A comparison of target customers in asian online game markets: marketing applications of a two-level SOM

Authors:
Sang-Chul Lee;Jae-Young Moon;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
Venue:
ICANN'06 Proceedings of the 16th international conference on Artificial Neural Networks - Volume Part II
Year:
2006

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Abstract

The purpose of our research is to identify the critical variables, to implement a new methodology for Asian online game market segmentation, and to compare target customers in Asian online game markets; Korea, Japan and China. Conclusively, the critical segmentation variables and the characteristics of target customers were different among countries. Therefore, online game companies should develop diverse marketing strategies based on characteristics of their target customers.