Research On Consumers’ Purchase Intention Of 5G Mobile Terminal Under Ambivalent Attitude

In recent years,the rapid development and popularization of mobile communication technology has not only promoted the wave of Internet mobility,but also provided a solid foundation for the research and development and commercial use of 5G technology.Compared with 2G,3G and 4G,5G technology of high speed,low latency,and the technical features of large connection,which will comprehensively improve the experience of mobile application services,activating innovations in related industries to promote market transformation and upgrading.Vigorously promoting and popularizing the use of 5G mobile terminals by mobile users is not only conducive to social and economic development,but also can promote the innovation and upgrading of the mobile communication industry.However,after 5G is officially commercialized,compared with the willingness of Chinese consumers to adopt new high-tech products leading the world,the actual proportion of users using 5G mobile terminals is not as expected.In fact,when consumers make purchase decisions,on one hand,they want to get better communication service experience;on the other hand,they are worried about the risks that may be brought by using 5G mobile terminals at the present stage.Such coexistence of positive and negative comments on the same product is essentially a manifestation of consumers’ ambivalence.This paper takes the contradictory attitude of consumers as the starting point,aiming at the mobile communication technology field where the inconsistency between acceptance attitude and purchase behavior intention appears at present,combining the technology acceptance model,innovation resistance,online word-of-mouth and choice overload theories,based on SOR theory,and starting from the internal factors of individuals and external environmental factors.Six factors of perceived usefulness,perceived ease of use,perceived risk,current situation preference and choice overload of online word-of-mouth were selected to construct a theoretical model of consumers’ adoption of 5G mobile terminals and put forward corresponding hypotheses.In this study,experimental methods were used to manipulate participants’ perception of each element,and data information was collected through questionnaire survey.Then use SPSS software to analyze and process the collected effective data and test the hypothesis.The research results show that the perceived usefulness and perceived ease of use have a significant positive impact on consumers’ purchase intention,and a significant negative impact on the level of consumer ambivalence impact.Status quo preference,choice overload and contradictory online word-of-mouth have significant negative effects on consumers’purchasing intention,and have significant positive effects on consumers’ ambivalence level.Ambivalence plays a partial mediating role between the above factors and consumers’ purchasing intention.This paper conducts an empirical test on the influencing factors and mechanism of consumers’ ambivalence in 5G mobile terminal purchase decision,enriching the research of the theory of ambivalence in consumers’ purchase intention and decision-making behavior.According to the results of empirical analysis,enterprises and operators should reduce consumers’ ambivalence by improving the publicity and promotion methods of 5G mobile terminal products,optimizing product attribute information and reducing conflicted online word-of-mouth,so as to improve consumers’ purchase intention of 5G mobile terminal products.