Placení za obsah na Internetu

This bachelor's thesis focuses on voluntary donations to the authors of independent text content on Czech websites, especially blogs. Its aim is to examine the behavior of their readers and determine the relative importance of each characteristic of content in the decision of readers whether to donate to the authors or not. The thesis is divided into two parts. In the theoretical part, the reasons why readers seek blogs and regularly read them are outlined. The characteristics of a successful and quality content are described in ten categories. Subsequently the most important current e-commerce payment systems are presented. The practical part presents the results of a survey among Czech readers regarding voluntary donations. It turned out that the majority of Czech readers are willing to contribute to bloggers, but only a few of them actually do. A number of hypotheses was confirmed: that there is a link between the socio-economic status of respondents and their willingness to pay for content on the internet, as well as whether or not they actually do pay for the content. It also turned out that there is a link between these indicators and the gender of the respondents. Paying readers chose uniqueness, author's personality as well as a nice and readable language as the most important characteristics that influence their decision whether to donate to the authors or not. Based on this data, recommendations were formulated for authors and operators of payment systems. Together the two parts of the thesis provide the reader with a basic introduction to the problems of creating independent, but successful content in the Czech environment. The contribution of this work is mainly in its implementation and interpretation of research and its successful verification of hypotheses.