Research on the Impact of Perceived Entertainment Obtained by Players in Female-oriented Games on Their Gaming Behaviors

With the vigorous development of digital entertainment, female-oriented games, as an important niche market in the gaming industry, have shown a significant growth trend in recent years. These games, with their unique design concepts and rich content, have attracted a large number of female players and gradually become the main force of game consumption. However, current research on the influence of perceived entertainment in female-oriented games on playing behavior is still relatively scarce. Based on the Theory of Planned Behavior (TPB), this study collected 413 valid samples through a questionnaire survey and deeply explored the influence mechanism of perceived entertainment in female-oriented games on playing behavior. The research results show that players’ attitudes towards female-oriented games, subjective norms, and perceived behavioral control all have a significant positive impact on playing behavior. Specifically, the more positive the players’ evaluations of the game, the stronger the perceived social support, and the greater the sense of control over game behavior, the higher the frequency of playing. This study not only provides theoretical support for understanding the behavior of female-oriented game players but also offers practical guidance for game developers and operators, suggesting that enhancing game entertainment, strengthening social attributes, and optimizing payment mechanisms can increase players’ playing behavior.