大葉大學學生辨識台灣大聯盟職業棒球隊認養企業之研究

A Study of Da-Yeh University Students' Recognition of Corporate Sponsorship of Taiwan Major-League Professional Baseball Teams

李志峰(Chih-Feng Lee) ； 楊慶南(Ching-Nan Yang) ； 張霖家(Lin-Jia Chang) ； 呂青山(Chin-Shan Lu)

《大葉學報》 12卷2期 (2003/12) Pp. 109-122

https://doi.org/10.7119/JDYU.200312.0109

摘要

As the traditional media have become increasingly expensive and cluttered, corporate sport sponsorship is now viewed as a cost-effective alternative. Therefore, this study employed the Survey of College Students on Corporate Sponsorship of Taiwan Major-League Professional Baseball Teams to survey 248 students at Da-Yeh University. The purpose of this research was to investigate the recognition effect and differences in recognition rates of college students with regard to corporate sponsorship of Taiwan Major-League professional baseball teams. Descriptive statistics and an X²-test were adopted for data analysis. The results were as follows:
1.The corporate sponsor ERA TV obtained the highest recognition rate, 26.2%; Macoto Bank next, at 22.2%; Acer Computer the least; at 20.2%. It was concluded that there is a positive relationship between recognition rate and period of sponsorship.
2.Different genders, exercise frequencies, onsite-watching experience and TV-watching frequencies all reached significant difference level s with regard to recognition rates (p＜.05)

關鍵字

台灣職棒大聯盟 ； 運動贊助 ； 辨識效果

並列摘要

As the traditional media have become increasingly expensive and cluttered, corporate sport sponsorship is now viewed as a cost-effective alternative. Therefore, this study employed the Survey of College Students on Corporate Sponsorship of Taiwan Major-League Professional Baseball Teams to survey 248 students at Da-Yeh University. The purpose of this research was to investigate the recognition effect and differences in recognition rates of college students with regard to corporate sponsorship of Taiwan Major-League professional baseball teams. Descriptive statistics and an X²-test were adopted for data analysis. The results were as follows:
1.The corporate sponsor ERA TV obtained the highest recognition rate, 26.2%; Macoto Bank next, at 22.2%; Acer Computer the least; at 20.2%. It was concluded that there is a positive relationship between recognition rate and period of sponsorship.
2.Different genders, exercise frequencies, onsite-watching experience and TV-watching frequencies all reached significant difference level s with regard to recognition rates (p＜.05)

並列關鍵字

Taiwan Major-League Professional Baseball ； corporate sports sponsorship ； recognition