The Impact of Content Design, Content Dissemination and Cross-border Cooperation on Customer Participation in Chinese Escape Rooms

Abstract

With the booming development of the experience economy, Chinese escape room, as an emerging business format that integrates traditional culture and immersive interaction, has rapidly emerged in the Chinese market. This study focused on the Chinese escape room industry and aimed to explore the impact of content design, content dissemination and cross-border cooperation on customer participation. The study took adults over 20 years old in Beijing as samples, collected 600 valid questionnaires through surveys, and used descriptive statistical analysis, correlation analysis, and regression analysis to analyze the data. The results of the study show that content design, content dissemination, and cross-border collaboration all have significant positive effects on customer participation. Specifically, unique and logically coherent content design can enhance customers’ sense of immersion and accomplishment; effective multi-channel content communication strategies can increase brand influence and stimulate customers’ interest in experience; and cross-border cooperation with other industries enriches the content and form of escape rooms and enhances the brand’s market competitiveness. These findings not only validate the significant impact of the three independent variables on customer participation, but also reveal their important roles in enhancing customer experience and value perception. The conclusions of this study provide specific strategic guidance for practitioners in the Chinese escape room industry, which will help optimize business models and increase customer participation. At the same time, the research results also provide a theoretical basis for the formulation of industry standards and the implementation of policies, promoting the sustainable development of the immersive entertainment industry.

Keywords: Chinese escape rooms, content design, content communication, cross-border cooperation, customer participation

6417195805 Zhang Jie, 2568 (2025). Advisor: Dr. Zhang Li, สารนิพนธ์ (Independent Study), The Impact of Content Design, Content Dissemination and Cross-border Cooperation on Customer Participation in Chinese Escape Rooms, นำเสนอในที่ประชุมวิชาการ (Conference), The 17th National and International Academic Conference 2024, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย