The influence of watching videogame streams on purchase decisions of gamers and their willingness to pay, evidence from the Czech Republic
|Author:||Bc. Veronika Mertová|
|Year:||2021 - summer|
|Leaders:|| Mgr. Petr Polák MSc. Ph.D.
|Work type:|| Bachelors
|Awards and prizes:|
|Abstract:||This thesis aims to understand the relationship between viewership of video game streams and
purchase decisions players make. Furthermore, the price they are willing to pay is explored.
The emphasis is on understanding the difference in these effects for big blockbuster games and
small independently developed titles. The data was collected using an online survey distributed
in gaming-focused groups on social media. The data on purchase decisions was analysed using
a logit model. It showed that trust in streamer's recommendations increases the chance of
purchase along with the number of preferred genres and games bought for indie titles.
Moreover, it showed a positive relationship between being a student and purchasing a big game
after watching. A standard ordinary least squares model was used to analyze the price and
showed that hardcore gamers, people who buy on release day, and people with a wider range
of interest in games tend to pay more. On the other hand, older people, students, and people
who prefer to buy games on sale are willing to pay less.