Analýza nákupního chování na trhu virtuálního zboží

Abstract

This bachelor's thesis analyzes the purchasing behaviour of League of Legends players, focusing on the acquisition of virtual cosmetic skins. The primary objective is to evaluate the factors driving consumer decision-making within the virtual goods market. The theoretical section establishes the foundations of consumer behavior and outlines the specific dynamics of digital markets. Additionally, it introduces the game League of Legends, its business model, and the functional role of in-game skins. The empirical part presents the analysis and interpretation of data gathered via quantitative research among players in the Czech and Slovak Republics, including the statistical testing of established hypotheses. Based on these findings, strategic recommendations are formulated to optimize monetization strategies within the industry.