- 會議論文
La New公司贊助運動效益之研究
A Study on the Effect of La New Corporation's Sport Sponsorship
摘要
近來，贊助已成為今日行銷活動中成長最快速的領域，許多企業紛紛投入大筆的金錢對一些運動賽事進行贊助。而透過這些活動，企業強調正面之形象，或強調他們可帶給消費者的利益，使之轉變為偏好或購買此品牌的動機。然而，在一般對於運動贊助效益的評估研究主要仍偏重在觀眾對於贊助企業的認知、態度、形象、辨識度等，以及產品使用者與非使用者之間的差異性，而對於贊助企業的曝光效益則較少著墨，故本研究針對認知效益、曝光效益來探討對贊助效益之影響，並討論其影響贊助效益強弱程度。本研究主旨在探討La New公司認養La New熊（原第一金剛）及贊助9支國中小棒球隊之效益，研究對象以La New熊的球迷為主，透過網路問卷進行調查，回收後有效樣本計為408份。回收資料採用SPSS 10.0及LISREL 8.20套裝軟體，依研究目的分別採用描述統計、獨立樣本t檢定、結構方程分析等統計方法進行資料處理分析，結果顯示模式配適度良好(χ2/df=2.90, GFI=0.83, CFI=0.91, RMR=0.042, RMSEA=0.095, IFI=0.91)。經資料分析結果顯示涉入程度、認知程度都會對贊助效益產生顯著的影響。在個人背景對贊助效益差異性分析中發現，對贊助廠商有較正面的的看法，集中在男性、年輕、學生等，顯示青少年相較於年長者較能接受職棒運動。且研究資料也顯示因為La New熊的成軍，提高了La New此品牌的曝光度，並對企業的品牌形象有正面之提升效果，研究結果具體實證企業贊助運動之正面效益。
並列摘要
Sponsorship has rapidly risen to prominence in today's marketing activities. Many enterprises are in droves to plunge handsome money to sponsor some sports events. By highlighting their positive image or emphasizing the benefits they could bring to consumers through those activities, enterprises may turn the results into consumer's preference for their brand of products or further trigger consumer's motive to purchase their products. And this research purpose gets involved to approve whether feeling have just toward influence or not to the fan in the analytical fan, and the fan gets involved to approve feeling with ball team to sponsor whether benefit has just to influence or not. Take the fan of Taiwan as a research object, the questionnaire tests effectively 408 questionnaires. Data through LISREL8.20 software packages carry on covariance analysis, research the result manifestation: The whole mode is all proper to go together with index sign to pass the threshold value standard. (the χ 2/df=2.90, GFI=0.83, CFI=0.91, RMR=0.042, RMSEA=0.095, IFI=0.91)The whole mode is all proper to go together with index sign in order to accept rather, this also indicates, the fan gets involved to approve feeling to the ball team, and the ball team gets involved to approve feeling with ball team a benefit to really have positive influence to the sponsor.