運動賽會觀眾贊同與贊助品牌配適對贊助者偏好之研究

The Influence of Sports Event Preferences, Sponsor Identification, and Event-Sponsor Fit on Sponsorship Favorability

張景弘(Ching-Hung Chang) ； 徐世同(Shih-Tung Shu) ； 高俊雄(Chin-Hsung Kao)

《臺灣體育運動管理學報》 12卷1期 (2012/03) Pp. 1-24

https://doi.org/10.6547/tassm.2012.0001

摘要

本研究旨在於探討運動賽會觀眾的賽會贊同、賽會與贊助品牌知覺配適、贊助品牌認同、對贊助者偏好的影響。以2009年台北聽障奧運的觀眾為研究對象，有效問卷346份，以偏最小平方法進行線性模型分析資料。研究結果指出，觀眾的賽會贊同為贊助品牌認同、以及賽會與贊助者知覺配適的前置變數，三者對品牌贊助偏好產生正向影響。此外觀眾賽會贊同直接影響贊助品牌認同，二者經由賽會與贊助品牌的知覺適配，間接影響品牌贊助偏好，此知覺配適在模型中扮演關鍵影響中介角色。本研究結果提出賽事主辦者與企業贊助者具洞察的管理實務建議。

關鍵字

運動賽會 ； 知覺配適 ； 贊助

並列摘要

In sports sponsorship studies, the congruent relationship of the three event entities, that is, the participants, sponsors, and sponsored event, and its effects on participants' favorability toward the sponsors has received limited attention. In this study, we investigate the effects of the participants' enjoyment of the event, brand identification, and event-sponsor fit on their favorability toward sponsorship. We collected 346 samples from the 2009 21st Summer Deaflympicsin Taipei to examine a structured relationship model using partial least squares regression. The empirical results indicatethat the participants' enjoyment of the event, sponsor identification, and event-sponsor fit had positive effects on sponsorship favorability. The participants' enjoyment of the event was the antecedent of brand identification, which subsequently affects the impact of event-sponsor fit on sponsorship favorability. The event-sponsor fit had a mediating effect on the relationship between sponsor identification and sponsorship favorability in the model. The results of this study provide managerial insight for the organizers and sponsors of sports events.

並列關鍵字

event enjoyment ； event-sponsor fit ； sport sponsorship

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