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

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  • Joris Drayer
  • Stephen L. Shapiro

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.

Suggested Citation

  • Joris Drayer & Stephen L. Shapiro, 2011. "An examination into the factors that influence consumers’ perceptions of value," Sport Management Review, Taylor & Francis Journals, vol. 14(4), pages 389-398, October.
    • Handle: RePEc:taf:rsmrxx:v:14:y:2011:i:4:p:389-398
    DOI: 10.1016/j.smr.2010.11.001
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    Citations

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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.
    3. Malasevska, Iveta & Haugom, Erik, 2018. "Optimal prices for alpine ski passes," Tourism Management, Elsevier, vol. 64(C), pages 291-302.

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