運動賽會現場觀眾對贊助商認知之研究：以SBL冠亞軍表演賽為例

A Study of the Audiences' Cognitions for the Sponsors: Take SBL Demonstration Match as an Example

邱國華(Kuo-Hua Chiu)

《大專體育學術專刊》 95年度 (2006/04) Pp. 294-299

https://doi.org/10.6695/AUES.200604_95.0052

摘要

本研究旨在探討現場觀眾對SBL冠亞軍表演賽贊助商的認知效益。採問卷調查方式，共發出問卷300份，回收有效問卷294份。回收資料採用SPSS for Windows 10.0套裝軟體進行描述性統計、獨立樣本t檢定及單因子變異數統計分析。結果發現：一、55.8%的現場觀眾知道本次比賽的贊助商，有44.2%的現場觀眾不知道本次比賽的贊助商。二、不同性別現場觀眾對贊助商的形象認知、產品購買意願無顯著差異；但在品牌喜好程度方面有顯著差異。三、不同婚姻狀況現場觀眾對贊助商的形象認知無顯著差異；但在產品購買意願及品牌喜好程度方面有顯著差異。四、不同年齡現場觀眾對贊助商的產品購買意願無顯著差異；但在形象認知及品牌喜好程度方面則皆有顯著差異。五、不同教育程度現場觀眾對贊助商的產品購買意願無顯著差異；但在形象認知及品牌喜好程度方面皆有顯著差異。本次表演賽贊助商為唯一贊助商，但在現場觀眾之知名度及辨識程度偏低，贊助效果不明顯，建議除了加強賽前宣傳工作之外，在賽場的準備上也應在明顯位置放置相關廣告看板，除了加強觀眾印象外，也可達到宣傳效果。

關鍵字

贊助商 ； 認知效益

並列摘要

The purpose of this study was to analyze the cognitions of the audience for the sponsors in SBL demonstration match. This study was to use questionnaires. The total numbers of questionnaires were given to 300 people to answer and the valid ones were 294. All the data of valid samples were analyzed by descriptive statistics, independent t test and one-way ANOVA. The findings were as following: 1. Fifty-five point eight percent audiences can recognize the sponsor; forty-four point two percent audiences can not recognize them. 2. There is no distinct difference from different gender in image recognition and purchase intention; there is a significant difference in brand. 3. There is no distinct difference from different marriage status in image recognition; there is a significant difference in purchase intention and brand. 4. There is no distinct difference from difference ages in purchase intention; there is a significant difference in image recognition and brand. 5. There is no distinct difference from difference educational backgrounds in purchase intention; there is a significant difference in image recognition and brand. The sponsor is the only sponsor in this demonstration match, but the awareness and recognition are low for the audiences. This study recommended enhancing the advertisement before the game and set up the billboards in conspicuous location. It is useful to enhancing the audiences' impressions and the effect of advertisements.

並列關鍵字

SBL ； sponsor ； cognitions