Application of a two-level self organizing map for korean online game market segmentation

Authors:
Sang-Chul Lee;Jae-Young Moon;Jae-Kyeong Kim;Yung-Ho Suh
Affiliations:
Department of Management Information Systems, Korea Christian University, Seoul, South Korea;School of Business Administration, Kyung Hee University, Seoul, South Korea;School of Business Administration, Kyung Hee University, Seoul, South Korea;School of Business Administration, Kyung Hee University, Seoul, South Korea
Venue:
SSPR'06/SPR'06 Proceedings of the 2006 joint IAPR international conference on Structural, Syntactic, and Statistical Pattern Recognition
Year:
2006

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Abstract

Online game industry has encountered higher competition in global market. To survive successfully in today’s competitive online game markets, they need to determine who the target customers are and what motivates them. The purpose of our research is to identify the critical variables and to implement a new methodology for online game market segmentation using self organizing map. Our research tested the model with Korean online game users.