EXPLORING ONLINE GAME USERS’ VALUE AND LIFE STYLE

Authors

  • Shwuhuey Wang Department of Innovative Design and Entrepreneurship Management Far East University, Taiwan

DOI:

https://doi.org/10.53555/eijbms.v4i3.69

Keywords:

Online game, Value, Lifestyle

Abstract

The advent of online game grasped user’s eyesight quickly and become worldwide popular in a short time. For the values and lifestyle of a certain group is quite critical for marketers, they can make effective and valuable strategies by understanding the above factors, therefore, if the vast amount of online game users possess common features remain worthy to be explored. The objective of the study is to explore online game users’ value and life style for practitioners to make future strategies. We send out 400 questionnaires to online game users and 327 were returned. Factor analysis was conducted to analyze to find out the features of the participants. The results indicated that online game users can be classified as the following three groups: fashion-pursuing, rational behaviour and duty-abiding. Accordingly, marketers should make effective and specific strategies when focusing on these groups so that they can significantly enhance the efficiency of decisions under limited resources.

References

. Engel, Kollat & Blackwell（1973）. Consumer Behavior, 2nd Ed., Rinehart and Winston Inc...

. Hagel, J., Armstrong, A.G., (1996). The Real Value of On-Line Communities. Harvard Business Review 2 (May–June), 134–141.

. Hawkins, Del., Roger J. Best, and Kenneth A. Coney（1992）. Consumer Behavior: Implications for Marketing Strategy, Fifth ed., Richard D. Irwin, Inc.

. Kotler, P.(2000). Marketing management (millennium Ed.). New Jersey: Prentice Hall.

. Klang, M., Olsson, S. (1999). Building communities online, in: Proceedings of Fourth International Workshop on CSCW in Design, pp. 43–52.

. Kluckhohn, C., (1951). Values and Value-Orientations in the Theory of Action: An Exploration in Definition and Classification.

. Mowen, John C. and Michael Minor (2001), Consumer Behavior: A Framework, Upper Saddle River, New Jersey: Prentice-Hall, Inc.

. Plummer J. T. (1974). The Concept and Application of Life Style Segmentation, Journal of Marketing, vol.38, p.33-37.

. Rokeach, M., (1973). The Nature of Human Values. N.Y.: The Free Press.

. Settle, R., & Alreck, P. (1989). Why They Buy: American Consumers Inside and Out.

. Soloman, M. (2015). Consumer Behavior: Buying, Having, and Being, 11th ed., Pearson Education Limited.

. Talcott Parsons & Edward Shils (Eds.). Toward a General Theory of Action. Cambridge, Mass: Harvard University Press.

Downloads

Published

2018-09-27

Issue

Vol. 4 No. 3 (2018): EPH - International Journal of Business & Management Science (ISSN: 2208-2190)

Section

Articles

License

Copyright (c) 2018 EPH - International Journal of Business & Management Science (ISSN: 2208-2190)

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.