Marketing ve virtuálním prostředí a jeho vliv na spotřebitelské chování hráčů

The diploma thesis deals with the issue of factors influencing MMORPG game players in the role of consumers. It brings to the fore how various factors influence the consumer behavior of this group and what influence they have on their decisions regarding the purchase of in-game content. The subject of the research is the in-game content offered in the environment of the virtual worlds of MMORPG games, which allows players to influence further, define or change the game’s rules. Literary research provides a basis for understanding the game environment and the player. In the empirical part, the work focuses on specific aspects of consumer behavior and the influence of individual factors on consumer decision-making. To obtain valid answers, the research was carried out in two phases - qualitative interviews and a quantitative questionnaire survey - the outputs of which were compared at the end.