Research on Game Players' Willingness to Purchase Based on the Perspective of Ambivalent Attitudes

Consumer ambivalence not only reflects the emotional and cognitive responses formed after perceiving external marketing stimuli but also influences subsequent purchase intentions. Based on the TAM (Technology Acceptance Model) and S-O-R (Stimulus-Organism-Response) models, this study introduces ambivalent attitudes as a mediating variable to construct and test a theoretical model of external marketing stimuli, consumer perception, ambivalent attitudes, and purchase intentions. Using 716 valid responses from gaming communities, the measurement and structural models were evaluated using AMOS 26.0 and SPSS 26.0 software. The empirical results show that the clarity and total volume of external marketing information can significantly influence purchase intentions by affecting consumer perceptions. Ambivalent attitudes directly influence purchase intentions and serve as a mediating factor in the pathways where perceptions affect purchase intentions.