Secondary Market Premiums and Impulse Buying in Concert Ticketing: The Role of Scarcity, FOMO and Institutional Regulation
Year: 2026
Type: article
Abstract: The secondary market premium of concert tickets represents a structurally embedded flaw in live entertainment markets, and it can strongly influence consumers' impulse purchasing. With Jay Chou's "Carnival" tour as a real-world example, this article combines the perspective of scarcity theory and fear of loss (FOMO) to analyze the impact of secondary market premium on consumers' impulsive purchases. Some findings indicate that secondary market premiums enhance ticket allocation efficiency, reinforce fan-community cohesion, and incentivize organizers to expand supply. However, these premiums also generate systemic risks, including irrational overpayment, algorithmic scalping monopolies, and regulatory lag, which collectively undermine market fairness and consumer welfare. To tackle these real-world difficulties, this article uses strategies such as technical counter-control and improvement of the real-name system, price limit, and transparency in the secondary market, enhancement of the regulatory framework, and industry self-discipline. The study also reveals the double-edged effect of secondary market premiums, which helps the performance ticket market to grow sustainably and consistently.
Author: Zixu Zeng
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W7225755081
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