角色扮演游戏玩家群体中，有部分玩家非常关注角色人设，因而最偏好某一个或几个角色，在玩家游戏论坛中，玩家们将这部分玩家称为“XP党”。“XP党”玩家有一些独特的游戏内外消费行为特征,在游戏的联名活动、周边售卖中占比也较为突出。

本研究以大型RPG游戏《原神》为研究材料，采用访谈+实验方法探究了该游戏“XP”党玩家化身-理想自我一致性对于游戏周边消费行为的影响。同时基于补偿性消费行为模型，尝试解释该过程的心理机制，并探究现实-理想自我差异、商品功能属性两个因素在这一过程中的作用，构建出化身-理想自我一致性对于游戏周边消费意愿的预期补偿模型。结果表明：(1) 化身-理想自我一致性正向预测周边消费意愿，化身-理想自我一致性正向预测自我差异弥补预期，自我差异弥补预期正向预测周边消费意愿；自我差异弥补预期在化身-理想自我一致性和周边消费意愿中起中介作用。(2) 自我差异调节这一中介路径中自我差异弥补预期对于周边消费意愿的影响，即自我差异越大，自我差异弥补预期对消费意愿的预测作用更弱，中介作用更小。(3) 周边的商品属性影响化身-理想自我一致性对周边消费意愿的影响的预期补偿模型，对于装饰类周边商品，这一主效应显著且中介效应显著，模型成立；而对于实用类周边商品，中介效应仍然显著但主效应不显著，主效应路径受到其他中介变量的抑制作用。

该研究补充了二次元文化语境下游戏外消费研究的空白，并在市场较大的RPG游戏范围内具体开展研究，为游戏制作公司和周边制造商提供了更多优化游戏周边营销的思路，同时希望使消费者购买周边时获得更好的体验。

Within the community of role-playing game players, there is a subset of players who are particularly focused on character design, thus showing a strong preference for one or a few characters. On gaming forums, these players are referred to as "XP enthusiasts." This special group exhibits some unique consumption behaviors both within and outside the game, and they also account for a significant proportion in the game's joint activities and consumption of game related products.

This study investigates the influence of avatar-ideal self consistency on the consumption behavior towards game related products among players who prefer specific characters, referred to as the "XP party", in the popular RPG game "Genshin Impact". Utilizing a mixed-method approach of interviews and experiments, this research delves into how the consistency between a player's chosen avatar and their ideal self influences their propensity to purchase related merchandise. Furthermore, the study draws on the compensatory consumer behavior model to illustrate the psychological mechanisms underlying this process, and to examine the roles of the actual-ideal self discrepancy and the experiential attributes of products. An anticipatory compensatory model is proposed to explain how avatar-ideal self consistency influences the intention to purchase game related products.

Findings reveal that: (1) The consistency between a player's avatar and their ideal self positively forecasts the intention to purchase game related products, with the expectation to compensate for self-discrepancies mediating this relationship; (2) The actual-ideal self discrepancy moderates the mediating effect of the expectation to compensate for self-discrepancies on the intention to purchase, which means, a larger self-discrepancy weakens the mediating role and the predictive power of the expectation; (3) The attributes of the game related products influence the anticipatory compensatory model, with significant main and mediating effects observed for decorative products, whereas for practical products, the mediating effect is significant but the main effect is not, suggesting the presence of other mediating variables that suppress the main effect path.

This research addresses a gap in the research domain of consumer behavior regarding game related products within the context of ACGN culture. It attempts to provide insights for game developers and merchandise manufacturers to refine their marketing strategies for RPG game related products, while expecting the goal of promoting consumer experience when purchasing these products they like.