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

Abstract

In 2016, a new variety show Whos 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 LARPs 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.