Who are the target customers in Chinese online game market?: segmentation with a two-step approach

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