馬爹利高爾夫名人逐洞賽贊助效益之個案研究

A Study of Sponsorship Effectiveness of the Annual Martell Skins Golf Classic

葉美琳(Mei-Lin Yeh)

《大專體育學術專刊》 91年度 (下) (2002/05) Pp. 25-37

https://doi.org/10.6695/AUES.200205_91.0055

摘要

本研究主要目的為暸解運動賽會現場觀眾高球運動習慣、酒精飲料使用習慣、高球觀賽經驗與現場活動參與之現況，並瞭解現場觀眾對馬爹利贊助賽會之知覺、形象、態度、購買意圖之現況，另外加以比較不同的高球運動習慣、酒精飲料使用習慣、高球觀賽經驗與現場活動參與對馬爹利之知覺、形象、態度、購買意圖之差異情形。研究對象以第八屆「馬爹利高爾夫名人逐洞賽」之現場觀眾為主，進行問卷調查研究，得有效問卷321份後，經描述統計、t考驗、單因子變異數分析後，其結果如下：一、不同高球習慣的觀眾，對主要贊助之知覺、形象、態度、購買意圖有差異存在。二、不同酒精飲料使用習慣的觀眾，對主要贊助之知覺、形象、態度、購買意圖有差異存在。三、不同高球觀賽經驗的觀眾，對主要贊助之知覺、形象、態度、購買意圖沒有差異存在。四、不同現場活動參與的觀眾，對主要贊助之知覺、形象、態度、購買意圖沒有差異存在。

關鍵字

企業贊助效益 ； 高球運動習慣 ； 酒精飲料使用習慣 ； 現場活動參與

並列摘要

The purpose of this study was to investigate the spectators' experience in playing golf, drinking, visiting golf event, and participating Martell Activities, and to examine their awareness, image, attitude, and their intention and behavior in future consumption. Furthermore, to understand how different habit and features affect the awareness, image, attitude, and future consumption intention and behavior toward Martell, the affect would be criticized.Concerning this study, the viewers who made a visit to ”the 8th Annual Martell Skins Golf Classic” would be adopted as the subjects. In addition, the self-developed questionnaires were randomly involved the spectators and the va1id rate of returned polls was 53.5%. The data would be analyzed by description statistics, t-test, and ANOVA.Eventually, the result of this study were presented as follows:1.The spectators' habit in playing golf had effects on their awareness, image, attitude, and their intention and behavior in future consumption.2.The spectators' habit in drinking had effects on their awareness, image, attitude, and their intention and behavior in future consumption.3.The spectators' experience in visiting golf event had no effect on their awareness, image, attitude, and their intention and behavior in future consumption.4.The spectators' experience in participating Martell Activities had no effect on their awareness, image, attitude, and their intention and behavior in future consumption.

並列關鍵字

corporate sponsorship effectiveness ； habit in playing golf ； habit in drinking ； experience in visiting golf event ； experience in participating Martell Activities