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

  • Sang-Chul Lee
  • Jae-Young Moon
  • Yung-Ho Suh
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 4132)


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.


Customer Loyalty Virtual Community Market Segmentation Online Game Chinese 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
  • 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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