Exploring Millennial Generation Behavior of Gamification Contents Converging with ICT and Sharing Economy: Hierarchical Clustering Analysis

The recent trends on the circumstances of the social donation is evolving and the ways of social donation activity or campaign are diversified depending on rapid shifts of state-of-the-art ICT technology, perceptual changes of the individual donor about donation, and the cultural diffusion of sharing economy services. The purpose of this study is empirically focused on that explores and defines the cognitive and behavioral features of millennial (the generation born between 1980 and 1993) generation people in the basis of three theoretical factors, ‘reputation’, ‘emotional satisfaction’, and ‘individual characteristics’ concerning the degree of involvement in gamification contents, so-called mobile game application of social donation program converging with ICT and sharing economy. For this, respondents surveyed are targeted on young people in their twenties who are experienced in mobile game and familiar with the smart devices and wireless network. To conclude, this study proposes the theoretical definition of three differentiated millennial consumer groups through hierarchical clustering analysis and a research framework segmenting market or consumer in a marketing perspective as a preceding research for future studies.