Analýza spotřebitelského chování uživatelů služby Twitch

Abstract

The subject of this thesis is an analysis of consumer behaviour of the Twitch service users. The goal of this thesis was to find out, whether there are statistically significant differences in consumer behaviour amongst the Czech users of social live-streaming service Twitch. Research was executed using an online survey, thus the method used in this research is a survey. Processing of the data was accomplished by using softwares such as Microsoft Office Excel 2016 and IBM SPSS Statistics 25. A factor and cluster analysis were used to define three types of products and three types of users, based on the consumer behaviour. These product types were named as Subsidiary, Stream and Games. User types were named as Buyers, Gamers and Inert. Statistically significant differences has been found amongst users based on the intensity of playing games. Buyers and Gamers tend to play games more often than Inert users. Including the motivation and gratification theory in the analysis, it has been found that users of Twitch are mostly watching streams on Twitch, because it is a form of entertainment for them. However, statistically significant differences between all three types of users were found when it comes to users‘ motivations of informational character. In conclusion, Buyers tend to buy more often than Gamers and Inert users and they mostly differ from them in buying Subsidiary products, such as gaming hardware, in-game products and other products. Gamers mostly differ from others in buying game products, apart from the in-game products. Inert users only buy products from the category Stream, such as subscribes, donates, bits or merchandising of channels and games, but in this behaviour they are not significantly different from Buyers and Gamers.