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An examination into the factors that influence consumers’ perceptions of value

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  • Drayer, Joris
  • Shapiro, Stephen L.
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    Abstract

    Recent trends in ticketing, such as dynamic ticket pricing, indicate a fundamental shift towards demand-based pricing strategies. As such, research is needed to understand the factors that may influence the price that consumers are willing to pay for tickets. Using the contingent valuation method (CVM), the current study examined the value that consumers placed on a ticket to a National Basketball Association game. Previous CVM research suggests that valuations differ based on whether the participant is on the buy side or the sell side of the transaction. Therefore, the current study examined the difference between buyer and seller valuations in addition to identifying factors that influenced these valuations. Results indicated a strong difference between buyer and seller valuations, which is consistent with previous CVM studies. Further, the factors that influenced these valuations, including the printed price on the ticket, also differed based on whether the participant was buying or selling the ticket.

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    Bibliographic Info

    Article provided by Elsevier in its journal Sport Management Review.

    Volume (Year): 14 (2011)
    Issue (Month): 4 ()
    Pages: 389-398

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    Handle: RePEc:eee:spomar:v:14:y:2011:i:4:p:389-398

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    Related research

    Keywords: Contingent valuation method; Tickets/ticketing; Price/pricing; Reference price; Anchoring effect; Endowment effect;

    References

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    Cited by:
    1. Drayer, Joris & Rascher, Daniel A. & McEvoy, Chad D., 2012. "An examination of underlying consumer demand and sport pricing using secondary market data," Sport Management Review, Elsevier, vol. 15(4), pages 448-460.
    2. Shapiro, Stephen L. & Drayer, Joris, 2014. "An examination of dynamic ticket pricing and secondary market price determinants in Major League Baseball," Sport Management Review, Elsevier, vol. 17(2), pages 145-159.

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