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A Study on a Benefit-Based Segmentation of Domestic Visitors of an Industrial Exhibition in the Game Industry: A Case Study of G-STAR 2014

Ahn, Young-joo 1 HYUN SUNGHYUP 2 Kim, In-sin 3

1부산대학교 BK연수연구원
2한양대학교
3부산대학교

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ABSTRACT

The purpose of this study is to examine benefits sought of G-STAR participation among domestic visitors. It is also to classify the visitors into segmented groups based on their benefits sought. Finally, this study examines differences in online and mobile game involvement and the awareness after participating in G-STAR 2014 among segmented groups. An onsite survey of visitors at G-STAR was conducted. Exploratory factor analysis and cluster analysis were employed to identify market segments by using data collected from 404 respondents. The results of this study found three segmented groups. The results provided detailed profiles and differences in game involvement and awareness after G-STAR among the identified benefit-based segments. The importance of the development of customized exhibition programs in order to increase the awareness of the industrial exhibition among visitors is stressed.

Citation status

* References for papers published after 2022 are currently being built.