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.

Purpose: In this study, group differences between full-service carriers (FSC) and low-cost carriers (LCC) in loyalty constructs are investigated, revealing the relationship between service quality and loyalty. This work focuses on five dimensions, including tangibility, empathy, assurance, responsiveness, and reliability, constitute service quality. Design/methodology/approach: 248 questionnaires were collected in the first half of 2019. The antecedents of customer loyalty are explored, and the group differences between FSC and LCC are analyzed. For assessing the path model with the consideration of group variance, the Partial Least Squares Multiple Group Analysis (PLS-MGA) was adopted to analyze the differences of the estimated inter-group coefficient.Findings: Our findings suggest that service assurance, service empathy, and service reliability positively impact the value perceived. The impact of service empathy on customer satisfaction in FSC is significantly diverse from LCC. Several suggestions are provided to FSC and LCC on improving their services in view of passengers’ wants and interests.Originality/value: With the data collected at the HKIA, this study examined the relationships among service quality, perceived value, customer satisfaction, and customer loyalty and divided service quality into five dimensions. The findings show that assurance, empathy, and reliability of service quality positively affect the value perceived, and the effects of responsiveness and tangibility of service quality on perceived value are insignificant. Among the five aspects of service quality, assurance, reliability, responsiveness, and tangibility of the service quality are the pre-conditions of customer satisfaction. However, only the reliability of service is the antecedent of customer loyalty. Besides, the value perceived positively affects customers to be satisfactory and loyal. Furthermore, satisfaction degree also significantly influences the degree of customers’ loyalty. As to the role of airline types, the sole effect is on customers' satisfaction is service empathy, with a significant difference between FSC and LCC.