FiT Publishing

The exponential growth of the secondary ticket market is primarily driven by proliferation of secondary ticket market companies (i.e., ticket resale platforms). With these different ticket resale platforms exhibiting varying levels of reputation, the role of reputation has become increasingly pivotal, influencing consumers’ decision making in the ticket purchase process. Utilizing signaling theory as a theoretical framework, this study employs a multi-study experimental design to examine the impact of reputation on consumers’ purchase decisions under different pricing conditions (e.g.,...Read more

Sport organizers may employ one of two common pricing strategies—partitioned pricing (PP) and all-inclusive pricing (AIP)—to present the price of the ticket and associated fees to potential consumers. The study examines differences in spectators’ price recall, perceived value, and search intentions when purchasing tickets to attend a regular-season Major League Baseball game based on the pricing format experienced (PP v. AIP), as well as the moderating effect of price tier selected, and participants’ level of team identification on the impact of the pricing format. Findings point to both...Read more

Prior research has examined consumer behavior toward partitioned pricing in various capacities, including types and number of surcharges and the use of dollars versus percentages. Given the fact partitioned pricing is not employed in every country, this investigation focused on consumer behavior toward this pricing strategy based on familiarity with partitioned pricing and cultural differences. An experimental design was implemented to examine South Korean and US sport consumers’ attitudes and behaviors related to ticket prices for a mega-sporting event. The findings showed all-inclusive...Read more