Based on the forecast of IDC, the compound annual growth rate of the on-line game industry will be 21% in the Asia Pacific zone except Japan. And, the on-line game industry is confronting the challenge of free on-line game. This research probes into the consumers' satisfaction, the motive of participation, and the relation between both, and divides the customer into four subgroups by their motive of participation. Finally, this research gives some suggestions on marketing or packing of product to the on-line game industry.