Analýza spotřebitelského chování na trhu online her

Abstract

This bachelor thesis focuses on the analysis of consumer behaviour in the online game market. It examines players’ spending on digital content, their attitudes towards in-game purchases, their experience with loot boxes, and possible links to risky behavioural patterns. The theoretical part defines consumer behaviour in the digital environment, characterises the online game market, and describes the role of digital content and random reward mechanisms in contemporary game business models. The practical part is based on a quantitative questionnaire survey conducted among online game players aged 18 and over. A total of 144 respondents were included in the final analysis, and the collected data were evaluated using first- and second-level classification as well as Pearson’s chi-square test. The results showed that more than half of the respondents spend money on digital content in games, although mostly only lower monthly amounts. The most frequently purchased types of digital content were cosmetic items and DLCs. The research further confirmed that respondents primarily perceive digital content as an element that enhances their overall gaming experience. In relation to loot boxes, the findings showed that opening them is mainly associated with strong anticipation and tension, and that experience with loot boxes is more often linked to a more open attitude to risk and to a more frequent occurrence of difficulties in controlling spending on gambling activities. Based on the findings, the thesis formulates recommendations for game companies, particularly regarding the offer of digital content, the transparency of in-game mechanisms, and a more responsible approach to random reward systems.