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.

摘要

随着二级市场（即门票转售平台）的出现和消费者偏好的变化，体育赛事的门票市场发生了重大变化。因此，在二级门票市场的背景下，企业信誉的概念值得关注，二级市场包括不同可信度的售票员。此外，由于二级票务公司采用基于需求的定价，因此衡量票价对企业信誉与购买意愿之间关系的影响至关重要。在本研究中，我们采用多项研究设计来检验二级门票市场中企业信誉与消费者购买意愿之间的关系，以及票价的调节作用。与以往文献相反的研究结果，