Segmenting sport video gamers by motivation: a cluster analysis

Yongjae Kim and Soojin Kim

Journal of Global Scholars of Marketing Science, 2013, vol. 23, issue 1, 92-108

Abstract: Using the Uses and Gratifications paradigm, the present study examines motives for playing sport video games (SVG). Based on motivations, this study identifies segments of SVG users using a cluster analysis, and then explores potential similarities and differences between segments based upon demographic and behavioral variables. With a sample of 378 SVG users from four popular video game websites, the cluster analysis yielded two distinct clusters: Fun seekers and Fantasy seekers. Results indicated that the members of each cluster seek various gratifications from SVG use. Each cluster also was further distinguished based upon gender, marital status, and media consumption behaviors. Implications are discussed relative to virtual sport experience in the mediated environment and its corresponding marketing strategies.

Date: 2013
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DOI: 10.1080/21639159.2012.744513

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