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Examining Consumer Perceptions Of Demand-Based Ticket Pricing In Sport, Stephen L. Shapiro, Joris Drayer, Brendan Dwyer
Examining Consumer Perceptions Of Demand-Based Ticket Pricing In Sport, Stephen L. Shapiro, Joris Drayer, Brendan Dwyer
Human Movement Studies & Special Education Faculty Publications
Dynamic ticket pricing (DTP), a new revenue management (RM) strategy in sport, has grown in popularity in response to the demand-based ticket resale market. Previous research has examined the relationship between the primary and secondary ticket market and determinants of price in a DTP environment. However, research has not focused on consumer perceptions of DTP or resale prices. The purpose of this study was to examine consumer perceptions of demand-based pricing over time, to assess the influence of attitudes on perceived value and purchase intentions. Results indicated that time, team performance expectations, fairness perceptions, seat location, and ticket market influenced …