体育观众服务续订行为的决定因素：CHAID决策树建模方法

IF 2 4区管理学 Q3 BUSINESS

Sport Marketing Quarterly Pub Date : 2023-06-01 DOI:10.32731/smq.322.062023.03

Yonghwan Chang, C. Warren, Matthew S Katz

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引用次数: 0

摘要

试图确定季票持有者续订行为的优先决定因素。此外，基于奢侈品热的视角，我们探讨了如何在两种类型的STH中对决定因素进行不同的权衡和处理，包括常规座椅持有者（R-STH）和高级座椅持有者（P-STH）。通过与十大体育部门的合作，获得并分析了上座率数据。本研究采用决策树建模方法，通过在CHAID算法（一种监督学习算法家族）中设置学习决策规则来预测更新/搅动行为。这项研究的结果表明，折扣票、可负担性和娱乐是R-STH的重要决定因素。相比之下，持票人的任期、游戏结果和商业用途对P-STH有显著影响。最近的出席和独家福利是这两个决策树的重要分支。这项研究通过应用一种新的数据挖掘方法，扩展了对订阅服务行业的理解。

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Determinants of Subscription Renewal Behavior in Sport Spectatorship Services: A CHAID Decision Tree Modeling Approach

Attempts were made to identify the prioritized determinants of season ticket holders’ (STHs) renewal behavior. Also, grounded in the lens of luxury fever, we explored how the determinants are differently weighed and processed across two types of STHs, including regular (R-STHs) vs. premium seat holders (P-STHs). Through a partnership with a Big Ten athletic department, the attendance data were obtained and analyzed. This study adapted a decision tree modeling approach to predict renewal/churning behavior by setting learning decision rules in the CHAID algorithm, a supervised learning algorithm family. Results of this study indicate that discounted tickets, affordability, and entertainment were important determinants for R-STHs. By contrast, tenure as a ticket holder, game outcomes, and business use were significantly weighed for P-STHs. Recent attendance and exclusive benefits were important branches for both decision trees. Th is research expands the understanding of the subscription-based services industry by applying a fresh data mining approach.

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来源期刊

Sport Marketing Quarterly Multiple-

自引率

13.30%

发文量

期刊介绍： Sport Marketing Quarterly (SMQ) is published quarterly (March, June, September, December) and serves as an outlet for the dissemination of sport marketing information for both practicing professionals and academicians. These two important constituencies now have an opportunity to develop a relationship that is intended to be mutually beneficial. For practitioners, the SMQ provides a vehicle to share marketing successes with peers. For academicians, the SMQ provides a forum for sharing research.