THE IMPACT OF FASHION IN SOCIAL SIMULATION GAME ON GENERATION Z USER EXPERIENCE WITH DIFFERENT FASHION SENSITIVITIES : A case study of Animal Crossing: New Horizons

Abstract: Fashion, as a means of self-expression and communication, has always been an important aspect of human culture. In recent years, more and more fashion brandshave launched collaborative fashion accessories and clothing in games, and players have an increasing choice of fashion in games. This study chose to focus its work on both the importance of the clothing system and the fashion elements in the game to investigate the impact of fashion in animal crossing on players with different fashion sensitivities. This study uses a mixed method approach, combining questionnaires, in depth interviews and second interviews to collect comprehensive data from a diverse group of Animal Crossing players. By investigating the motivations, preferences and decision-making processes related to fashion choices, the impact of game fashion on players' gaming experience is examined. The findings suggest that game fashion in animal crossing produces positive effects on compensating for players' real-life fashion deficits, providing mental satisfaction, and becoming more interested in in-gamefashion versus negative effects of disappointment and resistance due to the inability of the game's clothing system to meet strong fashion expectations. This study aims to provide a reference for the optimization of the user experience of fashion on players and the game fashion system in social simulation games and other categories of games.