Examining the Psychometric Evaluation of How Consumers Purchase Game Day Tickets
Poster Number
098
Session Title
Sports and Fandom
College
College of Education
Department
Physical Education, Sport & Human Performance
Faculty Mentor
Jinwook (Jason) Chung, Ph.D.
Abstract
Why do consumers use Ticketmaster’s ticket purchasing app over other forms of ticket purchasing? Is its use due to its popularity among sponsors who partner with the site to sell their event day tickets? Is its popularity among consumers just coincidental? Or is it only because consumers are unaware of other ticket vendors? The purpose of this research is to focus on why consumers commit to a specific ticket generating app versus buying the tickets elsewhere or purchasing paper tickets from the team they are supporting, and to understand the psychometric evaluation of why the consumers do so. The data for this research were collected by conducting a 14-question survey over the course of three weeks. The survey collected data on demographics, mediums used, and sociological mindsets of respondents. It was concluded that the data collected weren’t enough to show any significant difference between either of the four mobile websites that were researched. Results of this study can be used in sports to understand consumers and their thinking, similar to the Elaboration Likelihood Model, and to understand why they gravitate to one specific mobile app and the underlying purpose for their brand loyalty towards that app, evaluating their psychometrics.
Start Date
24-4-2020 12:00 AM
Examining the Psychometric Evaluation of How Consumers Purchase Game Day Tickets
Why do consumers use Ticketmaster’s ticket purchasing app over other forms of ticket purchasing? Is its use due to its popularity among sponsors who partner with the site to sell their event day tickets? Is its popularity among consumers just coincidental? Or is it only because consumers are unaware of other ticket vendors? The purpose of this research is to focus on why consumers commit to a specific ticket generating app versus buying the tickets elsewhere or purchasing paper tickets from the team they are supporting, and to understand the psychometric evaluation of why the consumers do so. The data for this research were collected by conducting a 14-question survey over the course of three weeks. The survey collected data on demographics, mediums used, and sociological mindsets of respondents. It was concluded that the data collected weren’t enough to show any significant difference between either of the four mobile websites that were researched. Results of this study can be used in sports to understand consumers and their thinking, similar to the Elaboration Likelihood Model, and to understand why they gravitate to one specific mobile app and the underlying purpose for their brand loyalty towards that app, evaluating their psychometrics.
