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This study aims to deeply explore the factors influencing mobile game players' willingness to make in-game purchases, providing references for game developers and marketers to formulate effective strategies.

This research integrates the coolness factors and hedonic motivation system acceptance model to construct a comprehensive theoretical model analyzing mobile game players' willingness to make in-game purchases. The framework includes multidimensional variables such as joy, coolness, immersion, and game experience. Using data from 392 surveys collected from mobile game forums and social networks, the study employs structural equation modeling to analyze the factors and mechanisms influencing players' willingness to make in-game purchases and to verify the related research hypotheses.

The findings reveal that coolness factors have a significant positive impact on game experience and immersion, which in turn affect players' willingness to make in-game purchases. Game experience has a significant positive impact on both immersion and purchase willingness. A good game experience not only increases players' immersion but also directly enhances their willingness to make in-game purchases. Immersion plays a mediating role in the influence of coolness factors and joy on purchase willingness.

By integrating coolness theory with the hedonic motivation system acceptance model, this study constructs a comprehensive model to explore mobile game players' willingness to make in-game purchases. The combination of variables, including personal psychological and social psychological factors, provides a thorough analysis of the factors influencing mobile game purchase willingness, enriching existing research.

The behavioral decision-making of digital-self is one of the important research contents of the network of crowd intelligence. The factors and mechanisms that affect decision-making have attracted the attention of many researchers. Among the factors that influence decision-making, the mind of digital-self plays an important role. Exploring the influence mechanism of digital-selfs’ mind on decision-making is helpful to understand the behaviors of the crowd intelligence network and improve the transaction efficiency in the network of CrowdIntell.

In this paper, the authors use behavioral pattern perception layer, multi-aspect perception layer and memory network enhancement layer to adaptively explore the mind of a digital-self and generate the mental representation of a digital-self from three aspects including external behavior, multi-aspect factors of the mind and memory units. The authors use the mental representations to assist behavioral decision-making.

The evaluation in real-world open data sets shows that the proposed method can model the mind and verify the influence of the mind on the behavioral decisions, and its performance is better than the universal baseline methods for modeling user interest.

In general, the authors use the behaviors of the digital-self to mine and explore its mind, which is used to assist the digital-self to make decisions and promote the transaction in the network of CrowdIntell. This work is one of the early attempts, which uses neural networks to model the mental representation of digital-self.

The substantial expansion of technology and the efficacy of digital platforms in reaching young audiences have led to enhanced targeting and customization of promotional communications. Notwithstanding the expansion and efficacy of contemporary advertising platforms, scholarly attention has not kept pace with this domain of inquiry. This study aims to assess the antecedents of Google Shopping Ads (GSA) on intention to purchase behavior among the Generation Y and Z cohorts.

The current study used a quantitative approach and snowball sampling technique to gather primary data via a questionnaire and Google Forms, which resulted in the collection of 5,808 questionnaires among the cohort members. A principal component analysis and multigroup confirmatory multigroup structural equation modeling (between Generation Y and Z) were used to assess the research data and model.

The results show positive trust and perceived value associations with intention to purchase, particularly among Generation Y and Z consumers. The findings also show negative irritation, product risk and time risk associations with intention to purchase, especially among the Generation Y cohort, which indicates that young consumers generally do not observe perceived risk due to the usage of GSA.

GSA will continue to grow and become an increasingly important integrated marketing communications tool as the digital landscape develops. It can be concluded that young consumers show a high degree of perceived value and low levels of perceived risk due to the use of GSA. This study, therefore, promotes improved understanding among academics, marketers and businesses of search engine advertising among young cohorts of consumers (Generation Y and Z) in a developing country context.