九十年全國運動會贊助效果研究

Event Sponsorship: Spectator Perceptions at 2001 Athletic Games

蕭嘉惠(Chia-Huei Hsiao)

《臺灣體育運動管理學報》 3期 (2005/06) Pp. 163-182

摘要

本研究旨在瞭解運動賽會之贊助效果，研究對象爲參加九十年全國運動會的現場觀衆共402名。並以「贊助效果評估問卷」爲研究工具，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法處理，經分析討論後結論如下：
一、受度者對九十年全國運動會贊助商的贊助確認率，由高到低前三名分別爲，中國石油：52.5%、台監實業：31.1%、及宏泰人壽：27.9%。
二、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，尤其在「賽會認同」步空間。；此外生「購買意圖」構面上則仍有很大的進步空間。
三、年收入在55-100萬間的受試者與年收入在22萬以下的受度者，在「購買意圖」及「企業形象知名度認同」兩構面上有不一致的認同情形。

關鍵字

贊助 ； 贊助效果 ； 回想 ； 確認

並列摘要

The purpose of the study was to determine if people attending the 2001Athietic Games could accurately identify the official sponsors. Sponsorship recognition methodology was used, and a survey specific to the 2001 Athletic Games was developed. Respondents included 402 people who identified themselves as spectators. The research instrument ”Sponsorship Recognition and Identify 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) Respondents could not accurately identify the official sponsors. (b) The respondents reported a high score in three dimension of sponsorship effects. (c) Respondents background (income) will influence the recognition rate.

並列關鍵字

sponsorship effect ； recall ； recognition

參考文獻

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