How Character Images Affect Gamer Satisfaction, Impulse Buying, and Word-of-Mouth for Genshin Impact

What is it about?

This research investigates the impact of character images on gamer behaviors, particularly focusing on impulse buying, satisfaction, and word-of-mouth recommendations within the Genshin Impact mobile game community in Indonesia. Character image is examined through two main dimensions: symbolic representation, which refers to the meaning and values associated with the characters, and self-image congruence, which involves the alignment between a gamer's self-perception and the character's attributes. By surveying Generation Z gamers who play Genshin Impact, the study aims to understand how these character images influence gamers' tendencies to make spontaneous purchases, their overall satisfaction with the game, and their likelihood to recommend the game to others. The methodology involves collecting data through an online survey and analyzing it using Structural Equation Modelling (SEM) with Lisrel 8.8. This statistical approach allows the researchers to test various hypotheses regarding the relationships between character image, impulse buying, satisfaction, and word-of-mouth. The findings show that character images significantly affect gamers' impulse buying behaviors and satisfaction levels, which in turn enhance their propensity to engage in word-of-mouth promotion of the game.

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Photo by Jonathan Kemper on Unsplash

Photo by Jonathan Kemper on Unsplash

Why is it important?

Understanding the influence of character images on gamer behavior is crucial for game developers and marketers, as it highlights a key revenue-driving factor within the gaming industry. The positive impact of character images on impulse buying and satisfaction suggests that well-designed characters can significantly enhance the gaming experience and foster stronger emotional connections between players and the game. This emotional engagement not only drives immediate in-game purchases but also contributes to sustained player satisfaction and loyalty. Furthermore, satisfied players who identify with the game's characters are more likely to recommend the game to others, thereby generating organic growth through word-of-mouth marketing. This is particularly important in the context of the highly competitive mobile gaming market, where acquiring and retaining players can be challenging. By leveraging character images effectively, game companies can create a unique selling proposition that differentiates their game from competitors and builds a dedicated player base. The findings of this study have practical implications for game developers aiming to optimize their character design and marketing strategies. By focusing on character images that resonate with players' self-perceptions and values, developers can enhance player engagement, increase in-game purchases, and ultimately drive higher revenues. This research underscores the strategic importance of character image in the broader context of game design and marketing, providing valuable insights for both industry practitioners and academic researchers.

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