Examining the effectiveness of different ticket bundling strategies
MetadataShow full item record
The current study categorized various ticketing strategies using Legarreta and Miguel's (2004) two-dimension model, and investigated how a mixture of characteristics of ticket packages could affect consumers’ perceived value, perceived risk, and purchase intentions. A classical multi-step process was carried out in this study to develop a valid measure that included three value constructs (affective benefit, cognitive benefit, and cost) and two risk constructs (performance risk and consumption risk). Eight experiment groups were created under a 2 (associative power) x 2 (interactivity) x 2 (institutions) design. Team identification was incorporated as a covariate. Findings from three-way MANCOVA revealed significant (p < .05) differences exist between associative power levels (transactional and relational) and between schools on perceived value, perceived risk, and purchase intentions, but not between interactivity levels. Interactions among the treatment variables were not found to be significant (p > .05). Finally, a multiple regression analysis indicated that four of the five perception variables were significant predictors of purchase intention of ticket packages.