Perceived Trust and Perceived Value's Influence on Consumers' Purchase Intention in Otome Games

Jiayi Huang, Xiaoli Li and Sixian Xing

Business and Management Studies, 2025, vol. 11, issue 2, 1

Abstract: Otome games, targeting female audiences through romantic narratives, have gained prominence in China, exemplified by titles like Love and Deepspace that generate substantial revenues. Despite their commercial success, research on consumer behavior in this niche market remains limited, particularly regarding factors influencing purchase intentions for digital and physical products. This study addresses this gap by examining how perceived value and perceived trust shape purchase intentions. Using a quantitative approach, the researchers collected data from Otome game players via questionnaires and analyzed it using SPSS. Results demonstrate that perceived value exerts a significant positive influence on purchase intentions for both product categories, whereas perceived trust shows no statistically meaningful impact. These findings indicate that Otome game consumers prioritize experiential value over trust-based considerations when making purchasing decisions. The study contributes to the understanding of female-centric gaming markets by highlighting perceived value's critical role in driving consumer behavior. Practically, it recommends that game developers concentrate on enhancing value-driven elements, such as narrative depth, character development, and exclusive content, to stimulate sales, rather than allocating resources to trust-building mechanisms.

Date: 2025
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