乙女游戏情感经济：营销策略与消费心理研究

Affective Economy in Otome Games: Marketing Strategies and Consumption Psychology

摘要: 乙女游戏作为情感驱动的数字娱乐产品，其商业成功不仅依赖于内容质量，更与其深植于心理学原理的网络营销策略与消费设计密切相关。本文从网络营销与消费行为分析的整合视角，系统梳理乙女游戏在情感营销、行为激励、社群经济与数据化运营等方面的策略机制。通过整合情感依恋理论、计划行为理论、冲动购买模型与平台经济理论，本文构建了一个用于理解乙女游戏如何将情感体验转化为消费行为的分析框架。研究发现，游戏通过情感叙事、稀缺营销、社交展示与算法推送等多重策略，有效激发玩家的情感认同与消费意愿，形成“情感–认同–消费”的闭环。同时，本文也指出其中存在的营销伦理与消费风险，并提出未来应在行为设计伦理、个性化营销效果评估、跨文化消费比较等方面深化研究，为健康可持续的数字娱乐营销实践提供理论支持。

Abstract: As an emotion-driven digital entertainment product, the commercial success of otome games relies not only on content quality but also on network marketing strategies and consumption designs deeply rooted in psychological principles. From an integrated perspective of network marketing and consumer behavior analysis, this paper systematically reviews the strategic mechanisms of otome games in affective marketing, behavioral incentives, community economy, and data-driven operation. By integrating theories such as emotional attachment theory, theory of planned behavior, impulse buying models, and platform economy theory, this study constructs an analytical frame-work for understanding how otome games convert emotional experiences into consumption behav-iors. The research finds that through multiple strategies including emotional storytelling, scarcity marketing, social display, and algorithmic recommendation, games effectively stimulate players’ emotional identification and purchase intention, forming a closed loop of “af-fect-identity-consumption.” Meanwhile, the paper also points out existing marketing ethics and consumption risks, and proposes future research directions in behavioral design ethics, evaluation of personalized marketing effects, and cross-cultural consumption comparisons, providing theoret-ical support for healthy and sustainable digital entertainment marketing practices.