The influence of watching videogame streams on purchase decisions of gamers and their willingness to pay, evidence from the Czech Republic
| Název práce v češtině: | Vliv sledování videoherních streamů na nákupní rozhodnutí hráčů a jejich ochotu platit, data z České republiky |
|---|---|
| Název v anglickém jazyce: | The influence of watching videogame streams on purchase decisions of gamers and their willingness to pay, evidence from the Czech Republic |
| Klíčová slova: | Videohry, streamování, nezávislé hry, AAA hry, ochota platit, logit, Česká republika |
| Klíčová slova anglicky: | Video games, streaming, indie, AAA, willingness to pay, logit, Czech Republic |
| Akademický rok vypsání: | 2018/2019 |
| Typ práce: | bakalářská práce |
| Jazyk práce: | angličtina |
| Ústav: | Institut ekonomických studií (23-IES) |
| Vedoucí / školitel: | Mgr. Petr Polák, M.Sc., Ph.D. |
| Řešitel: | skrytý - zadáno vedoucím/školitelem |
| Datum přihlášení: | 15.05.2019 |
| Datum zadání: | 15.05.2019 |
| Datum a čas obhajoby: | 07.09.2021 09:00 |
| Místo konání obhajoby: | Opletalova - Opletalova 26, O206, Opletalova - místn. č. 206 |
| Datum odevzdání elektronické podoby: | 24.07.2021 |
| Datum proběhlé obhajoby: | 07.09.2021 |
| Oponenti: | PhDr. Jiří Kukačka, Ph.D. |
| Kontrola URKUND: | |
| Seznam odborné literatury |
| BARÁK, Pavel, ADAMCOVÁ, Jana, STASZKIEWICZ, Maria and KLESLA, Jan, 2020. Studie Herní průmysl 2020 [online]. 2020. GDACZ. [Accessed 10 June 2021].
CHRISTOPH BREIDERT, MICHAEL HAHSLER, and THOMAS REUTTERER, 2006. A Review of Methods for Measuring Willingness-to-Pay. Innovative Marketing [online]. 1 December 2006. Vol. 2, no. 4. [Accessed 16 July 2021]. FOSTER, Lisa, 2016. Effects of Video Game Streaming on Consumer Attitudes and Behaviors. Electronic Theses and Dissertations [online]. 1 May 2016. SETTERSTROM, Andrew J., PEARSON, J. Michael and GUGGENHEIM, David, 2018. The Impact of Social Environment on Willingness to Pay for Online Content. Journal of Internet Commerce. 3 July 2018. Vol. 17, no. 3, p. 283–309. DOI 10.1080/15332861.2018.1463800. STRNADOVÁ, Ivana. Willingness to pay for streaming services: Evidence from the Czech Republic. Prague 2019. Bachelor thesis (Bc.) Charles University, Faculty of Social Sciences, Institute of Economic Studies. ZÁHORA, Zdeněk, 2014. Marketing digitálních her [online]. Masarykova univerzita, Filozofická fakulta. [Accessed 22 June 2021]. Available from: https://theses.cz/id/humzea/?zoomy_is=1#panel_html |
| Předběžná náplň práce v anglickém jazyce |
| Research question and motivation
In the last few decades, the video game industry has been steadily growing; it has become the most dominant in the entertainment sector. The competition in the market is high, and it is therefore important for the firms to find an effective marketing strategy. The market nowadays is dominated by large firms creating big blockbuster games. Thanks to the low entry barriers, however, many independent developers enter the market, and it is difficult for them to stand out among the videogame industry’s giants. Another popular phenomenon of the last years is the lifestreaming of video games. Therefore, it has become a popular marketing tool. The firms can either stream themselves or enter a contract with a professional. The research will focus on the difference in the effectiveness of this tool for the big games and independently developed games. Furthermore, the players‘ purchase decisions will be explored. Contribution There are over a hundred game developer firms in the Czech Republic; only about 5 of them are large. Most of them are comprised of less than ten people. This research could help the smaller firms better target their audience by providing information about which factors influence the gamers‘ decisions. Methodology In order to collect data, a questionnaire will be developed and distributed on social media in gaming-related groups. Respondents will be asked about their purchase intentions based on watching streams, gaming habits, streaming interests, and the price they would pay for a large or indie game. The data will then be analysed using a logit model for purchase intentions and standard OLS for price. Outline 1. Introduction 2. Background 3. Literature review 4. Data 5. Analysis 6. Conclusion |