Abstractl With the increasiDg poplllarity of broadband networks, the online game market is beconing mote maturc. One ofthe most popular online ganes, ivorld of Warcraft, has more than t€n million global memb€rs, making it the largest massive multiplayer online role playing game IMMORPC) Many resiarchers have widely explored online comnlunities' However, online enteftainmeDt colnmunity has seldom bee addrcssed; especially iD the investigation of online communities marketing facto,s and coDsurner behavi6ur. An issue ol pafticr ar irlterest h this study is in detennining whether there arc some relatiouships in online game c,onsumer model betwee'll marketing factors anal behaviour, and if there are relalionships' iD