The number of female gamers has grown rapidly in recent years, and female-oriented games appeal to a large market. This study focused on the cultivation effects of playing female-oriented dating sims on romantic beliefs and gender attitudes toward sexual relationships. It also investigated the mediating effects of parasocial relationships between game exposure and attitude outcomes. A survey of 284 participants in China was used to test the hypotheses. The findings show that game exposure was positively related to avatar identification, parasocial relationships, and romantic beliefs, and both avatar identification and parasocial relationships had positive associations with romantic beliefs and gender attitudes. Furthermore, there were strong mediation effects of avatar identification and parasocial relationships between game exposure and romantic beliefs.
Public Policy Relevance StatementThis study examined dating sims, a popular game genre among young female gamers. The findings indicate that long-term exposure to dating sims might play an important role in shaping young female's romantic beliefs and gender attitudes toward sexual relationships. Moreover, players can identify themselves as the avatar and establish parasocial relationships with virtual characters, increasing media involvement and intensifying the game effects.