An Analysis of Attributes Impacting Consumer Online Sport Ticket Purchases in a Dual-Market Environment

Nels Popp
Jason Simmons
Stephen L. Shapiro
T. Christopher Greenwell
and Chad D. McEvoy

The purpose of the current study was to examine the attributes most influential in consumers’ online ticket buying experiences. Using conjoint analysis, eight scenario profiles were created in order to gauge fan preferences when purchasing sport event tickets online. Attributes included (a) timing of ticket purchase, (b) seating availability, (c) price fluctuations, (d) associated fees, (e) number of pricepoints, (f) fraud risk, and (g) price valuation assessment. Data were collected from 469 attendees at a major sport event and part worths for each attribute were calculated to determine which factors held greater importance when all seven were considered concurrently. For the sample overall, results indicated the risk of buying fraudulent tickets was far and away the most influential aspect consumers consider when purchasing sport event tickets online. Comparisons were also made based on whether tickets were purchased from the primary or secondary market, the price paid for the tickets, and the timing of ticket purchase. Results indicated consumer segmentation by these criteria result in distinct buyer profiles.