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

In: Proceedings of the 2026 11th International Conference on Social Sciences and Economic Development (ICSSED 2026)

Author

Listed:
  • Mohan Qi

    (Beijing University of Technology)

  • Yushan Liu

    (Beijing University of Technology)

  • Jiashu Li

    (Beijing University of Technology)

  • Yue Yu

    (Beijing University of Technology)

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.

Suggested Citation

  • Mohan Qi & Yushan Liu & Jiashu Li & Yue Yu, 2026. "Consumer Behavior and Satisfaction in the Guzi Economy: Insights from Beijing," Advances in Economics, Business and Management Research, in: Joanna Rak & Md Rabiul Islam & Noralina Omar & Dragana Ostic (ed.), Proceedings of the 2026 11th International Conference on Social Sciences and Economic Development (ICSSED 2026), pages 97-103, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6239-701-9_10
    DOI: 10.2991/978-94-6239-701-9_10
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