The Influence of Chinese cultural elements on Digital Cultural and Creative Products towards the Consumption of the Millennial Generation in China: A Case of a Digital Game
Keywords:
Chinese cultural elements, Digital Cultural and Creative Products, Consumption of the Millennial Generation, Digital GameAbstract
This study investigates the influence of Chinese cultural elements in digital games on the consumption behavior of the Millennial Generation in China, with a particular focus on digital cultural and creative products (CACP). The research aims to: (1) explore the motivations of Millennials to engage with digital games that incorporate Chinese cultural elements within Digital Cultural and Creative Products (CACP); (2) examine how these Chinese cultural elements influence the consumption and experiences of Millennials through their participation in digital games; (3) develop recommendations to enhance Millennial engagement with digital games featuring Chinese cultural elements on Digital Cultural and Creative Products (CACP).
The research employed a mixed-methods approach, combining both quantitative and qualitative methods. A total of 335 respondents were surveyed using questionnaires, followed by in-depth interviews with five core gamers to gain deeper insights into their attitudes toward the integration of Chinese cultural elements in digital games. The results of the quantitative analysis indicate that both utilitarian and hedonic motivations are significantly influenced by Chinese cultural elements, which, in turn, positively affect Millennials’ consumption of digital games. The structural equation model reveals that Chinese cultural elements exert both directly and indirectly influences on consumption behavior, with hedonic motivations accounting for a significant portion of this effect. Furthermore, the qualitative findings highlight that cultural elements enhance players’ immersion and emotional connection with the game, particularly when these elements are meaningfully integrated into gameplay and narrative. These insights are valuable for game developers and marketers aiming to optimize their products for the Millennial demographic by aligning game content with cultural identities and emotional engagement.
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