Consumer perceptions of a secondary ticket market: the case of StubHub and major league baseball

IF 3 4区 教育学 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM
Ali B. Mondt, Yohan Lee, Stephen L. Shapiro, Alan Morse
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引用次数: 0

Abstract

PurposeThis study aims to examine how the partnership between StubHub and MLB affected consumers' perceptions of StubHub. The case of StubHub and MLB was selected based on their partnership history and the reputation of StubHub.Design/methodology/approachA Qualtrics survey panel was used to collect the survey data. Structural equation modeling was used to analyze the relationships between sponsor congruence, brand equity and purchase intention.FindingsSponsor congruence plays a significant role in consumers' perceived quality of StubHub. Additionally, brand equity significantly influenced purchase intention. More specifically, brand loyalty was the strongest indicator of intent to purchase tickets from StubHub. Brand loyalty and perceived quality indirectly affected the relationship between sponsor congruence and consumers' purchase intentions of StubHub.Originality/valueSponsor congruence between secondary ticket markets and sport leagues can provide a competitive advantage, helping create revenue generation and leverage for partnerships. Perceived quality can help facilitate this relationship and increase revenue generation.
消费者对二级票务市场的看法:以StubHub和职业棒球大联盟为例
本研究旨在研究StubHub与MLB之间的合作关系如何影响消费者对StubHub的看法。选择StubHub和MLB的案例是基于他们的合作历史和StubHub的声誉。设计/方法/方法采用qualics调查面板收集调查数据。采用结构方程模型分析赞助商一致性、品牌资产与购买意愿之间的关系。赞助商一致性在消费者对StubHub的感知质量中起着重要作用。此外,品牌资产显著影响购买意愿。更具体地说,品牌忠诚度是从StubHub购票意向的最强指标。品牌忠诚度和感知质量间接影响赞助商一致性与消费者StubHub购买意愿的关系。二级票务市场和体育联盟之间的赞助商一致性可以提供竞争优势,帮助创造收入并促进合作关系。感知质量可以帮助促进这种关系并增加收入。
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来源期刊
International Journal of Sports Marketing & Sponsorship
International Journal of Sports Marketing & Sponsorship HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
4.70
自引率
13.60%
发文量
26
期刊介绍: The International Journal of Sports Marketing and Sponsorship is the world’s leading journal for the sports marketing industry. Published quarterly, it has met the rigorous standards required for a listing by both PsycINFO and the Social Sciences Citation Index (SSCI).
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