The purpose of this research is to investigate the effectiveness of Digital Content Marketing on a Mixed Reality training platform environment with the consideration of online purchase intention 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 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. (shrink)

The rapid development of community group buying platforms has attracted a huge attention from both the practical and academic communities. Although previous research has explored the influence patterns of community group buying platform on the customers’ purchase intention, there are limited studies on how customers’ purchase intention is influenced by their participation behavior. Therefore, based on social identity theory, this study constructs a theoretical model of consumer participation influencing users’ purchase intention through community identity in the community group purchase context, (...) and examines the moderating role of users’ privacy concerns in this process in conjunction with privacy concern theory to systematically explore the role of consumer participation on purchase intention and its boundary conditions. In this study, the data collected from 532 valid samples are analyzed by structural equation modeling. The results of the study found that customer engagement behavior had a significant effect on purchase intention through the mediation of community identity, where privacy concerns negatively moderated the effect of community identity on purchase intention. The study reveals the intrinsic mechanism of customer engagement influencing purchase intention and its boundary conditions, which provides the suggestions for the marketing management and business practice of community group platforms. (shrink)