Návrh typologie uživatelů streamovacích televizních služeb

Abstract

The aim of the diploma thesis is to create costumers typology for TV streaming services and their analysis. Based on the information obtained through a questionnaire survey, it analyzes their attitudes, motivations to use the services and their characteristics. This work seeks to identify new knowledge about users and understand their individual types, key attitudes and shopping behavior for choosing this services. Through factor and cluster analysis were identified 3 types of customers. The name of them are Active Users, Pessimistic Users and Users looking for shared entertainment. The resulting typology should help streaming companies with communication with their customers, with introducing new services, with building users relationships and care for them.