企業贊助運動賽會之效益研究－以第三十五屆永信杯排球錦標賽為例

A Study on Corporate Sport Sponsor Effect-A Case Study of the 35th Yung Shin Cup Nation Volleyball Championship

許麗靜(Li-Ching Shi) ； 黃娟娟(Chuan-Chuan Huang) ； 黃瀞儀(Ching-Yi Huang) ； 羅可謙(Ke-Chien Lo) ； 楊承叡(Cheng-Jui Yang)

《高應科大體育》 8期 (2009/11) Pp. 276-290

https://doi.org/10.29889/KUASPE.200911.0025

摘要

近年來，由於媒體廣告所費不貲，隨著現今運動風氣的盛行，企業以贊助運動賽會之形式作為行銷手段也蔚為風潮在充滿競爭的商場上，企業贊助運動是近年來備受矚目的行銷策略。時代快速變遷，每家企業無不以最佳行銷手段提升產品曝光率。永信藥廠耗費鉅額支出舉辦賽會活動，並非讓大家買更多的藥品，其目的是為增進國人健康，出於可貴無私的考慮，藉由企業贊助運動賽會之成功因素為出發點，更進一步探究分析，使得國內其他企業更能了解運動贊助的行銷魅力，此為本研究之動機。本研究係以第三十五屆永信杯全國排球錦標賽，於大甲鐵砧山永信運動公園之現場參與者為本研究之對象，共發出500份問卷，回收問卷432份。統計方法採用SPSS for Windows 12.0中文版統計套裝軟體來進行資料分析，以t檢定及單因子變異數分析進行資料處理並以Scheffe法進行事後比較並以皮爾森積差相關分析各構面之關係。研究結果發現：（一）不同性別對於企業贊助效益與企業形象購買意願間呈現無顯著差異。（二）不同年齡與不同之參與者（選手與非選手）對於企業贊助效益與企業形象購買意願間皆呈顯著差異。（三）企業贊助效益與企業形象購買意願間達顯著關係，企業贊助效益與品牌形象購買意願之各購面關係達顯著差異。（四）企業形象購買意願與贊助效益之各購面關係達顯著差異。（五）購買意願與企業贊助效益之各構面關係有顯著差異，即企業贊助效益愈高，購買意願程度也相對提高。

關鍵字

企業贊助 ； 永信杯 ； 排球錦標賽

並列摘要

The market was competitive, the support movement was a marketing strategy which was the center of attention in the recently years. The time changes fast, the enterprise was in a predicament of faced with the products variation, the relative market competitive enhances, each enterprise had to used the best marketing method to add their products exposure rate. The research purpose was conferring the support behavior of sport marketing, and analyzing the difference sex, age, another participant to contrast with the effect of support of enterprise and the purchase intention. The research object were according to on October 2nd, 2008, the 35th Yung Shin cup nation volleyball championship tournament to October 5th, the views of participants in the Yung Shin sport park at Tie-Zhan mountain in Tachia county (to contain contestants above 15 years old and the scene audience), provided questionnaire 500, return questionnaire 432, recycle questionnaire used SPSS for Windows 12.0 Chinese version statistics coverall software carries on the material analysis, again variable and the related variable carried to analysis data by each statistical method to the population statistic. The research discovered that there was no remarkable difference of sex between the effect of support of enterprise and the purchase intention. The disparity in ages and the different participant (contestant with non-contestant) showed the effect of support of enterprise and the purchase intention regarding the enterprise all assume the remarkable difference.

並列關鍵字

Corporate Sponsorship ； Yung Shin cup ； volleyball championship