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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...
To compete successfully in today's global online game markets, a cross-national analysis for market segmentation is becoming a more important issue, by which companies are able to understand their domestic and foreign loyal customers and concentrate their limited resources into the target customers. However, previous research methodologies for market segmentation were difficult to be conducted on...
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