Factors Affecting the Purchasing Behaviors of Virtual Commodities for Otome Game Players: Case of Light and Night

The objectives of this research were (1) To examine the impact of game story, character set, dubbing music, and art style on player satisfaction in the otome game “Light and Night”. (2) To examine the impact of the game story, character set, dubbing music, and art style on player flow experience. (3) To examine the relationship between player satisfaction and the flow experience, and their impact on in-game purchase intentions. Major Findings/Results: (1) In terms of the impact of game story, character set, dubbing music, and art style on player satisfaction, the results of the research show that all of these elements significantly increase player satisfaction with the game, thus indicating a direct correlation between game design elements and overall player satisfaction. (2) In terms of the impact of game story, character set, dubbing music, and art style on players' immersive experience, it was found that, in particular, the quality of character setting and dubbing music can significantly improve players' immersive experience and enhance their emotional and flow experience of the game. (3) Regarding the relationship between player satisfaction and flow experience and its impact on purchase intentions, the research shows that higher satisfaction and immersive experiences significantly increase the likelihood of players purchasing virtual goods, highlighting a positive feedback loop between these variables and purchase behavior.