台灣地區觀眾賽會贊助認同之比較研究

A Study of Sport Event Sponsorship: The Spectators' Perceptions in Taiwan's Athletic Games

10.5297/ser.200406_6(2).0006

蕭嘉惠(Chia-Huei Hsiao)

賽會贊助 ； 贊助效果 ； 賽會認同 ； 購買意圖 ； 企業形象知名度認同 ； sport event sponsorship ； sponsorship effect ； event identification ； purchase intention

大專體育學刊

6卷2期（2004 / 06 / 01）

79 - 91

繁體中文

國際事件行銷集團(International Events Group; IEG)指出，2001年全球花在贊助的費用，已由1989年的23億美元提升到246億美元，相較於1984年的20億元，已成長了12倍之多。贊助已被視為是企業行銷組合的要素，尤其，運過運動贊助行銷，其效果遠較傳統行銷方式來的遠大。而本研究旨在瞭解企業透過運動賽會贊助其贊助效果如何？研究對象為90年全國運動會、91年全國大專院校運動會、91年全國中等學校運動會的現場觀眾共1421名。並以「運動賽會贊助效果訮估問卷」為研究工具，進行問卷調查。根據實際調查所得資料，以描述統計、獨立樣本t考驗、以及單因子變異數分析等統計方法處理，經分析討論後結論如下：一、所有受試者對企業贊助運動賽會的三個贊助效果構面，均有相當高的認同度，尤期在「賽會認同」的構面上高達八成六；對「企業形象知名度認同」構面上亦達六成五；此外在「購買意圖」構面上則達五成，仍有很大的進步空間。二、受試因性別、年收入、以及職業類別的不同，會影響其在「購買意圖」構面上的認同程度。三、受試者在「企業形象知名度認同」構面的認同情形，會因其學歷、職業、以及觀賞賽會的不同而有所差異。

Corporate sponsorship is becoming one focus of sport marketing and fundraising for sport marketers and scholars in Taiwan. World-wide expenditures on sponsorship have grown from＄2.3 billion in 1989 to＄24.6 billion in 2001. There is a 12-fold increase from the＄2 billion dollars spent in 1984. It can provide many of the same benefits that are provided by other promotional alternatives. This study aws an attempt to ascertain if corporate involved in sponsorship could improve product awareness, brand awareness, the product image and the brand image. The sponsorship recall and recognition methodology was used, and a survey to the spectators aws developed. Respondents included 1421 people who identified themselves as spectators. The research instrument”Sponsorship Recall, Recognition and Benefit Questionnaire” was administered. Descriptive statement t-test and one-way ANOVA analysis were utilized for data analysis. Within the scope of this study, the following conclusions were derived; (a) More than 86% audiences showed high scores in”Event Identification”, and 65% in”Corporation Image ＆ Awareness Identification”, 50% in Purchase Intention. (b) The background (gender, income, occupation) of the respondents will influence the recognition rates on sponsorship benefits of Purchase Intention. (c) The background (degree, occupation, game) of the respondents will influence the recognition rates on sponsorship benefits of Corporation Image & Awareness Identification.

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