The Impact of Popularity and Scarcity of Gaming IP Co-branded Products on Consumer Purchase Intention

The swift progression of the digital economy, coupled with the burgeoning intellectual property sector, has led enterprises to increasingly adopt brand co-branding as a crucial strategy to boost their market competitiveness. Especially in the "secondary element economy," co-branded products of gaming IPs are favored by young consumers for their unique culture and emotional resonance. This paper takes "Genshin Impact" as an example to study the impact of the popularity and scarcity of gaming IP co-branded products on consumer purchase intention, and explores the mediating role of IP identification and perceived cost in this process. The findings of the research indicate a substantial positive relationship between the popularity and scarcity of products and the intention of consumers to make purchases.