Consumer Behavior and Satisfaction in the Guzi Economy: Insights from Beijing

DOI

10.2991/978-94-6239-701-9_10How to use a DOI?

Keywords

Guzi economy; stratified PPS sampling; ordered Logit; structural equation modeling (SEM); Random Forest model

Abstract

China’s Guzi economy—merchandise linked to animation, comics, and games—has become a key driver of commercial district transformation. Existing studies focus on market trends, lacking quantitative analysis of consumer behavior. This study surveyed 675 consumers in Beijing using stratified PPS sampling and applied multiple models, including Random Forest, ordered Logit, and SEM, to examine consumer characteristics, satisfaction, and future purchase intention. Results show that core consumers are aged 15–29, while middle- and high-income groups exhibit stable and high spending potential. Consumption is mainly driven by collectible and social motives. Product innovation and after-sales service strongly enhance satisfaction and purchase intention, and willingness to pay a premium significantly affects spending. Based on these findings, targeted strategies are proposed, including quarterly product updates, service optimization, and tiered marketing with membership and community engagement. The study provides quantitative guidance for commercial district upgrades and the sustainable development of the Guzi industry.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Mohan Qi
AU  - Yushan Liu
AU  - Jiashu Li
AU  - Yue Yu
PY  - 2026
DA  - 2026/07/30
TI  - Consumer Behavior and Satisfaction in the Guzi Economy: Insights from Beijing
BT  - Proceedings of the 2026 11th International Conference on Social Sciences and Economic Development (ICSSED 2026)
PB  - Atlantis Press
SP  - 97
EP  - 103
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-701-9_10
DO  - 10.2991/978-94-6239-701-9_10
ID  - Qi2026
ER  -