중국 MZ세대 여성을 대상으로 한 핸드폰 게임에서의 가상패션 비즈니스

Abstract

The purpose of this study is to study the use and development of virtual fashion in the MZ generation of women-targeted mobile games in China, and to provide basic information for developers and game designers to develop new games targeting women, and to seek the development of the virtual fashion content market. The research methodology began by looking at the definition of women-targeted games through prior research, as well as by analyzing actual examples based on the components of Octalisis proposed by Yu-kai Chou. Through these analyses, the characteristics of women-targeted games and the examples and game elements of the paid prop sales model were analyzed and their characteristics were derived. The results of the study show that there are three broad types of commercial examples of women-targeted mobile games. Firstly, random purchase (lottery) is a so-called lottery in which fashion items are purchased randomly according to rank, and the game companies use this unpredictability to stimulate the curiosity of the game players, which leads to a surge in popularity and increased sales of virtual fashion items. Secondly, item cooperation is carried out in the game as a fusion of virtual and real, online game fashion props participate in community limited activities in the form of fusion, allowing game players to feel a sense of psychological belonging and satisfaction, forming new social relationships and increasing sales. Thirdly, the On.offline partnership launched new products in both virtual and offline stores, emphasising the intimate and innovative image of the brand and the game. It was found that it increases the purchasing desire of female gamers and provides inspiration for game companies to create new businesses.