Empirically Modeling Perceived Sponsor Sincerity in Philanthropic Sponsorship Campaigns of Service Product Brands

服務性產品品牌在公益贊助活動中被知覺具有贊助者誠意之實證模型

蔡樹培(Shu-Pei Tsai)

《管理學報》 21卷1期 (2004/02) Pp. 63-85

https://doi.org/10.6504/JOM.2004.21.01.04

摘要

本研究採取多元研究方法途徑，統整紮跟理論發展之發現與歸因理論，並納入期望/證據理論之原則，發展一概念模型。此模型加以嚴謹之實證，進而建立一結構方程式模型，以闡明在服務性產品品牌公益贊助活動中被知覺之贊助者誠意之前置變項。根據此實證結構模型顯示，消費者對贊助品牌利他倒像先前期望之正向性，與贊助品牌所傳播關於其利他導向證據被知覺之說服力，乃是被知覺之贊助者誠意此一終極內衍變項之並列外衍變向；消費者對贊助品牌之贊助行為之三個因果歸因構面以及對贊助者動機之內在本質歸因，分別為第一序與第二序之中介內衍變項。再者，先前期望之正向性也直接影響證據被知覺之說服力。

關鍵字

被知覺之贊助者誠意 ； 歸因理論 ； 期望/證據理論 ； 結構方程式模型

並列摘要

The current study, adopting a pluralistic approach of methodology that integrates findings derived from grounded theory development with principles of attribution theory and expectation-evidence theory, establishes a conceptual model that is put to stringent empirical examination. Then, a structural equation model is established in order to explicate the dimensionalities and directionalities of antecedents for perceived sponsor sincerity in philanthropic sponsorship campaigns of service product brands. According to the structural model, positiveness of consumer prior expectations of the sponsoring brand regarding its altruism orientation and perceived persuasiveness of evidences communicated by the sponsoring brand regarding its altruism orientation are found to be exogenous constructs that generate juxtaposing effects, mediated by the three causal dimensions of the sponsoring brand’s sponsorship behavior in the first order and dispositional of sponsor motivations in the second order, on perceived sponsor sincerity which is designated as the terminal endogenous construct of the model. In addition, positiveness of consumer prior experctations directly affects perceived persuasiveness of evidence.

並列關鍵字

perceived sponsor sincerity ； attribution theory ； expectation/evidence theory ； structural equation mpdel

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