03099ntm a22004937i 4500 000537745 CZ-PrVSE 20180127093714.0 m d cr n|||||||||| 180127s2017 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Heřman, Jiří ISIS:121016 dis Google Play : Millennials’ Online Experience & Behavioral Concepts eng Google Play : Millennials’ online experience & Behavioral concepts Jiří Heřman 2017 ?? stran : digital, PDF soubor Vedoucí práce: Markéta Lhotáková Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů, 2018 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2018 This thesis aims to obtain a better understanding of Millennials’ experience on Google Play platform with the help of behavioral concepts. It collects current knowledge in the field of online experience and online marketing concepts, which are then combined with a classical marketing mix (4Ps) and behavioral theories, to form a theoretical system which underpins the practical research.The topic is then explored by a secondary quantitative research and a primary qualitative research. The secondary quantitative research collects the information about global and Czech Millennials and their relationship to digital world. The primary qualitative research is based on Google Play usability testing and in-depth interviews. The results show that Czech Millennials are prepared to consume online content, but they do not consume more Google Play paid content because of the suboptimal consumer experience, social barriers and insufficient communication of the content value. Recommendations addressing the barriers and opportunities to drive the Millennials’ consumption of paid content were formulated based on the research findings and behavioral concepts. Způsob přístupu: Internet international management [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas Google Play Millennials Behavioral concepts Lhotáková, Markéta, 1971- pna2010582246 ths Grygarová, Pavla opn Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů kn20010709400 dgg https://insis.vse.cz/zp/61133/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/61133 Hlavní práce https://insis.vse.cz/zp/61133/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/61133/posudek/oponent/55215 Oponentura https://insis.vse.cz/zp/61133/podrobnosti dc:identifier NEPOSILAT VSKP vse61133 180126 61133