Abstract
Value creation for customers is an important constituent of any business model especially the online ones. There are various factors in the literature regarding the perceived value of customers like efficiency, novelty, or lock-in. These factors are so general and may be different in different countries, times, or even cultures. In this research, customers’ perceived value is analyzed based on his or her behavior in the website. This is done by using data mining techniques. A case study of 3tark that is a pioneer website in online game and entertainment in Iran is evaluated in this paper. By using data mining techniques, some of the valuable items for customers of this website are specified. These valuable items could also be a guideline for those that are active in the area of online games and entertainment, especially the Iranian websites.
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