Association of Marketing Theory and Practice Proceedings 2010
 

Document Type

Conference Proceeding

Conference Track

Sport Marketing

Publication Date

2010

Abstract

This study examined the ticket purchasing motivation and interests of 334 season-ticket holders (199 males, 135 females) from two NCAA Division-I regional state institutions. The participants’ purchasing motivation and interests were surveyed onsite in the 2008-9 season by utilizing a12-item self-created instrument with a high level of internal reliability. The results indicated that the participants’ ticket purchasing motivation was mainly influenced by the competition and psycho-social related factor (CPR) and price and promotion (P&P) factor. The researchers further addressed the unique aspects in promoting regional Division-I basketball programs, and limitations and directions for future studies.

About the Authors

Steve Chen, D.S.M., is an Assistant Professor in the Department of Management and Marketing at Morehead State University, Morehead KY. He received his doctorate in Sport Management from United States Sports Academy in Daphne, AL.

Jennifer Mak is a Full Professor and Director of the Sport Management. She received her Ph.D. from Indiana University.

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

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Marketing Commons

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