[Orc]

http://pc.ign.com/articles/771/771403p1.html

Korean and Asian markets, according to Dr. Wi, are more focused on end results, or item acquisition. In contrast, gamers in the United States are more interested in the process of obtaining those items.

Ideas about the functions of online communities differ as well. 71.13 percent of Chinese gamers polled reported they joined in-game guilds for a play advantage, while only 20.69 percent of Americans chose the same answer. When asked if they joined guilds to make friends, only 14.81 percent of Chinese gamers reported in the positive, compared to 48.68 percent of Americans. Dr. Wi drew the conclusion that American gamers are looking to foster a community and communicate with friends, whereas Chinese gamers are more focused on achieving end goals.

[Akuma]

Originally Posted by Orc

http://pc.ign.com/articles/771/771403p1.html

Or Western players are more hypocritical about why they join guild.

WoW is full of shit when it comes to guilmshopping to better oneself. It's the rule, even on EUro/US servers. Except people come up with BS like: "my 10 years old friend is in sosandso guild so i'll join him, sorry guys".