Analýza spotřebitelského chování hráčů online počítačové hry

Abstract

This diploma thesis focuses on the topic of consumers’ behavior analysis of online PC game players. The aim of this thesis is to analyze the way the users of online PC game Dota 2 behave during virtual shopping, identify behavior of Czech and Ukrainian consumers, compare it and find the differences between these two countries. The analysis focuses on factors influencing the reasons why consumers shop or don’t shop for virtual goods, what influences the consumers and what they consider to be important when shopping. The main source of information is acquired by quantitative research via electronic questionnaire. The data acquired from the research are used for description of the difference between consumers’ behavior of the two countries. The research result shows only subtle difference between Czech and Ukrainian consumers’ behavior. The Ukrainian economical situation is worse than the Czech one, therefore Czech consumers tend to buy more virtual goods than the Ukrainians. The consumers of Dota 2 prefer shopping for heroes’ sets of clothes.