Results of model hypothesis testing.

Despite widespread consumption of sugar-sweetened beverages, consumers face contradictory information from health authorities, marketing, and social media, yet limited research examines how this information conflict affects purchasing decisions. This study investigates how sugar perception confusion influences purchasing avoidance through ambivalent attitudes. Based on cognitive dissonance and information processing theories, we developed a cognitive-affective-behavioral model examining relationships among sugar perception confusion, ambivalent attitudes, and purchasing avoidance behaviors. Using PLS-SEM analysis of 531 Chinese consumers, results show sugar perception confusion significantly affects ambivalent attitudes (β = 0.576, p尽管含糖饮料（sugar-sweetened beverages）的消费已十分普及，但消费者可从卫生主管部门、营销宣传与社交媒体中获取相互矛盾的信息，然而目前探讨此类信息冲突如何影响购买决策的研究仍较为匮乏。本研究旨在探究糖分感知困惑如何通过矛盾态度作用于购买规避行为。基于认知失调与信息加工理论，本研究构建了认知-情感-行为模型，以考察糖分感知困惑、矛盾态度与购买规避行为之间的关联机制。本研究针对531名中国消费者开展偏最小二乘结构方程模型（PLS-SEM）分析，结果显示，糖分感知困惑对矛盾态度具有显著正向影响（β = 0.576，p