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 relevant models to organize and standardize them, and finally collects relevant data through questionnaires to explore the sensitivity of the relevant factors of Otaku gamers to purchase game derivatives. 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, cross-border cooperation 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