A Study on the Marketing Mechanism of Cosplay Games to Promote Female Consumers 'Purchasing Behavior: A Case Study of Heytea's Collaboration with Love in the Light and Night

This paper reviews literature across three key areas: co-branded marketing, female consumer behavior, and female consumer purchasing behavior. Building on this foundation, it explores the mechanisms through which otome game IP co-branded marketing influences the purchasing behavior of female consumer groups, using the collaboration between Heytea and "Love in Light and Night" as a case study. Research indicates that successful otome game collaborations depend on: - Alignment between brand image and game IP - Establishing emotional resonance with female consumers - Accurate understanding of Gen Z women's psychological traits Female consumers' purchasing decisions for otome game co-branded products are influenced by multiple factors, including identification with game characters, perceived emotional value, and motivations for social sharing. Integrating existing research findings, this study establishes a theoretical model on the impact of otome game IP co-branding on female consumer purchasing behavior, providing guidance for beverage brands' entertainment IP collaboration strategies.