Spotřebitelské chování na trhu digitálních obchodů s hrami

Abstract

This thesis is focused on consumer behavior on the digital game market. The thesis is divided into seven chapters. Opening chapter serves as introduction to the topic and brief plan of the thesis. In the chapter is also stated the main objective of the thesis. The objective is to analyze consumer behavior on the digital game market. Concepts as consumer, macroenviroment and mesoenviroment, current trends and biggest digital gaming stores are described in the thesis. Chapter called Data Collection Methodology contains research goals of the thesis, which should help to analyse preference, attitude and behaviour of customer when buying from digital gaming store. The research hypotheses concerning the gaming market as a whole and individual companies operating in the market are also determined in this chapter. A questionnaire was created to obtain the data needed for the analysis. Data from the questionnaire were evaluated in the statistical program and then converted into graphs and tables in the fifth chapter, Analysis of Consumer Behavior. Subsequently, according to the results of the analysis, suggestions and recommendations were created for both digital gaming stores and researchers who will perform an analysis on the same or similar topic.