Analýza spotřebitelského chování uživatelů na trhu PC a konzolových her s mikrotransakcemi

Abstract

This bachelor thesis deals with the analysis of consumer behaviour on PC and console games market with microtransactions. The purpose of the bachelor thesis was to find out the use of microtransactions by consumers in the Czech environment and compare their behavior between generation Y and Z. Furthermore, was investigated the attitude towards the streaming platform Twitch.tv. The thesis was divided into theoretical and practical part. The theoretical part describes the theoretical basis of consumer behaviour, describes and compares generation Y and Z and explains types of games and microtransactions, including examples. The online questionnaire survey was used to analyze the overall attitude of all players, but also to analyze the attitudes and opinions of generations Y and Z.The practical part describes the methodology of marketing research and then its analysis. The results showed that consumer behaviour of both generations is very similar, and despite the rather negative attitude towards microtransactions, many players uses microtransactions.