Who are the target customers in Chinese online game market?: segmentation with a two-step approach

Author

Lee, Sang-Chul ; Xiang, Jun-Yong ; Jing, Lin-Bo

Author_Institution

Dept. of Manage. Inf. Syst., Korea Christian Univ., Seoul

fYear

2005

fDate

12-18 Oct. 2005

Firstpage

736

Lastpage

742

Abstract

To survive successfully in today´s competitive online game markets, Chinese online game companies need to determine who the target customers are and what motivates them. However, previous research didn´t focus on identification of critical variables for market segmentation in online game market. Additionally, the traditional clustering methodologies have not provided a unique clustering nor determined the precise number of clusters. The purpose of our research is to identify the critical variables and to develop a new methodology for market segmentation of online game market. Our research tested the model with 438 Chinese online game users

Keywords

Internet; computer games; consumer behaviour; entertainment; market research; Chinese online game market; critical variable identification; market segmentation; motivation; target customer; Communication industry; Companies; Cultural differences; Finance; Game theory; Management information systems; Telecommunications; Testing; Toy industry; Wireless networks;

fLanguage

English

Publisher

ieee

Conference_Titel

e-Business Engineering, 2005. ICEBE 2005. IEEE International Conference on

Conference_Location

Beijing

Print_ISBN

0-7695-2430-3

Type

conf

DOI

10.1109/ICEBE.2005.130

Filename

1552976