Segmenting online gamers by motivation

Online games are becoming one of the most profitable online entertainment businesses. Nevertheless, online game players may have diverse motivations for playing online games, which in turn influence their behaviors and preferences in playing online games. Through factor analysis for dimensionality reduction, this study identifies two underlying motivational factors: (1) the need for exploration, and (2) the need for aggression. From these two factors, this study clusters online gamers into three segments: (1) the aggressive gamers, (2) the social gamers, and (3) the inactive gamers. The aggressive gamers score highest on both factors. The social gamers score high on the first factor, but score lowest on the second factor. The inactive gamers score lowest on the first factor, and score in the middle on the second factor. Significant differences exist in consumer behaviors across different segments of online gamers. Theoretical supports for the two motivational factors are discussed, and managerial implications for online game service firms are provided.