- 期刊
酒商公司贊助運動是把雙面刃？酒商公司贊助運動之研究現況與展望
Is the sports sponsorship of alcohol industries a double-edged? Literature review and future perspective for sports sponsorship of alcohol industries
摘要
酒商公司，做為能提供運動組織與運動員大量資源之企業，其產品與運動賽事也一直存在著密不可分的關係。過去研究多著重於探討酒精飲料對於運動員、青少年及兒童帶來的負面影響，然而，究竟以酒商贊助運動員及運動賽事是否利多，是目前研究鮮少探討的部分。基此，本研究將首先介紹酒商公司贊助運動的歷史緣起與發展，以提供讀者對酒商公司與運動贊助有較深入的認識。其次，針對目前運動贊助相關研究中有關酒商公司相關內容進行彙整，以呈現當前有關酒商公司贊助運動研究的主軸及研究缺口。研究結果顯示，當前研究內容可分為以下四個面向：一、兒童及青少年接觸酒商公司行銷廣告頻率；二、酒商公司贊助運動對運動員、青少年及兒童之飲酒量影響；三、酒商公司贊助運動之態度與看法；四、法規探討等研究主題，然未來仍需更細緻的實證性研究設計與執行，方能對該些議題有更深入之探討。此外，在研究方法的運用上，未來亦可針對研究主題的設定選取合宜的研究方法，以突破現有研究的缺口，進而提升酒商公司贊助運動賽事相關研究議題的多樣化，並提供日後相關產業在運動贊助操作上之參酌。
並列摘要
As an enterprise that can provide a large number of resources for sports organizations and athletes, alcohol industries have always been inextricably linked with sports events. Previous studies focused on the negative effects of alcohol on athletes, adolescents and children. However, it is still rare to find out whether sponsoring athletes and sports events through alcohol industries is beneficial. Based on this, this research will first introduce the historical origin and development of the sports sponsorship of alcohol industries, so as to provide readers with a deeper understanding of alcohol industries and sports sponsorship. Second, this study explores the related contents of the current research on sports sponsorship to exhibit the main axis and research gaps of the research on sports sponsorship. The results of the study showed that the current research can be divided into four aspects: 1. The frequency of children and adolescents' exposure to the marketing advertisements of alcohol industries. 2. The influence of sports sponsorship of alcohol industries on the alcohol consumption of athletes, adolescents and children. 3. The attitudes and views on sports sponsorship of alcohol industries. 4. Legal discussion. However, the more detailed empirical research design and implementation are needed to be further explored. In addition, appropriate research methods can be selected for the setting of research topics to break through the gaps in existing research. So as to enhance the diversification of research topics related to sports sponsorship of alcohol industries, providing consultation for relevant industries in the future.