觀眾個人態度與對球隊、贊助關係之認知因素對運動贊助效益之影響：運動涉入之干擾效果

企業贊助運動賽事的事件行銷策略，可以引起消費者的共鳴、避免排斥的心理，並且增加消費者心中良好的印象以及企業銷售績效。爲深入瞭解運動贊助的效益，如何依據現場觀眾的立場，擬定適當的行銷模式，已是行銷研究中刻不容緩的議題。有鑑於此，本研究從消費者態度觀點出發，探討整體性的贊助效益影響因素，用以瞭解現場觀眾的態度及認知，對於中華職棒贊助企業「贊助效益」之影響。本研究透過問卷調查中華職棒球賽現場觀眾後，研究結果顯示：一、就現場觀眾而言，對贊助企業的態度，以及贊助企業與職棒球賽的形象適合度，會正向影響企業的行銷及形象效益。二、觀眾對職棒球賽的態度正向影響企業的形象效益。三、觀眾的運動涉入在贊助效益相關影響因素與贊助效益間具有部份調節作用。

關鍵字

運動贊助；觀眾態度；贊助效益

並列摘要

Enterprise's use of event marketing for sport sponsorship can arouse echoes in consumers, to avoid antipathy status, and thereby enhancing sales performance and corporation image. To understand the benefits of sport sponsorship, enterprises should draft proper marketing tactics based on the consumer's perspective of an on-the-spot spectator. This issue is an urgent topic in the marketing field. To understand the effects of consumer attitudes on sponsorship, this work focused on consumer attitude, and examines sponsor benefits of the main sponsor corporations of the Chinese Professional Baseball League (CPBL). This study used a questionnaire to examine on-the-spot spectators. The findings suggest that: 1) the attitude toward main sponsor corporations, the level of fit between the sponsoring company and the sponsored event will affect the corporations' sponsored effects; 2) the attitude toward the baseball game will positively affect the corporations' image sponsorship effect; 3) spectators' baseball involvement has partial moderate effects between sponsorship factors and sponsorship effects.