Motivy hráčů online her k nakupování virtuálních předmětů

Abstract

The aim of this work is to describe and reveal the motives of online game players for buying virtual items. Using my own research to uncover consumer behavior and motives. Based on the obtained data, perform an analysis and create a segmentation of respondents. Create recommendations and conclusions for individual segments. The research itself is carried out through internet surveys. The obtained data are analyzed using PivotTables in Excel. Excel is also used to reveal segments. The output of the work is to reveal the motives of players for the purchase of virtual items, to reveal the most frequently purchased virtual items and the formulation of recommendations for individual segments.