Vliv videoherních avatarů na motivaci ke hře a následné nákupy v ní

• Název práce v češtině: Vliv videoherních avatarů na motivaci ke hře a následné nákupy v ní
• Název v anglickém jazyce: The impact of video game avatars on the motivation to play and consequent purchases in it
• Klíčová slova: Videohry, avatar, herní avatar, editace avatara, motivace ke hraní, loajalita ke hře, nákupy ve hře, mikrotransakce
• Klíčová slova anglicky: Videogames, avatar, game avatar, avatar editation, motivation to play, game loyalty, in-game purchases, microtransactions
• Akademický rok vypsání: 2020/2021
• Typ práce: diplomová práce
• Jazyk práce: čeština
• Ústav: Katedra mediálních studií (23-KMS)
• Vedoucí / školitel: Mgr. Tereza Fousek Krobová, Ph.D.
• Řešitel: skrytý - zadáno vedoucím/školitelem
• Datum přihlášení: 06.08.2021
• Datum zadání: 06.08.2021
• Datum a čas obhajoby: 20.09.2022 08:00
• Místo konání obhajoby: Hollar - Smetanovo nábřeží 6,Praha 1
• Datum odevzdání elektronické podoby: 31.07.2022
• Datum proběhlé obhajoby: 20.09.2022
• Oponenti: Mgr. Jan Švelch, Ph.D.

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Předběžná náplň práce

Tato práce se zabývá tématem herních avatarů a jejich vlivu na motivaci ke hře a následné nákupy v ní. Téma je nejdřív uchopeno teoreticky, přičemž jsou představeny a rozebrány studie a výzkumy předešlých autorů. Detailněji je přiblížena důležitost avatara ve videohrách a také proces jejich tvorby. Práce také rozebírá vztah mezi reálným a online „já“ hráče a dotýká se tématu sociální identity. V oblasti motivace ke hraní práce rozebírá jednotlivé motivátory, které identifikovaly předešlé studie a následně se soustředí na dva důležité faktory spojené s avatarem, kterými jsou identifikace s avatarem a ponoření do hry. V části dedikované nákupům ve hře je ve zkratce vysvětlený systém mikrotransakcí a rozebrány důvody k nákupu ve hře. Praktická část navazuje na teoretickou a zasazuje téma do českého prostředí, přičemž zkoumá a popisuje způsob, jakým avataři, jejich design, funkce a zpracování, ovlivňují motivaci ke hře a následné nákupy v ní. Praktická část nejprve analyzuje chování hráčů při editaci avatarů a následně při nákupu virtuálních položek pro avatary. Získaná data nakonec potvrzují nebo zamítají hypotézy vycházející ze studií předešlých autorů.

Předběžná náplň práce v anglickém jazyce

This diploma thesis deals with the topic of game avatars and their influence on the motivation to play the game and subsequent purchases in it. The topic is first grasped theoretically, and the studies and research of previous authors are presented and analysed. The importance of avatars in video games, as well as the process of their creation, is explained in more detail. The work also discusses the relationship between the player's real and online self and tackles the topic of social identity. In the area of motivation to play, the paper analyses the individual motivators identified by previous studies and then focuses on two important factors associated with the avatar, which are identification with the avatar and immersion in the game. In the section dedicated to in-game purchases, the microtransaction system is explained and the reasons for in-game purchases are discussed. The practical part follows on the theoretical part and places the topic in the Czech environment, while examining and describing the way in which avatars, their design, functions and processing, influence the motivation to play the game and subsequent purchases in it. The practical part first analyses the behaviour of players when editing avatars and then when purchasing virtual items for them. The obtained data finally confirm or reject the hypotheses that are based on the studies of the previous authors.