[go: up one dir, main page]
More Web Proxy on the site http://driver.im/
Skip to main content

A Comparison of Target Customers in Asian Online Game Markets: Marketing Applications of a Two-Level SOM

  • Conference paper
Artificial Neural Networks – ICANN 2006 (ICANN 2006)

Part of the book series: Lecture Notes in Computer Science ((LNTCS,volume 4132))

Included in the following conference series:

  • 1307 Accesses

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.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Similar content being viewed by others

References

  1. Ackley, J.: Roundtable Reports: Better Sound Design. Gamasutra (1998), http://www.Gamasutra.com/features/gdc_reports/cgdc_98/ackley.htm

  2. Agarwal, R., Karahanna, E.: Time Files When You’re Having Fun: Cognitive Absorption and Beliefs About Information Technology Usage. MIS Quarterly 24(4), 665–694 (2000)

    Article  Google Scholar 

  3. Baron, J.: Glory and Shame: Powerful Psychology in Multiplayer Online Games. Gamasutra (1999), http://www.gamasutra.com/features/19991110/Baron_01.htm

  4. Bezdek, J.C.: Some New Indexes of Cluster Validity. IEEE Transactions on Systems, Man, and Cybernetics, Part B 28(3), 301–315 (1998)

    Article  Google Scholar 

  5. Blatt, M., Wiseman, S., Domany, E.: Super-paramagnetic Clustering of Data. Physical Review Letters 76(8), 3251–3254 (1996)

    Article  Google Scholar 

  6. Boudaillier, E., Hebrail, G.: Interactive Interpretation of Hierarchical Clustering. Intelligent Data Analysis 2(3), 41 (1998)

    Google Scholar 

  7. Buhmann, J., KÜhnel, H.: Complexity Optimized Data Clustering by Competitive Neural Networks. Neural Computation 5(3), 75–88 (1993)

    Article  Google Scholar 

  8. Calinski, R.B., Harabasz, J.: A Dendrite Method for Cluster Analysis. Communication in Statistics 3, 1–27 (1974)

    Article  MathSciNet  Google Scholar 

  9. Calantone, R.J., Zhao, Y.S.: Joint ventures in china: a comparative study of Japanese, Korean, and U.S. partners. Journal of International Marketing 9(1), 1–23 (2000)

    Article  Google Scholar 

  10. Choi, D.S., Park, S.J., Kim, J.W.: A Structured Analysis Model of Customer Loyalty in Online Games. Journal of MIS Research 11(3), 1–20 (2001)

    Google Scholar 

  11. Davies, D.L., Bouldin, D.W.: A Cluster Separation Measure. IEEE Transactions Pattern Analysis and Machine Intelligence 1, 224–227 (1979)

    Article  Google Scholar 

  12. Davies, F.D., Bagozzi, R.P., Warshaw, P.R.: Extrinsic and Intrinsic Motivation to Use Computers in the Workplace. Journal of Application Society Psychology 22(14), 1111–1132 (1992)

    Article  Google Scholar 

  13. Dunn, J.C.: A Fuzz Relative of the ISODATA Process and Its Use in Detecting Compact Well-Separated Clusters. Journal of Cybernetics 3, 32–57 (1973)

    Article  MATH  MathSciNet  Google Scholar 

  14. Hagel, J., Armstrong, A.: Net Gain: Expanding Markets through Virtual Communities. Harvard Business School Press, Boston (1997)

    Google Scholar 

  15. iResearch China Online Game Users Survey Report 2003, Shanghai (2003)

    Google Scholar 

  16. KGDI: 2003 Korean White Game Paper. KGDI, Seoul (2003)

    Google Scholar 

  17. KIEC: 2005 e-Business White Paper. Korea Institute for Electronic Commerce (KIEC), Seoul (2005)

    Google Scholar 

  18. Lewinski, J.S.: Developer’s Guide to Computer Game Design. Wordware Publishing Inc., Texas (2000)

    Google Scholar 

  19. Maulik, U., Bandyopadhyay, S.: Performance Evaluation of Some Clustering Algorithms and Validity Indices. IEEE Transactions of Pattern Analysis and Machine Intelligence 24(12), 1650–1654 (2002)

    Article  Google Scholar 

  20. Sanchez-Crespo, D.: 1999 from a Game Development Perspective. Gamasutra (1999), http://gamasutra.com/features/19990802/siggraph_01.html

  21. Shim, Y.S., Chung, J.W., Choi, I.C.: A Performance Comparison of Cluster Validity Indices based on K-means Algorithm. Journal of MIS Research 16(1), 127–144 (2006)

    Google Scholar 

  22. Spector, W.: Remodeling RPGs for the New Millennium. Gamasutra (1999), http://www.gamasutra.com/features/game_desing/19990115/remodeling_01.htm

  23. Vesanto, J., Alhoniemi, E.: Clustering of the Self-organizing Map. IEEE Transactions on Neural Networks 11(3), 586–600 (2000)

    Article  Google Scholar 

  24. Webster, J., Martocchio, J.J.: Micro Computer Playfulness: Development of a Measure with Workplace Implications. MIS Quarterly 16(2), 201–226 (1992)

    Article  Google Scholar 

  25. Woodcock, W.: Game AI: the State of the Industry. Gamasutra (1999), http://www.gamasutra.com/features/19990820/game_ai_01.html

Download references

Author information

Authors and Affiliations

Authors

Editor information

Editors and Affiliations

Rights and permissions

Reprints and permissions

Copyright information

© 2006 Springer-Verlag Berlin Heidelberg

About this paper

Cite this paper

Lee, SC., Moon, JY., Suh, YH. (2006). A Comparison of Target Customers in Asian Online Game Markets: Marketing Applications of a Two-Level SOM. In: Kollias, S., Stafylopatis, A., Duch, W., Oja, E. (eds) Artificial Neural Networks – ICANN 2006. ICANN 2006. Lecture Notes in Computer Science, vol 4132. Springer, Berlin, Heidelberg. https://doi.org/10.1007/11840930_94

Download citation

  • DOI: https://doi.org/10.1007/11840930_94

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-540-38871-5

  • Online ISBN: 978-3-540-38873-9

  • eBook Packages: Computer ScienceComputer Science (R0)

Publish with us

Policies and ethics