Matches in SemOpenAlex for { <https://semopenalex.org/work/W4283764174> ?p ?o ?g. }
- W4283764174 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." @default.
- W4283764174 created "2022-07-02" @default.
- W4283764174 creator A5004282061 @default.
- W4283764174 creator A5005234712 @default.
- W4283764174 creator A5023409764 @default.
- W4283764174 creator A5035363115 @default.
- W4283764174 creator A5042118317 @default.
- W4283764174 creator A5079812960 @default.
- W4283764174 creator A5081437339 @default.
- W4283764174 creator A5000956053 @default.
- W4283764174 date "2022-06-30" @default.
- W4283764174 modified "2023-10-02" @default.
- W4283764174 title "Evaluating the Effectiveness of Digital Content Marketing Under Mixed Reality Training Platform on the Online Purchase Intention" @default.
- W4283764174 cites W1572348190 @default.
- W4283764174 cites W1595053544 @default.
- W4283764174 cites W1966384076 @default.
- W4283764174 cites W1968014109 @default.
- W4283764174 cites W1972458078 @default.
- W4283764174 cites W1972534615 @default.
- W4283764174 cites W1976748235 @default.
- W4283764174 cites W1981462816 @default.
- W4283764174 cites W1988316526 @default.
- W4283764174 cites W1989163306 @default.
- W4283764174 cites W2006922588 @default.
- W4283764174 cites W2015323713 @default.
- W4283764174 cites W2018201949 @default.
- W4283764174 cites W2021856947 @default.
- W4283764174 cites W2024368709 @default.
- W4283764174 cites W2031257395 @default.
- W4283764174 cites W2047628115 @default.
- W4283764174 cites W2052301572 @default.
- W4283764174 cites W2053515873 @default.
- W4283764174 cites W2060068018 @default.
- W4283764174 cites W2066914810 @default.
- W4283764174 cites W2083645236 @default.
- W4283764174 cites W2087897968 @default.
- W4283764174 cites W2091780802 @default.
- W4283764174 cites W2103889358 @default.
- W4283764174 cites W2106096361 @default.
- W4283764174 cites W2143262765 @default.
- W4283764174 cites W2149608872 @default.
- W4283764174 cites W2156423962 @default.
- W4283764174 cites W2158361195 @default.
- W4283764174 cites W2190814392 @default.
- W4283764174 cites W2200977703 @default.
- W4283764174 cites W2282207453 @default.
- W4283764174 cites W2287148166 @default.
- W4283764174 cites W2306669861 @default.
- W4283764174 cites W2313848006 @default.
- W4283764174 cites W2327997855 @default.
- W4283764174 cites W2329812002 @default.
- W4283764174 cites W2339848168 @default.
- W4283764174 cites W2340140658 @default.
- W4283764174 cites W2563722170 @default.
- W4283764174 cites W2564037725 @default.
- W4283764174 cites W2600570527 @default.
- W4283764174 cites W2607732439 @default.
- W4283764174 cites W2609295265 @default.
- W4283764174 cites W2620446608 @default.
- W4283764174 cites W2766877481 @default.
- W4283764174 cites W2768694613 @default.
- W4283764174 cites W2776308658 @default.
- W4283764174 cites W2801076278 @default.
- W4283764174 cites W2803475921 @default.
- W4283764174 cites W2809228629 @default.
- W4283764174 cites W2888525248 @default.
- W4283764174 cites W2899383251 @default.
- W4283764174 cites W2903249390 @default.
- W4283764174 cites W2904901636 @default.
- W4283764174 cites W2938793381 @default.
- W4283764174 cites W2951440501 @default.
- W4283764174 cites W2973799889 @default.
- W4283764174 cites W2995442439 @default.
- W4283764174 cites W2999077775 @default.
- W4283764174 cites W3005410943 @default.
- W4283764174 cites W3021789332 @default.
- W4283764174 cites W3025213216 @default.
- W4283764174 cites W3033060434 @default.
- W4283764174 cites W3034213471 @default.
- W4283764174 cites W3036638150 @default.
- W4283764174 cites W3046729473 @default.
- W4283764174 cites W3108552695 @default.
- W4283764174 cites W3120302401 @default.
- W4283764174 cites W3120707560 @default.
- W4283764174 cites W3122795544 @default.
- W4283764174 cites W3127953958 @default.
- W4283764174 cites W3167843586 @default.
- W4283764174 cites W3169747881 @default.
- W4283764174 cites W3175139354 @default.
- W4283764174 cites W3192819818 @default.
- W4283764174 cites W3195766133 @default.
- W4283764174 cites W3197128667 @default.
- W4283764174 cites W3217651858 @default.
- W4283764174 cites W4200115801 @default.
- W4283764174 cites W4200199898 @default.
- W4283764174 cites W4205340608 @default.
- W4283764174 cites W4205345674 @default.
- W4283764174 cites W4205664564 @default.
- W4283764174 cites W4205796575 @default.
- W4283764174 cites W4206654130 @default.