Digital Ticketing

In a recent study, CSMRE faculty affiliate, Hyun-Woo Lee, partnered with colleagues to examine consumers’ motivation to use of digital ticketing, as well as the influence of service satisfaction and comfort with technology. The research team collected data from 323 participants. People who were intrinsically motivated were also likely to experience high service satisfaction and continue to use digital ticketing. The authors concluded that: “practitioners need to provide much more information to existing and new consumers regarding their digital ticketing process such as user-friendly instructions or solutions for common problems via various communication channels. Those efforts can boost positive word-of-mouth recommendations, providing consumers with the perception that digital ticketing is an easily accessible process.”

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Kim, S., Yu, H. Y., & Lee, H. W. (2021). Motivational determinants of digital ticketing: the mediating effect of service satisfaction and the moderating effect of psychological discomfort. International Journal of Sports Marketing and Sponsorship. https://doi.org/10.1108/IJSMS-12-2020-0239