Application of a Two-Level Self Organizing Map for Korean Online Game Market Segmentation

  • Sang-Chul Lee
  • Jae-Young Moon
  • Jae-Kyeong Kim
  • Yung-Ho Suh
Part of the Lecture Notes in Computer Science book series (LNCS, volume 4109)


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.


Customer Loyalty Virtual Community Market Segmentation Online Game Game Market 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer-Verlag Berlin Heidelberg 2006

Authors and Affiliations

  • Sang-Chul Lee
    • 1
  • Jae-Young Moon
    • 2
  • Jae-Kyeong Kim
    • 2
  • Yung-Ho Suh
    • 2
  1. 1.Department of Management Information SystemsKorea Christian UniversitySeoulSouth Korea
  2. 2.School of Business AdministrationKyung Hee UniversitySeoulSouth Korea

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