Ethnographic decision tree for male decision criteria related to online games
by Tung-Lin Chuang; Chung-Ho Su
International Journal of Electronic Business (IJEB), Vol. 10, No. 4, 2013

Abstract: Online games have emerged as an important and interesting research area in a variety of academic and official settings. This study adopts ethnographic decision tree modelling (EDTM) which here integrates qualitative and quantitative paradigms to model the decision-making process of whether or not to play online games by male undergraduate students. The model is built based on qualitative data gathered through in-depth interviews of 29 respondents, where 18 criteria for playing online games are elicited. The model is tested using qualitative and quantitative data from interviews, and a structured questionnaire involving 241 respondents. The predictability of the model is 90.04%. Armed with the results, this study provides online game industries an understanding of the decision-making process of male undergraduate players in Taiwan, and reveals methodology and theory standpoints for the researchers with similar interests.

Online publication date: Fri, 10-Apr-2015

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