Abstract
This study elucidates the impact of "Oshikatsu" (fan support activities) on character consumption within the
female-oriented mobile game market through qualitative and quantitative analyses. Preliminary semi-structured interviews
with Japanese players revealed that consumption motives are driven not only by internal attachment but also by significant
external factors, such as community influence.
To verify these psychological drivers, a quantitative survey was conducted, identifying three primary factors of purchasing
motivation: "Material Attachment," "Pure Attachment to the Oshi," and "Intra-group Self-presentation and Conformity".
Multiple regression analysis revealed a distinct structural divide in spending patterns. Expenditures on official merchandise
are primarily driven by the "Devoted Group," who prioritize direct support and contribution to the franchise. Conversely,
spending on unofficial items is led by the "Decorative Group," who focus on customization, such as creating "ita-bags".The
findings suggest that self-presentation in SNS environments and interpersonal relationships within fan communities are
critical determinants of contemporary consumption. This research provides new insights into how "contribution" and "selfexpression"
coexist as distinct economic behaviors in the digital age.
https://ror.org/020wjcq07 
