Music Cognition and Purchase Intention in Video Games: The Mediating Roles of Immersion and Emotional Arousal - DATA

The exceptional sales performance of the video game <i>Black Myth Wukong</i> in 2024 has emerged as a significant milestone in the evolution and maturation of China’s video game industry. The incorporation of music characterized by Chinese ethnic elements within the game not only highlights the allure of traditional Chinese culture but also enhances players’ purchase intentions. Researchers employed the Stimuli-Organism-Response (S-O-R) theory to investigate the impact of game music on players’ purchase intentions, focusing on the relationship between music cognition and consumer behavior. Utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM), the study analyzed feedback data from 561 players of <i>Black Myth Wukong</i>. Findings indicate that players’ cognitive engagement with game music positively influences their purchase intentions, with game experiences of immersion and emotional arousal serving as significant mediators in this relationship. Furthermore, gamification design amplifies the effect of players’ music cognition on emotional arousal, while cultural confidence enhances the impact of players’ immersion on purchase intentions. This study substantiates the relevance of the S-O-R theory in the context of game consumption and music studies, offering feasible solutions for further optimization of the game’s marketing and music design.