企業主辦運動賽會之認知效益研究

本研究旨在探討企業主辦運動賽會之效益，並以參加永信杯全國排球錦標賽之選手及現場觀眾共854位爲研究對象，採研究者自編之「企業主辦運動賽會之認知效益」問卷爲研究工具，所得資料以描述統計、獨立樣本t 檢定、單因子變異數分析等方式進行分析，結果如下：（一）參賽選手與現場觀眾可正確填答主辦單位的比例達88.5%。（二）在企業形象認知上，26歲以上、任職軍公教、收入2萬至4萬元、收看排球轉播較爲頻繁、曾購買企業相關產品的受試者對主辦企業之認知形象較佳。（三）在產品購買意願上，36歲以上、任職軍公教及服務業、高中學歷、收看排球轉播較爲頻繁、曾購買企業產品的受試者對產品之購買意願較佳。最後，依據本研究結果提出行銷實務與未來研究上之建議，盼能促進更多企業投入挹注運動之行列中，創造企業與運動雙贏之利基。

關鍵字

運動贊助；贊助效益；球員；觀眾；永信杯全國排球錦標賽

並列摘要

The purpose of this study was to examine the sponsorship benefit of sports event held by YungShing group. Samples included 854 volleyball players and spectators of YungShing national volleyball game. A researcher self-designed questionnaire was employed for the survey. Through statistical analysis by using descriptive statistics, independent-sample t-test, and one-way ANOVA, the following results were obtained. First, 88.5% players were recognized that YungShing was the holder of the volleyball game. Players and spectators who could recognize the holder correctly had higher scores in cooperative impression and purchase intention of product than those who did not. Second, subjects who were above 26 years old, employed under the government, had 20,000-40,000 income, watched sportscast of volleyball frequently, and had experiences of using product were had better cooperative impression. Third, subjects who were above 36 years old, employed under the government or business, high school educational background, watched sportscast of volleyball frequently, and had experiences of using product were had higher intention to purchase product. According to results of the study, there were some suggestions for enterprises and future researchers in order to encourage more enterprises to sponsor sport and create benefits for both enterprises and sport.