Segmentation of Gamers and its Relationship with Personality

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Segmentation of Gamers and its Relationship with
Personality

• Jason Chuang Keng Wei Academic Staff
• 
  (Centre for Innovation and Enterprise)
• Lim Xian Ian Benedict Student
• Chan Wei Shen Student
• Ho Shu Yuan Student
• Koay Sheng Keat Student
• Tan Yongsheng, Sham Student

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CONTENTS

• Introduction
• Literature Review
• Methodology
• Findings
• Conclusion

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INTRODUCTION

• Market Segmentation
• Hardcore versus Casual
• Male versus Female
• Age Groups
• Genre

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LITERATURE REVIEW
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LITERATURE REVIEW CONT.
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LITERATURE REVIEW CONT.
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METHODOLOGY

• 467 Respondents (Online Survey)
• 44 Scale (5-point) Big Five Inventory
• 40 Scale Item Constructed
• SPSS

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DESCRIPTIVE STATISTICS
225
242
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PERSONALITY (BIG FIVE INVENTORY)

• Extroversion
• Agreeableness
• Conscientiousness
• Neuroticism
• Openness

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EXTROVERSION
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AGREEABLENESS
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CONSCIENTIOUSNESS
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NEUROTICISM
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OPENNESS
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FACTOR ANALYSIS

• Drop Items to Maximize Cronbachs Alpha
• Principal Component Extraction Method
• Varimax Rotation

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FACTOR ANALYSIS CONT.
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FACTOR LIFESTYLE
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FACTOR IMMERSION
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FACTOR SOCIAL
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CORRELATION PERSONALITY
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T TEST PERSONALITY - GENDER
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T TEST FACTORS - GENDER
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CORRELATION FACTOR - PERSONALITY
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CONCLUSION

• Characteristic of a Gamer
• Lifestyle
• Immersion
• Social
• Gender differences between Gamers
• Personality influence on Gamers