Get Your Tickets Here: An Examination of How Reputation and Pricing Strategies of Ticket Sellers Affect Consumers’ Willingness to Purchase Sport Tickets
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., partitioned pricing, drip pricing, and different levels of service fees). The findings suggest that reputation has a positive impact on purchase intention in the secondary ticket market. However, the impact of different pricing strategies on purchase intention is negligible.