Virtuální světy/komunity jako experimentální laboratoře ekonomie

This thesis analyzes communities of players in play-to-earn virtual games from the perspective of marketing theory and Consumer Culture Theory (CCT). The research focuses on the players' motivation to purchase and rent in-game items and examines possible dependencies of their behavior on player types and attitudes. The key method used in this study is netnography, which allows systematic observation and analysis of social interactions and communication within online communities. The study's results show that trust in virtual currency and player motivation vary depending on their type, which has significant implications for game developers' business models and marketing strategies.