In this paper, we developed measurement scales for five experiential modules of the SEMs for online game players and the three attributes that are repurchase desire, public praise and recommendation desire and cross-purchase desire to set up the decision trees from the collected questionnaires of existence players. Accounting to the online games consumers attributes’ literatures, we located and modified the important influential factors for each experiential module. Then, by applying the technique of decision tree data mining, we explored the potential relationship between the important influential factors and customer loyalty. The major contribution of this paper is to integrate data mining and experiential marketing to segment online game customers. These results can help firms to predict and understand the new consumers’ purchase behavior. According to this understanding, online games’ manufactures could draw up the different market strategies to increase the more purchase for the new different attributes’ consumers.
Expert Systems with Applications, 36(4), 8487-8495