The effect of cultural differences on the preference of online game items: Focusing on the free-to-play game model

Abstract

The mobile game market, which started with smartphones, is growing faster than other games such as arcade, console, and PC-based games. As a result of its growth, many researchers have sought to investigate the purchase and play intentions of game players. However, little research has been done on consumer preferences for online game items and how they differ from one consumer to another. This study categorizes game users into four groups according to collectivism and individualism to analyze their preferences. The results of this study revealed that vertical individualism and horizontal collectivism have significant effects on item preference.