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Exploring Online Gamers′ Preference for Online Games  

백승익 (한양대학교 경영대학)
송영석 (삼성전자 로지텍)
Publication Information
Abstract
Many online content providers who use the Internet to distribute contents, such as news, music, games, books, and other types of information, have been experiencing an extremely competitive business environment. To survive in this environment, they have started charging a fee for the contents that they provide. However, there have been very few success stories in commercializing online contents. One of the biggest hurdles may be customers' psychological resistance against paying a fee for the contents that have been free of charge previously. Without examining customers' perceived prices for online contents, many online content providers have tended to decide their prices by themselves. Online games are not exceptional cases. Although many online game-related research works have focused on psychological and technical aspects, very few works have examined online garners' preference carefully. This study alms at exploring online garners' preference by measuring their WTP (willingness to pay) for online games.
Keywords
Online Games; Conjoint Analysis; Willingness to Pay; Preference;
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Times Cited By KSCI : 2  (Citation Analysis)
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