Title: Examination of fans attribution of fee responsibility and perceptions of fee reasonableness during ticket purchases

Authors: Armin Marquez; Beth A. Cianfrone; Stephen L. Shapiro

Addresses: Department of Kinesiology, Sport Marketing and Management Program, Indiana University Bloomington, School of Public Health, 1025 E 7th St, Bloomington, IN 47405. SPH 294C, USA ' Department of Kinesiology and Health, Sport Administration Program, The College of Education and Human Development, Georgia State University, 125 Decatur St. SE, Atlanta, GA 30303, Sports Arena 169, USA ' Department of Sport and Entertainment Management, College of Hospitality, Retail and Sport Management, University of South Carolina, 1705 College St, Columbia, SC 29208, Close-Hipp 766, USA

Abstract: The study considers the potential effects of fees on fans when experiencing partitioned pricing (PP). Fans' offer assessment (i.e., perceived value) based on price levels of tickets selected, attribution of fee responsibility to teams, and perceptions of fee reasonableness were examined while controlling for willingness to pay (WTP). Researchers used a 3 (price level) × 2 (low and high fee responsibility) × 2 (low and high perceptions of fee reasonableness) design through an online ticket purchase simulation. Price level and attribution of fee responsibility to teams' profit maximisation strategy did not influence participants' evaluation of the offer. However, those perceiving the fees as reasonable scored higher on perceived value than those sensing surcharges as unreasonable. Findings refute tenants of attribution theory, as consumers' attribution of fee responsibility to teams' profit maximisation strategy did not impact their perceptions of value. The study highlights the need for PP research within sport.

Keywords: partitioned pricing; PP; attribution theory; ticketing; perceived value; fee responsibility; fee reasonableness.

DOI: 10.1504/IJSMM.2024.137068

International Journal of Sport Management and Marketing, 2024 Vol.24 No.2, pp.137 - 155

Accepted: 21 Apr 2023
Published online: 01 Mar 2024 *

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