Title :
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
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;
Conference_Titel :
e-Business Engineering, 2005. ICEBE 2005. IEEE International Conference on
Conference_Location :
Beijing
Print_ISBN :
0-7695-2430-3
DOI :
10.1109/ICEBE.2005.130
