Strategie výběru monetizačního modelu pro mobilní aplikace

This thesis deals with the strategy of selecting monetization models for mobile applications concerning the type of mobile application and user preferences. The thesis aims to verify the acceptability of different monetization methods and use the findings to develop the Placehunter mobile application further. The theoretical part describes the theoretical principles of monetization methods and the context of mobile app development and monetization. Furthermore, space is devoted to setting the objective in the context of computer science and trends in mobile applications are presented. The practical part of the thesis presents a quantitative questionnaire survey and its evaluation. Specifically, it is investigated whether there is a statistically significant relationship between the type of payment for a mobile app and its acceptability and whether iOS users are more willing to pay for digital content. Regression analysis, ANOVA, and a test of equality of means of two distributions are used to evaluate these hypotheses. The main contribution of this thesis is the findings of the analysis conducted in the practical part, which mobile app operators can use to modify or develop the monetization method of a given mobile app. Within the research part, both research hypotheses were confirmed. After building a regression model and statistical testing, it was found that the mobile phone operating system does not affect the user's willingness to pay for digital content. On the contrary, the user's personal characteristics were found to be influential factors.