| Summary: | 碩士 === 朝陽科技大學 === 資訊管理系碩士班 === 96 === Due to the fierce market competition and short product life cycle, identifying customers’ true needs is a crucial factor for survival in online game industry. In tradition, game producers heavily rely on game testers, who are primarily responsible for analyzing computer games, finding software defects and being a part of quality control process, to find customers preferences. However, today the tastes of gamers shift frequently. Game producers need an effective approach to discover what users truly think and find customers’ segmentation. Therefore, this study proposes a new methodology called “C-Kano Model” which integrates traditional Kano model with TRIZ and SCAMPER technique not only to identify users’ preferences quickly, but also to create new attractive quality elements. Besides, this study also uses decision tree and association rules to acquire knowledge of customers’ preferences for marketing decisions. Finally, a real case study of online games has been provided to illustrate the effectiveness of our proposed model.
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