2007年世界盃棒球賽現場觀眾贊助效益之研究

The Study of Spectators' Recognition to Sponsorship Effects on the Sponsor-A Case Study of 2007 World Cup Baseball

10.29463/2008chanye.200804.0373

王慶堂(Ching-Tang Wang)；蕭世中(Shih-Chung Hsiao)

運動贊助 ； 世界盃棒球賽 ； 運動贊助效益 ； Sport sponsorship ； World Cup Baseball Game ； Sport sponsorship effect

運動休閒產業管理學術研討會論文集

2期（2008 / 04 / 01）

373 - 382

繁體中文

本研究目的旨在探討2007年世界盃棒球賽現場觀眾棒球運動態度、贊助企業認同、企業辨識能力與贊助效益之間的關係。本研究以世界盃棒球賽現場觀眾為對象，總共發出822份問卷，有效問卷722份，有效回收率為87.83%。運用Amos7.0 統計軟體分析，得到以下結果：一、現場觀眾對於棒球運動態度越支持，運動贊助效益越不明顯。其原因可能是觀眾不了解廣告與贊助的差異為何導致。二、現場觀眾對於贊助企業的認同受到棒球運動態度的影響。當觀眾對於棒球運動越支持，會影響對於贊助企業的認同，觀眾會透過投射作用對於贊助企業產生認同感。

The purpose of this study is to discuss the relationship about attitude toward baseball, corporate recognition, corporate identification and sponsorship effect. 822copies of questionnaires were sent and 722 were valid returned corresponding with a 87.83% return rate. Collected data were analyzed with Amos7.0. After analyzing, the study generates the following results. First, attitude toward baseball sport had a negative effect on sport sponsorship effect. The reason may result from spectators could not tell from the difference between advertisement and sponsorship. Second, attitude toward baseball sport had a positive effect on corporate recognition. Corporate could gain more recognition through spectators' strong support on attitude toward baseball.