The Effects of Sport Involvement, Sponsor Awareness and Brand Image on Purchase Intention to Sponsors' Products

運動涉入、贊助知覺、品牌形象對贊助商產品購買意願影響之研究

李城忠(Cheng-Jong Lee) ； 吳朝森(Chao-Sen Wu) ； 王文君(Wen-Chun Wang)

《運動休閒管理學報》 9卷2期 (2012/12) Pp. 36-51

https://doi.org/10.6214/JSRM.201212_9(2).0003

摘要

本研究旨在探討運動涉入者經由贊助知覺及品牌形象對於贊助商產品購買意願之行為影響模式，研究結果將提供相關政府機構、民間企業團體以及相關學術研究單位施政、行銷策略及研究參考數據。研究對象為中彰地區觀看2010世足賽相關報導之運動愛好者，以便利抽樣方式取得有效問卷共625份，透過問卷調查及結構方程（SEM）檢測本研究之模式，分析結果顯示此模型之配適度良好，研究結果發現：一、運動涉入對贊助知覺具有正向影響。二、運動涉入不會影響品牌形象。三、贊助知覺對品牌形象有正向的影響。四、贊助知覺對購買意願有正向的影響。五、品牌形象對購買意願有正向的影響。六、運動涉入透過贊助知覺對購買意願有正向的影響。七、運動涉入不會透過品牌形象影響購買意願。八、運動涉入經由贊助知覺、品牌形象對購買意願有正向的影響。其中顯示：「心理功能」之運動涉入、「外擴性」之贊助知覺分別對贊助知覺及品牌形象有較高之影響；「需求認同」、「價值認同」的品牌形象同時對購買意願有較高之影響。

關鍵字

運動涉入 ； 贊助知覺 ； 品牌形象 ； 購買意願

並列摘要

This study aims to probe into influence of sponsor awareness and brand image on sport involvement customers' purchase intention to sponsors' products, and it will enhance the marketing strategy of future firms to sponsor sports events and function as the criterion. Research findings are shown below: 1) sport involvement positively influences sponsor awareness; 2) sport involvement will not influence brand image; 3) sponsor awareness positively influences brand image; 4) sponsor awareness positively influences purchase intention to sponsors' products; 5) brand image positively influences purchase intention to sponsors' products; 6) sport involvement positively influences purchase intention to sponsors' products by sponsor awareness; 7) sport involvement will not influence purchase intention to sponsors' products through brand image; 8) sport involvement positively influences purchase intention to sponsors products through sponsor awareness and brand image. It demonstrates that sport involvement of ”psychological function” and sponsor awareness of ”expansion” more significantly influence sponsor awareness and brand image; brand image of ”demand identification” and ”value identification” significantly influences purchase intention to sponsors' products.

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