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)

Uju ŭi chuin ŭn nugu in'ga -- Kwahak ch'ŏrhak iran muŏt in'ga (1993) -- Kwahak kisul ŭi ch'ukpok kwa chaeang (Kwahak, ch'ukpok in'ga chaeang in'ga, 2009) -- Munmyŏng ŭi mirae -- Saengmyŏng -- Hwan'gyŏng kwa hwan'gyŏng ch'ŏrhak -- Saengt'ae.

1. Ikkŭnŭn mal -- 2. Han nara ŭi yet kŭlssi ro tora kaja : K'ang Yuwei, sŏye wa mihakchŏk chŏnhwan -- 3. Chosŏn ŭi yesul ŭn illyu ŭi pigŭk ŭl tamnŭnda : Yanagi Muneyosi, minye uĭ palgyŏn -- 4. Nŏhŭi nŭn T'ap ŭi himch'am ŭl poannŭn'ga : Ko Yu-sŏp, Han'guk hyŏndae mihak ŭi t'ansaeng -- 5. Naganŭn mal.