Evaluating the Effectiveness of Digital Content Marketing Under Mixed Reality Training Platform on the Online Purchase Intention

C H Li; O L K Chan; Y T Chow; Xiangying Zhang; P S Tong; S P Li; H Y Ng; K L Keung

doi:10.3389/fpsyg.2022.881019

Evaluating the Effectiveness of Digital Content Marketing Under Mixed Reality Training Platform on the Online Purchase Intention

Front Psychol. 2022 Jun 30:13:881019. doi: 10.3389/fpsyg.2022.881019. eCollection 2022.

Authors

C H Li¹, O L K Chan², Y T Chow², Xiangying Zhang³, P S Tong⁴, S P Li⁵, H Y Ng⁵, K L Keung⁵

Affiliations

¹ School of Science and Technology, Hong Kong Metropolitan University, Hong Kong, Hong Kong SAR, China.
² Division of Business and Hospitality Management, College of Professional and Continuing Education, The Hong Kong Polytechnic University, Hong Kong, Hong Kong SAR, China.
³ Institute of Industrial Engineering, School of Mechanical Engineering, Zhejiang University, Hangzhou, China.
⁴ Re-Industrialisation, Hong Kong Science and Technology Parks Cooperation, Hong Kong, Hong Kong SAR, China.
⁵ Department of Industrial and Systems Engineering, The Hong Kong Polytechnic University, Hung Hom, China.

Abstract

The purpose of this research is to investigate the effectiveness of Digital Content Marketing (DCM) on a Mixed Reality (MR) training platform environment with the consideration of online purchase intention (OPI) through social media. E-commerce today encounters several common issues that cause customers to have reservations to purchase online. With the absence of physical contact points, customers often perceive more risks when making purchase decisions. Furthermore, online retailers often find it hard to engage customers and develop long-term relationships. In this research, a Structural Equation Model (SEM) is proposed to examine the efficacy of DCM from both immediate and long-term OPI. The results examine whether adopting DCM on an MR training platform environment through social media brings positive results in OPI. Empirical research was carried out through online questionnaires collected in 2021 and 2022. A total of 374 questionnaires were qualified for data analysis in this study, conducted with IBM SPSS and AMOS. The results imply that DCM is critical to stimulating both immediate and long-term OPI. The immediate OPI is positively affected by increasing perceived value through MR in DCM. Regarding the long-term OPI, increased customer engagement with DCM under MR environment can cultivate brand trust and significantly affect the long-term OPI.

Keywords: customer engagement; customer loyalty; digital content marketing; marketing; mixed reality; social media marketing; structural equation modeling.