職業運動賽會消費者購票行爲預測模式之建構－以美國NBA丹佛金塊隊爲例

A Study on the Construction of a Prediction Model of Consumer Ticket Purchase Behavior in Professional Sport Events: An Example of the NBA Denver Nuggets

陳成業(Chen-Yueh Chen) ； 林怡秀(Yi-Hsiu Lin)

《體育學報》 41卷2期 (2008/06) Pp. 69-81

https://doi.org/10.6222/pej.4102.200806.0706

摘要

Purpose: This study was to establish a prediction model to predict consumers' purchasing behavior of professional sports event ticket purchases through analysis of a customer database. Methods: The dataset in the current study was pulled from the enormous database of the Denver Nuggets i n the NBA and was provided by the Nuggets marketing manager for research only. The dataset under study consisted of 570 subjects. More specifically, based on the random utility model along with the ordered probit model, this study was to construct a prediction model on consumer's purchase of tickets for the Denver Nuggets. STATA 10 was utilized to analyze data. Results: The ratio of correct prediction was approximately 70%. The significant variables in the prediction model included ”attractive opponent” (z=6.74, p＜.05), ”second-half season” (z=3.03, p＜.05), ”promotion” (z=-9.20, p＜.05), and ”customer value's (z=4.93, p＜.05). Conclusions: Although the results in the current study could be used for their marketing operation, what counts more was the thinking of the present study that would provide the domestic professional sport leagues and related governmental institutions with different perspectives.

關鍵字

資料庫行銷 ； 預測模式 ； 順序普羅比模式 ； 隨機效用模式 ； 職業運動

並列摘要

Purpose: This study was to establish a prediction model to predict consumers' purchasing behavior of professional sports event ticket purchases through analysis of a customer database. Methods: The dataset in the current study was pulled from the enormous database of the Denver Nuggets i n the NBA and was provided by the Nuggets marketing manager for research only. The dataset under study consisted of 570 subjects. More specifically, based on the random utility model along with the ordered probit model, this study was to construct a prediction model on consumer's purchase of tickets for the Denver Nuggets. STATA 10 was utilized to analyze data. Results: The ratio of correct prediction was approximately 70%. The significant variables in the prediction model included ”attractive opponent” (z=6.74, p＜.05), ”second-half season” (z=3.03, p＜.05), ”promotion” (z=-9.20, p＜.05), and ”customer value's (z=4.93, p＜.05). Conclusions: Although the results in the current study could be used for their marketing operation, what counts more was the thinking of the present study that would provide the domestic professional sport leagues and related governmental institutions with different perspectives.

並列關鍵字

database marketing ； prediction model ； ordered probit model ； random utility model ； professional sport

參考文獻

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