觀眾的運動涉入程度對贊助企業品牌權益及購買意願之影響

The Impact of Spectators Sport Involvement on Corporate Sponsorship to Brand Equity and Purchase Intention

張清泉(Chin-Chun Chang) ； 吳志銘(Chih-Min Wu) ； 賴宗佑(Jhong-You Lai) ； 王慶堂(Ching-Tang Wang)

《運動與遊憩研究》 6卷3期 (2012/03) Pp. 80-94

https://doi.org/10.29423/JSRR.201203_6(3).0006

摘要

本研究主要目的為探討現場觀眾運動涉入對贊助企業之品牌權益及消費者購買贊助商產品意願的影響，一般在評估企業的贊助行為所帶來的效益時，最直接的做法乃是以曝光率的多寡做為衡量的指標。然而，企業贊助動機的最終目的，無非是希望能夠獲得消費者的回應，如知名度的提高、形象的改變、產品銷售量的增加，進而對企業的品牌權益產生正面的影響。本研究以中華職棒二十年例行賽現場觀眾為研究對象，本研究選定興農牛主場之三種不同對戰組合，問卷共發放600份問卷，有效問卷為522份，有效問卷回收率為90.94%。並以描述性統計、多變量變異數分析、多元迴歸分析及典型相關分析，經由SPSS Windows套裝軟體進行分析。研究結果顯示，現場觀眾運動涉入對品牌權益及購買意願有顯著影響，其中當運動涉入越高購買贊助商產品意願也愈高；品牌權益對購買意願有顯著影響，其中顯示「品牌形象」、「企業形象」愈高，消費者之購買贊助商產品意願也愈高。因此，企業若想要產品銷售量的增加，仍需建立優良產品品質與企業所帶來的良好社會觀感。

關鍵字

運動涉入 ； 企業贊助 ； 品牌權益 ； 購買意願

並列摘要

The purpose of this study is to analyze the impact of spectator sport involvement on the brand equity of corporate sponsorship and consumers' purchase intentions. In general, the exposure rate, as an indicator, is the most direct way to assess the benefits of sponsorship. The ultimate goal of corporate sponsorship is to obtain responses from consumers, such as brand awareness enhancement, brand image changes, or increase in product sales. Consumers' responses may have positive impacts on the brand equity of enterprises. For the purposes of this paper, regular season audiences over the last 20 years of the Chinese Professional Baseball League have been chosen as the research target. This study selected three different combinations of the Bulls Team home games. 600 questionnaires were handed out, and 522 completed questionnaires were deemed valid. The effective response rate is 90.94 %. The statistical methods applied to this study are descriptive statistics, MANOVA, Multiple Regression Analysis, and the Canonical correlation via the software package of SPSS 12.0 for Windows. The study found that the spectator sport involvement has a significant impact on the brand equity and purchase intentions. When spectator sport involvement is higher, purchase intentions to buy sponsored products is higher; the brand equity also has significant effect on purchase intentions. The study shows that when brand image and corporate image are higher, consumers' purchase intentions on sponsors' products are higher. As a result, if a corporation hopes to increase its sales, it will need to provide a good quality product and maintain a positive corporate image.

並列關鍵字

sport involvement ； corporate sponsorship ； Brand Equity ； purchase intention

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