Do consumers care about credibility? Examining corporate credibility and price on sport ticket purchase decision making

Koo Yul Kim, Colin Lopez and Joris Drayer

Sport Management Review, 2023, vol. 26, issue 3, 471-493

Abstract: The ticket market for sport events has undergone substantial changes following the emergence of secondary markets (i.e., ticket resale platforms) and changes in consumer preferences. Therefore, the concept of corporate credibility warrants attention in the context of the secondary ticket market, which comprises ticket sellers with varying levels of credibility. Additionally, since secondary ticket companies engage in demand-based pricing, it is critical to measure the effect of ticket prices on the relationship between corporate credibility and purchase intention. In this research we utilize a multi-study design to examine the relationship between corporate credibility and consumers’ purchase intention in the secondary ticket market, as well as the moderating effect of ticket prices. The findings, which run counter to previous literature, suggest that the impact of corporate credibility on purchase intention in the secondary ticket market is negligible. Test for the effect of corporate credibility on consumers’ purchase intention in the secondary ticket market.Consistent evidence from multiple studies demonstrating the lack of significant impact of corporate credibility.No statistically significant effect of ticket price as a moderator between corporate credibility and purchase intention.

Date: 2023
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DOI: 10.1080/14413523.2022.2127073

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