FACTORS AND DIFFERENTIAL DEMOGRAPHIC EFFECTS ON PURCHASES OF SEASON TICKETS FOR INTERCOLLEGIATE BASKETBALL GAMES
The purposes of this study were to identify the factors that apply to purchasing a season ticket and to investigate the differential effects of demographic variables on the behavioral factor of individuals holding a season ticket.
A random sample of 402 season ticket holders for an NCAA Division IA men's basketball team was surveyed, and 172 responses were used in the analysis. The first equation used in the study was:
D = f(EF, E, T, R, S)
Where D is whether or not a fan decides to buy season tickets; EF is a variable for economic Factors, including price of concessions, parking, and other fees associated with the event; E is a variable for the athletic event, including excitement and game atmosphere; T is a variable for team success, including last year’s records and star power; R is the buyers’ main reasons for attending, including for business or family/friends motives; and S is a variable for the team’s schedule.
The second equation used was:
B = f(G, A, I, FS, DT)
Where B is the behavior/attendance by season ticket holders, G is gender, A is age, I is income, FS is family size, and DT is driving time.
Results of the survey concluded that fans under 40 years old viewed social factors as the most important determinant in deciding to buy season tickets, while those between 41-50 years old displayed the highest interest in the team winning record. Fans with lower income prioritized economic factors over team success and loyalty. Fans from a small family were more likely to maintain a season ticket package based on affordability, while those from a larger family purchased season tickets primarily for their social needs. All factors included in the equations were statistically significant; no R2 was given.
Citation:
Pan and Gabert, “FACTORS AND DIFFERENTIAL DEMOGRAPHIC EFFECTS ON PURCHASES OF SEASON TICKETS FOR INTERCOLLEGIATE BASKETBALL GAMES”, Journal of Sport Behavior, Dec97, Vol. 20 Issue 4, p447, 18p, 5 charts
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