The Impact of Game Quality on Consumers’ Willingness to Spend in Otome Games: The Mediating Role of Sense of Immersion

Abstract

The rise of the female gaming market has triggered a surge in otome game consumption. Drawing on the SOR theoretical framework, this study systematically examines the influence mechanisms of several common quality dimensions in otome games on consumers’ purchase intention and verifies the mediating role of immersion. Based on an empirical analysis of 321 valid samples, the results show that audiovisual quality, narrative quality, technical and usability quality, and community and additional content quality all exert significant positive effects on purchase intention, with part of these effects transmitted indirectly through immersion. The study highlights the bridging role of immersion between game quality and purchase intention, underscoring its importance as a core psychological mechanism. Building on these findings, the paper proposes managerial implications, suggesting that game enterprises should attach equal importance to technical optimization and content innovation, while integrating immersive experiences as the central objective of product design and operational strategies.