在地運動贊助者知覺的影響因素與效益分析－以台灣職棒台南區比賽為例

Impacting Factors and the Effects of Grassroots Sport Sponsor Awareness-A Case of Taiwan Professional Baseball Game in Tainan Area

葉桂珍(Quey-Jen Yeh)

《管理評論》 32卷1期 (2013/01) Pp. 17-37+107-112

https://doi.org/10.6656/MR.2013.32.1.CHI.17

摘要

台灣職棒是典型的在地運動，贊助效益為何？贊助者知覺是贊助曝光率的結果，本文主要目的，在以台南區職棒比賽為例，探討贊助者知覺的影響因素、並檢驗在地運動贊助的後續效益。由於在地運動觀眾通常有運動涉入行為，所檢驗的影響因素包括觀眾在壘棒運動上的涉入、以及台灣職棒贊助者的產業特性與廣告版位。效益模式主要是以形象移轉與階層式效果理論，建構「贊助者知覺→企業形象聯想→品牌形象聯想→購買意願」路徑，以驗證觀眾對贊助企業的活力與關懷形象、以及後續品牌形象與購買意願上的聯想。在資料分析上，本研究以現場觀眾踏出球場後，對贊助者的回想與辨識、企業與品牌形象聯想、及產品購買意願，作為變數衡量基礎；贊助者產業與廣告部位資料，則另外搜集。主要發現包括：企業形象聯想不同於品牌形象聯想；有較高贊助者知覺的觀眾，亦同時對贊助企業有較高的活力與關懷形象聯想、以及品牌上的獨特與偏好性聯想，且對贊助企業產品有較高的購買意願。贊助企業因此應審視台灣職棒形象與其產業之一致性，並應以觀眾對贊助者的辨認度，而不僅是曝光率，檢驗贊助效益。

關鍵字

在地運動 ； 贊助者知覺 ； 企業形象聯想 ； 品牌形象聯想 ； 階層式效果 ； 運動涉入

並列摘要

Taiwan Professional Baseball Game is a typical grassroots sport, and sponsor awareness is resulted by sponsorship exposure. Using games in Tainan area as an example, this paper attempts to analyze factors that influence audience's sponsor awareness and it subsequent effects. Because audiences of grassroots sports are usually highly sport involved, impacting factors comprise audience's sport involvement and sponsor's industrial sector and exposure spots. The effect model, purported to associate with sponsor's and brand images and purchase intention, is structured based on image transfer and Hierarchy of Effect theories by a path model: sponsor awareness → corporate image association → brand image association →purchase intention. Data were collected from randomly chosen audiences. Upon exiting the event venue, chosen subjects were asked to participate by completing a self-administered questionnaire, including recall and recognition of sponsors and questions of image associates and purchase intention. Data of sponsor exposure and industry were gathered separately. The main findings include: corporate image associate is different from brand image associate; through image associate, audiences of high sponsor awareness also showed high activeness and caring image, and high brand uniqueness and favor image, associated with the sponsors and purchase intention. Sponsors therefore should consider business sector-sport event fitness and assess sponsorship effect by sponsor awareness from target audience, rather than simply by exposure rate.

並列關鍵字

Grassroots Sport ； Sponsor Awareness ； Corporate Image Associate ； Brand Image Associate ； Hierarchy of Effect ； Sport Involvement

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