Analýza spotřebitelského chování uživatelů na trhu online PC her

Abstract

The main theme of the diploma is the analysis of consumer behavior of users on the Online PC Games Market. The purpose of the diploma is to analyze the consumer behavior of users of online game League of Legends in Czech and Russian region, compare their behaviour and find out differences between this two countries. This diploma divided into two parts, the theoretical and practical part. In the theoretical part was defined models of consumer behavior, the process of purchasing decision and League of Legends characteristics. In the practical part, the method of electronic survey was chosen through a questionnaire. Based on the results of the research between the Czech Republic and Russia were found no significant differences. More than a half of the players in both countries play the game every day, or 5-6 days a week, and the average age of players between 15 to 34. The duration of one active session is usually 3-4 hours, which corresponds to 4-6 games at one time. League of Legends users buys the content of the game primarily because of the design and animation of either champion skins, totems, or summoners icons.