It's a matter of time: the interplay between deadlines and device modality on the path to online ticket purchases

Purpose Dynamic pricing platforms selling deadline-driven goods and services introduce time as a factor influencing conversion rates and purchase prices. We examined the online path-to-purchase for deadline-driven events to clarify the effect of device use and device-switching on conversion rates and ticket prices. Design/methodology/approach In Study 1, we examined website traffic and transaction data for 1.65 million user sessions from 2015 to 2019 for buyers searching for e-tickets on a prominent reseller platform. In Study 2, we addressed the procrastination of mobile device users and conducted a field experiment with over 140,000 users. Findings Greater time-to-event led to higher conversion rates when the first search and purchase occurred on PCs. Conversion rates for the first search on a mobile device were four times lower but yielded ten times higher average ticket prices. As time-to-event decreased, conversion increased for mobile device users, but at lower prices. Users switching from PC to mobile devices across search sessions were more likely to convert than those switching from mobile to PC. In Study 2, a provincial norm email message increased click-through rates significantly on both mobile devices and PCs with greater conversion and higher ticket prices. Research limitations/implications In contrast to static time and price in online environments, we find unique user behavior related to device use in a dynamic online marketplace. Originality/value This study focused on the effects of device use, device switching and time on conversion rates and ticket prices in a dynamic online marketplace. We tested how a provincial norm message may nudge a user to purchase further in advance and at higher prices.