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Global Sport Business Journal

Abstract

Abstract

This study investigates how age moderates fan perceptions of artificial intelligence (AI) and dynamic ticket pricing (DTP) in professional sports. Using a mixed-method design, data was collected from a self-administered online survey (N = 57) and triangulated with secondary sources, including industry reports and academic literature. Survey participants were divided into four generational cohorts and responses were analyzed across three constructs: perceived fairness, accessibility, and willingness to pay. A one-way ANOVA revealed a statistically significant difference in willingness to pay across age groups, F(3, 53) = 3.41, p = .015, with the most pronounced disparity between the youngest and oldest cohorts. No significant differences were found for fairness (p = .177) or accessibility (p = .077).

Descriptive statistics indicated a generational skew, with 58.6% of respondents aged 18–25. Secondary data from Qcue, Stats Perform, and Hub Research aligned with findings, showing that younger fans are more price-sensitive despite accepting AI-based pricing mechanisms. These results suggest a behavioral-attitudinal divergence requiring targeted pricing strategies. Sport organizations are advised to implement AI systems that incorporate generational segmentation, transparency, and loyalty metrics to optimize revenue while maintaining equitable fan engagement across age groups.

Keywords: artificial intelligence, dynamic ticket pricing, sport management, fan behavior, pricing fairness, generational segmentation, sports analytics

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