從關係行銷觀點探討消費者知覺對企業提供贊助成效之關聯性分析－以國內職棒運動為例

A Study on the Relationships between Consumer Perception and Sponsorship Performance Based on the Viewpoint of Relationship Marketing: A Case for Taiwan Professional Baseball Sport

劉祥熹(Hsiang-Hsi Liu) ； 王智弘(Chih-Hung Wang)

《績效與策略研究》 1卷1期 (2004/12) Pp. 65-90

https://doi.org/10.6736/JPSR.200412_1(1).0004

摘要

近年來，國內運動風潮的興起，運動逐漸融入大眾的生活，也由於運動風潮的興起，企業贊助活動逐漸興盛，特別是運動贊助，儼然成為企業與消費者溝通的最佳工具，也是企業提昇產品形象、促銷產品的重要方式之一，該項議題也頗為學界所關注。綜觀目前研究文獻中，贊助內含的研究大抵分為三類：(Cornwell and Maignan, 1998)：1.針對企業贊助的本質進行探討2.針對企業贊助的管理面進行探討3.衡量企業贊助的效益，依此可知，相關贊助文獻鮮少從關係行銷的角度探討消費者對於企業提供贊助之成效進行分析，又國內企業對運動贊助日益興盛，此亦是本文以企業贊助成效作為分析重要議題之緣由。基本上，贊助可視為與其他夥伴建立信任與承諾的平台(Cornwell and Maignan, 1998)，增進其彼此結合，亦即可從關係行銷的角度探討贊助。因此，本研究嘗試從關係行銷的觀點探討消費者（球迷）對企業提供贊助之成效的關連性，並以台灣職棒運動有關的企業贊助案例作為實證分析之依據，該項實證結果所獲資訊可提供企業發展或改善贊助策略相關措施之參考。

關鍵字

運動行銷 ； 關係行銷 ； 運動贊助

並列摘要

Recently, sports have become a part of our daily life. As this wave, many firms utilize sponsorship to communicate with their customers, especially sports sponsorship. It is not only makes firms' brand become popular but also an interesting issue in many literatures. According to Cornwell and Maignan's concepts(1998), such literatures on sponsorship can be classified in three main types：1. Nature of sponsorship; 2. Managerial aspects of sponsorship; 3. Measurement of sponsorship effects. Although lots of literatures have concerned on sponsorship issues but only few literatures based on the viewpoint of relationship marketing to find the relationships between consumer perception and sponsorship performance.
It has suggested by Cornwell and Maignan(1998) that future research on sponsorship behavior and effect can be based on the viewpoint of relationship marketing. Furthermore, the sport sponsorship activity growth substantially. Therefore, this study tries to apply the related data for Taiwan professional baseball sport to measure relationships between customer perception and sponsorship performance.
In this study, the structural equation modeling (SEM) has been developed and estimate to detect the relationships between trust and commitment, consumer perception and sponsorship performance. Eventually, the results of this study would provide the useful information for help sponsor make good decision-making more effectively.

並列關鍵字

Sport Marketing ； Relationship Marketing ； Sport Sponsorship

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