To overcome the negative stigma due to their association with ticket fraud and price inflation, research has suggested secondary ticket market companies partner with professional sport leagues and teams. Moreover, such a partnership can increase revenues of the ticket market companies. However, additional research is needed to explore how official partnerships influence consumers’ attitudes and purchase intentions. Relevant findings clarify the mechanism through which official partnerships affect secondary ticket providers’ financial success and provide insight into consumers’ attitudes toward the ticket resale industry while informing the literature on the effectiveness of sponsorships. Th us, utilizing a multi-study design, the current research examines consumers’ perceptions of official partnerships and assesses their impact on purchase intentions. Also, given historical negative perceptions of the secondary ticket market, the current study investigates the mediating effects of perceived risk and the moderating effects of ticket price.

中文翻译：

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在一起更好？检查官方二级票务合作伙伴关系对消费者态度和行为的影响

为了克服与门票欺诈和价格上涨相关的负面污名，研究建议二级门票市场公司与职业体育联盟和球队合作。此外，这种合作伙伴关系可以增加票务市场公司的收入。然而，需要更多的研究来探索官方合作伙伴如何影响消费者的态度和购买意愿。相关调查结果阐明了官方合作伙伴关系影响二级票务提供商财务成功的机制，并提供了对消费者对票务转售行业态度的洞察力，同时为有关赞助有效性的文献提供了信息。因此，利用多研究设计，目前的研究考察了消费者对官方合作伙伴关系的看法，并评估了他们对购买意愿的影响。此外，鉴于历史上对二级门票市场的负面看法，目前的研究调查了感知风险的中介效应和票价的调节效应。