Critical Success Factors of Computer Game in Taiwan
Dr. Cherng G. Ding
Although the worldwide business is depressed, the game industry has been growing rapidly in domestic and overseas market. In Taiwan, more than 10 new computer games are launched per month averagely, but very few of them would be favored by computer game players to play an important role in the computer game market. Because of the changing situation, the computer game industry is very hard to achieve success in the market. Thus the main purpose of this study is to investigate some common elements from the viewpoints of consumers can cause computer games to success. It is by studying the documents and referring to the suggestion from the game companies to find all possible critical influential factors. And only keep the factors that can be recognized by consumers as the research variable in this study. This study used web-questionnaires to collect data from computer game players, and the valid respondents are 463. Furthermore, the factors that players care about were obtained by using repeated measurement and Bonferroni analysis. The result of this study showed that the relative important factors considered by consumers are different by gender and age, but the common important factors are almost the same. These factors are “the design of the screen pictures”, “the design of the music and sound”, “the design of the background and the plot of a play”, “the less bugs”, and “the customer service”. As the most important factors considered by consumers, these five factors are the critical success factors of computer games. Therefore, this study suggests that while making decision of resources allocation, computer game firms shall allocate the limited resources to the above factors first to avoid wasting resources on the minor fields.