Consumer Behavior Analysis and Marketing Strategy Optimization in the Chinese Live Action Role Playing Market

Yibing Jiang

doi:10.54254/2754-1169/39/20231930

Research Article

Open access

Published on 10 November 2023

Download pdf

Jiang,Y. (2023). Consumer Behavior Analysis and Marketing Strategy Optimization in the Chinese Live Action Role Playing Market. Advances in Economics, Management and Political Sciences,39,31-38.

Export citation

Consumer Behavior Analysis and Marketing Strategy Optimization in the Chinese Live Action Role Playing Market

Yibing Jiang *^,1,

¹ University of California, Santa Barbara

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2754-1169/39/20231930

Abstract

In 2016, a new variety show “Who’s the Murder” appeared, bringing a new form of entertainment: Live Action Role Playing (LARP) game. In 2018-2019, offline LARPs appeared, soon becoming the most popular entertainment method for the Z generation. The paper focuses on the consumers of the LARP market, analyzing their consumption behavior preferences and determining the driving factors of LARP consumption behavior based on existing consumption data. Using the analytical results, the paper can predict the sales of new scripts and help LARP merchants optimize their marketing strategies. The article mainly uses descriptive and predictive analysis (regression model) to study LARP’s consumption data collected from the LARP website. The paper finds that difficulty level, duration time, and issue type (price) have a significant influence on consumer behaviors. Also, the paper generates a model for future sales prediction.

Keywords

Live Action Role Playing, consumer profile, regression analysis, descriptive analysis

View pdf

References

[1]. Chen, K. Research on Service Marketing Strategy Optimization of M Live Action Role Playing Store. East China Normal University, MA Thesis. (2022).

[2]. Wang, Z. H. & Zhai, G. Y. Cognitive Schema, Motivational Mechanism and Realistic Review of Youth Immersive Game Experience — Taking Script Killing as an ExampleJournal of Jining College, 44 (01), 57-64. (2023).

[3]. Feng, Z. L. A study on the immersion mechanism of script killing under the perspective of emotion.Media Forum, 6 (02), 57-59. (2023).

[4]. Feng, Z. L. A study on the immersion mechanism of script killing under the perspective of emotion.Media Forum, 6 (02), 57-59. (2023).

[5]. Wang, W. J. & Zhou, L. Y. Research on the development dilemma and countermeasures of the offline “script killing” industry [J]. Media Forum, 5 (08), 10-13+22. (2022).

[6]. Yang, N. & Zhang, Y. S. Analysis of the current situation and trend of script killing development in the entertainment industry environment. Modern Marketing (Academy Edition) (11), 87-89. (2021).

[7]. Miquan app, Retrieved May 14th, https://www.pgyer.com/jeH3.

[8]. Wu, J. Y. China Murder Mystery Game Industry Value Chain. Leadleo, Market Study. (2022).

[9]. Kang, Y. W. Script killing: offline entertainment scene with strong social attributes. Zhongtai Securities — Media Industry Generation Z Entertainment Consumption Series Research. (2021).

[10]. Baidu Index 2020, Retrieved May 3rd, index.baidu.com.

[11]. Zhang, J. T. & Zhang, Y. S. From “Script Killing” to “Secret Room Escape”: Youth Portrait,Multidimensional Causes and Risk Regula. Youth Research, (01), 78-85. (2023).

Cite this article

Jiang,Y. (2023). Consumer Behavior Analysis and Marketing Strategy Optimization in the Chinese Live Action Role Playing Market. Advances in Economics, Management and Political Sciences,39,31-38.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

Disclaimer/Publisher's Note

The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.

About volume

Volume title: Proceedings of the 7th International Conference on Economic Management and Green Development

Conference website: https://www.icemgd.org/

ISBN：978-1-83558-099-8(Print) / 978-1-83558-100-1(Online)

Conference date: 6 August 2023

Editor：Canh Thien Dang

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.39

ISSN：2754-1169(Print) / 2754-1177(Online)

© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license. Authors who publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open access policy for details).