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

Mohan Qi (), Yushan Liu, Jiashu Li and Yue Yu
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Mohan Qi: Beijing University of Technology
Yushan Liu: Beijing University of Technology
Jiashu Li: Beijing University of Technology
Yue Yu: Beijing University of Technology

A chapter in Proceedings of the 2026 11th International Conference on Social Sciences and Economic Development (ICSSED 2026), 2026, pp 97-103 from Springer

Abstract: 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.

Keywords: Guzi economy; stratified PPS sampling; ordered Logit; structural equation modeling (SEM); Random Forest model (search for similar items in EconPapers)
Date: 2026
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DOI: 10.2991/978-94-6239-701-9_10

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