Abstract:

The purpose of the paper is to present the internal and external motivation of female players who choose this form of spending their free time, as well as to distinguish segments of female players. To achieve the goals, quantitative and qualitative CAWI research were conducted. Exploratory factor analysis and cluster analysis were applied in the data analysis. The research results indicate that women constitute a very heterogeneous group of players. As far as  the psychographic aspects are concerned, i.e., the motives, five different segments of female players were distinguished. Moreover, it was found that the internal motive of relaxation was the main factor determining women's playing games. Among external motivators, social rules were the main factor for women players. Behavioral aspects, i.e., the preferred type of game and the average time of gaming were also an important criterion for describing the segments of female players.