Rogel Angelo Rebualos
ABSTRACT
Online games display a unique market with a promising economy; hence many developer companies are exploring and have been utilizing this technology because of good possibility in recent years. This study aimed to determine the composition of online game attribute that is most preferred by customers using a Conjoint Analysis Approach. This study utilized different attributes such as graphics, player-to-player interaction, character creation freedom, game accessibility, monetization, storyline, and business model. An orthogonal design of conjoint analysis was utilized to assess customer preference for online games. A survey was proposed to a community of online game players and segmented among their gender, age, and income. The results showed that business model was the most considered attribute while accessibility and monetization were the least preferred. The findings of this study could be beneficial to both technology corporations developing products that fit their target customers and customers making most of their investment.
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Index Terms
- Customer Preferences for Online Games: A Conjoint Analysis Approach with Market Segmentation
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