The aim of this study is to examine the characteristics of digital game users and discuss desirable development and marketing strategies for firms. This study developed measurement scales and empirically found that there are two segments in the market: "share" and "achievement" orientation. Some...

This study examines preceding factors of user innovation behavior using a case of smartphone applications toexamineindirect and direct effects of consumer attitude on user innovation. Specifically, this study focuses ontwo aspects of the user innovation evaluation:quality and quantity. Quality...