An Application of Conjoint Analysis to the Optimal Combination of the Product Attributes of Freemium Mobile Games

  • 羅 宸杰

Student thesis: Master's Thesis


Ever since the introduction of smart-phones to the mass public in 2007 the market share of smart-phones has skyrocketed with each successive year not only did smart-phones increase with popularity but also the complementary applications During the prominent years of the smart-phone industry mobile gaming has also undergone drastic changes – the transition from paid mobile games to what is now called “Freemium” mobile games The primary purpose of this study is to discuss which attributes attracts consumers most when selecting Freemium mobile games by using the Conjoint Analysis This research consists of two phases the first involves filtering ten distinct attributes acquired from various literatures by using Products Attributes Theory The second comprises of utilizing the statistics methodology of the Conjoint Analysis to construct the so-called “Cards” which is then applied in the final questionnaire The results showed that consumers regard the attributes “Game Stability” “Word-of-Mouth” “Originality” and “Game Graphics” (in preference order) as valuable attributes toward Freemium mobile games As an additional research the willingness-to-pay of Freemium mobile games was also conducted should future trends allow the dominance of paid mobile games
Date of Award2016 Jan 26
Original languageEnglish
SupervisorShuang-shii Chuang (Supervisor)

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