Prior research has examined consumer behavior toward partitioned pricing in various capacities, including types and number of surcharges and the use of dollars versus percentages. Given the fact partitioned pricing is not employed in every country, this investigation focused on consumer behavior toward this pricing strategy based on familiarity with partitioned pricing and cultural differences. An experimental design was implemented to examine South Korean and US sport consumers’ attitudes and behaviors related to ticket prices for a mega-sporting event. The findings showed all-inclusive pricing, in general, is preferred and culture does not significantly impact consumer behavior in this context. Additionally, familiarity moderated the relationship between cultural differences and consumer behavior. Consumers who were familiar with partitioned pricing were more attracted to partitioned pricing ticket offers and had higher purchase intentions compared to consumers who were less familiar with the practice. Implications of these findings are discussed along with directions for future research.

中文翻译：

---

分区定价和文化和熟悉度对体育消费者行为的影响的检验

先前的研究已经检查了消费者对不同能力的分区定价的行为，包括附加费的类型和数量以及美元的使用与百分比。鉴于并非每个国家都采用分区定价这一事实，因此本调查侧重于基于对分区定价和文化差异的熟悉程度的消费者对这种定价策略的行为。实施了一项实验设计，以检查韩国和美国体育消费者对大型体育赛事门票价格的态度和行为。调查结果表明，总体而言，全包定价是首选，文化在这种情况下不会显着影响消费者的行为。此外，熟悉度调节了文化差异与消费者行为之间的关系。与不熟悉这种做法的消费者相比，熟悉分区定价的消费者更容易被分区定价门票优惠所吸引，购买意愿也更高。讨论了这些发现的含义以及未来研究的方向。