企業贊助，消費者運動涉入程度和購買意願之研究

A study on enterprise sponsorship, consumer's sports involvement, and purchase intention

謝懷恕(Hwai-Shuh Shieh) ； 曾芳代(Fang-Tai Tseng) ； 何碩(Shuo Ho)

《運動與遊憩研究》 17卷1期 (2022/09) Pp. 28-45

https://doi.org/10.29423/JSRR.202209_17(1).03

摘要

本研究針對中國信託商業銀行以冠名方式贊助黑豹旗全國高中棒球大賽之運動贊助行為，探討消費者運動涉入程度是否會影響企業運動贊助之效果。透過判斷抽樣方式做問卷調查，有效問卷270份。以結構方程模型來分析運動涉入程度是否會影響企業贊助效益之企業形象、品牌聯想以及消費者購買意願。實證結果顯示，消費者運動涉入程度越高，對於品牌形象的贊助效果和購買意願效果有正面的影響，贊助企業之形象對於企業品牌聯想有顯著的正面效果，最後企業品牌聯想能夠有效的提升消費者購買贊助企業商品服務之意願。研究結論為企業的運動贊助針對運動涉入程度較高的消費者會比運動涉入程度低的消費者效果更佳；因此，建議企業可以贊助運動賽事，或自行舉辦運動賽事，藉由運動賽事針對運動涉入程度高之目標客群，提升企業品牌形象、強化品牌聯想，進而影響消費者購買意願。

關鍵字

企業贊助 ； 運動涉入 ； 購買意願

並列摘要

This study focuses on the sponsorship behavior of China Trust Commercial Bank, who sponsored the Black Panther Pennant National High School Baseball Tournament and tries to understand whether the sports involvement will affect the effectiveness of Sports Sponsorship. This study employed Structural Equation Modeling to explore whether the degree of sports involvement will affect the corporate image, brand association and purchase intention and a total of 270 respondents who know the tournament were selected. The result shows the higher sports involvement of consumers has more positive influence on the sponsorship effect of the corporate image and the purchase intention. The image of the sponsoring company has a significant positive effect on the corporate brand association. Finally, the corporate brand association can enhance consumers' willingness to purchase sponsored enterprise's goods and services.

並列關鍵字

Corporate sponsorship ； sports involvement ； image ； purchase intention

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