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Thapa, Tinu Lok (2024) Investigating Motivations for Second-Hand Purchases from Ticketmaster Resellers and Assessing the Potential Impact of Loyalty Programs on Consumer Trust and Behaviour. Masters thesis, Dublin, National College of Ireland.
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Abstract
Numbers of event attendees is increasing continuously worldwide and it has reflected in a solid growth with the ticketing market projected to reach 68 billion USD by 2027 and as the appetite for unforgettable experiences grows, the challenges of securing tickets in the primary market has become increasingly difficult, Thus secondary ticket market has emerged as a direct response to this demand, offering a lifeline for fans who were unable to acquire tickets in the initial sale.
This research aims to understand consumer motivations and behaviours, along with revealing how different factors influence the consumption patterns., focusing on how loyalty programs can enhance customer retention. Employing a qualitative research methodology, six participants with experience purchasing second hand tickets from Ticketmaster’s resale platform were interviewed. Thematic analysis of the data revealed key drivers such as the desire to attend sold out events and capitalise on last minute availability. Challenges identified include concerns about ticket authenticity, price surges and platform reliability. Trust in the Ticketmaster brand emerged as a mitigating factor for these concerns, underscoring the importance of a reputable platform. Participants also indicated that well structured loyalty programs could enhance their purchasing experience and foster long term loyalty.
By filling gaps in the existing literature, this research offers new insights into the psychology of secondary ticket market consumers. It provides practical recommendations for industry stakeholders, emphasising the importance of leveraging brand trust and implementing loyalty programs to build lasting customer relationships. By undertaking the factors influencing consumer behaviour and the challenges faced by both consumers and platforms, this study contributes to a comprehensive understanding of this evolving and growing market.
| Item Type: | Thesis (Masters) |
|---|---|
| Supervisors: | Name Email Cleary-Gaffney, Michael UNSPECIFIED |
| Subjects: | H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HF Commerce > Electronic Commerce H Social Sciences > HF Commerce > Marketing H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Music Industry |
| Divisions: | School of Business > Master of Science in Marketing |
| Depositing User: | Ciara O'Brien |
| Date Deposited: | 14 Aug 2025 11:43 |
| Last Modified: | 14 Aug 2025 11:43 |
| URI: | https://norma.ncirl.ie/id/eprint/8539 |
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