Analysis of Factors Influencing Otaku Game Players' Purchases of Game Derivatives

Abstract

Since 2016, China's Otaku game industry has experienced rapid growth, and today, Chinese Otaku games have gained a foothold in the global market. Not only are these games popular among young people, but its related derivative products have also become a highly sought-after product among today’s youth.

This paper begins by studying and sorting out the previous literature, determines the relevant influencing factors, then uses the TPB model and 4C model to organize and standardize. Finally, relevant data is collected through a survey questionnaire, and data from relevant game players is collected in the game community. A total of 675 valid data samples are obtained. Finally, SPSS was used to analyze the reliability and validity of the data to ensure high reliability.

By analyzing the influencing factors of Otaku gamers' purchase of derivatives, such as the operation of game companies, UGC community, symbolic consumption, character popularity, price factors, scarcity of derivative products　and co-branded models, game companies can more accurately position the market and design characters that better meet the needs of players. Additionally, marketing strategies can be optimized by using relevant factors to increase players' motivation to buy and strengthen brand loyalty.