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A Bayesian network approach to examining key success factors of mobile games

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  • Park, Hyun Jung
  • Kim, Sang-Hoon

Abstract

As mobile game business becomes one of the most lucrative as well as fast-growing businesses, examining key success factors in this industry is of great interest. Utilizing a research method called Bayesian network, this paper models and tests interrelationship among product, marketing, consumer and competition variables. The current study surveys experts who launch many games in Korea. The three most crucial factors for successful games turn out to be targeting, awareness and consumers' willingness to pay (WTP). Many of the other factors influence the performance of games via these three factors. This paper not only investigates into the sensitivity of game performance to targeting and awareness levels but also examines the influences of product/marketing variables on consumers' first impression or willingness to pay. The findings on the roles of product or marketing factors that affect consumers' perceptions and responses, thereby competitiveness and success, will help game makers and distributors make reasonable decisions in allocating corporate resources more efficiently.

Suggested Citation

  • Park, Hyun Jung & Kim, Sang-Hoon, 2013. "A Bayesian network approach to examining key success factors of mobile games," Journal of Business Research, Elsevier, vol. 66(9), pages 1353-1359.
    • Handle: RePEc:eee:jbrese:v:66:y:2013:i:9:p:1353-1359
    DOI: 10.1016/j.jbusres.2012.02.036
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    References listed on IDEAS

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    1. Geng Cui & Man Leung Wong & Hon-Kwong Lui, 2006. "Machine Learning for Direct Marketing Response Models: Bayesian Networks with Evolutionary Programming," Management Science, INFORMS, vol. 52(4), pages 597-612, April.
    2. Gupta, Sumeet & Kim, Hee W., 2008. "Linking structural equation modeling to Bayesian networks: Decision support for customer retention in virtual communities," European Journal of Operational Research, Elsevier, vol. 190(3), pages 818-833, November.
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    Cited by:

    1. Sreejesh, S. & Ghosh, Tathagata & Dwivedi, Yogesh K., 2021. "Moving beyond the content: The role of contextual cues in the effectiveness of gamification of advertising," Journal of Business Research, Elsevier, vol. 132(C), pages 88-101.
    2. Yi, Jisu & Lee, Youseok & Kim, Sang-Hoon, 2019. "Determinants of growth and decline in mobile game diffusion," Journal of Business Research, Elsevier, vol. 99(C), pages 363-372.
    3. Qing Yang & Yanxia Zhu & Xingxing Liu & Lingmei Fu & Qianqian Guo, 2019. "Bayesian-Based NIMBY Crisis Transformation Path Discovery for Municipal Solid Waste Incineration in China," Sustainability, MDPI, vol. 11(8), pages 1-21, April.
    4. Ghosh, Tathagata & Sreejesh, S. & Dwivedi, Yogesh K., 2022. "Brand logos versus brand names: A comparison of the memory effects of textual and pictorial brand elements placed in computer games," Journal of Business Research, Elsevier, vol. 147(C), pages 222-235.
    5. Lee, Young-Jin & Ghasemkhani, Hossein & Xie, Karen & Tan, Yong, 2021. "Switching decision, timing, and app performance: An empirical analysis of mobile app developers’ switching behavior between monetization strategies," Journal of Business Research, Elsevier, vol. 127(C), pages 332-345.

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