Advances in Economics, Management and Political Sciences

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

Series Vol. 39 , 10 November 2023


Open Access | Article

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.

Advances in Economics, Management and Political Sciences, Vol. 39, 31-38
Published 10 November 2023. © 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Yibing Jiang. Consumer Behavior Analysis and Marketing Strategy Optimization in the Chinese Live Action Role Playing Market. AEMPS (2023) Vol. 39: 31-38. DOI: 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

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).

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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).

Data Availability

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

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Volume Title
Proceedings of the 7th International Conference on Economic Management and Green Development
ISBN (Print)
978-1-83558-099-8
ISBN (Online)
978-1-83558-100-1
Published Date
10 November 2023
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/39/20231930
Copyright
© 2023 The Author(s)
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated