Analýza spotřebitelského chování hráčů online her

Abstract

The topic of the bachelor thesis is the Analysis of Online Games Players Consumer Behaviour. The main objective of this bachelor thesis is to analyze consumer behaviour of League of Legends players in Czech republic. The secondary objectives are to recognize differences in consumer behaviour of members from generations Y and Z. Thesis is divided into two parts, theroretical and pracital part. The theoretical part describes behavioral models, behavioral influences, decision-making process, market segmentation and consumer behavior in the online environment and characteristics of the game League of Legends. The online interview method was chosen for the practical part. Based on the results, minor differences in consumer behavior were found. Players representing the Y generation play more hours on average, buy the game currency more often, and invest more in it. Players generally purchase content that is different from other players (champion skins). They are influenced by discounts and design when buying. Players make decisions on their own and do not let themselves be influenced by referral group recommendations.