A Study on the Professional Baseball Spectating Factors Affecting the Continuance Intention Focus on Dynamic Pricing

Dynamic pricing refers to a pricing strategy that flexibly changes the price of the same product or service according to market conditions as it becomes possible to reproduce the price control function through an invisible hand of AI and big data. Using real-time and interactive technology, it is possible to meet the changing price needs of consumers and satisfy the complex needs as well. In this study, based on the IS Success Model presented by Delone and Mclean’ study and the expectation confirmation model by Bhattacherjee’ study, NC Dinos’ AI and big data applied dynamic pricing were used to set the viewing factors for professional baseball. The purpose of this study is to identify the factors affecting the continuous intention to use. While previous studies mainly focused on identifying the factors that reflected the value of professional baseball, this study is meaningful in that it empirically analyzed the quality of the system in relation to dynamic pricing.