Game industries are rising and flourishing now because of the dvancement of information technologies and the impetus to cultural and creative industries by government’s 「Challenges 2008 － Council for Economic Planning and Development」.There is a great opportunity for the industries since video and computer games have become nationally popular amusements. Besides Taiwan, most games played here are created by foreign countries, like Japan, South Korea, America, Europe and so on. Some foreign games have developed Chinese interface version.However, English and Japanese interface are still very common. language itself consists of three characteristics: instrument, literature and culture. All of the three have the power to change or influence gradually and imperceptibly. Especially most Japanese games are full of contents framed by Japanese history, society, and culture together with animation effects. With such a text, Japanese game no doubt influence players’ expectation and identification with Japanese culture. Therefore, the purpose of this study is to explore the relationship between behaviors in game playing and players’ affinity for Japanese commodities and identification with Japanese culture. Results of this research indicated that those who played Japanese interface games tended to adore Japanese commodities and identify with Japanese culture more than those who played Chinese and English interface games. Furthermore, players who played "Simu-Love", “puzzle and others” types of Japanese games affected Japanese commodities more.
