Exploring online game users’ value and life style
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 behavior 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
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.
- All contributor(s) agree to transfer the copyright of this article to IOJPH Journal.
- IOJPH Journal will have all the rights to distribute, share, sell, modify this research article with proper reference of the contributors.
- IOJPH Journal will have the right to edit or completely remove the published article on any misconduct happening.
