Analýza spotřebitelského chování na trhu placeného online obsahu

Abstract

This master’s thesis focuses on the analysis of consumer behaviour on the paid online content market, with particular attention to streaming platforms, online news, and platforms for creator support. The research is based on a questionnaire survey examining the types of services consumers use and the factors that influence their decisions and behaviour. Based on the findings, recommendations are proposed to serve as a foundation for providers of paid online content.