甲級男子企業排球聯賽贊助效益與購買意願之關係

Correlation between Consumers' Sponsor Effective and Purchase Willingness on Volley Ball Tournament of Class a Male Enterprise Division

陳秉宏(Ping-Hung Chen) ； 韓大衛(Da-Wei Han)

《大專體育學術專刊》 99年度 (2010/05) Pp. 372-378

https://doi.org/10.6695/AUES.201005_99.0047

摘要

本研究之目的在於探討甲組男子企業排球聯賽消費者贊助效益及購買意願之相關情形。以問卷調查法來收集所需資料。研究對象採便利抽樣方式實施，共發放900份問卷，剔除資料填答不全者，合計有效樣本為687份，有效回收率為76.33%。資料處理採描述性統計、獨立樣本t檢定、迴歸及單因子變異數分析，如達顯著隨即進行LSD事後比較。本研究主要結果為：不同年齡、您是否有支持或喜愛的球隊、您是否已（曾）加入球隊或球員的後援會組織、一年平均親自至球場觀看比賽的次數、是否有實際從事排球運動、實際從事排球運動的時間在贊助效益上有顯著差異；不同年齡、您是否有支持或喜愛的球隊、一年平均親自至球場觀看比賽的次數、是否有實際從事排球運動、實際從事排球運動的時間在購買意願有顯著差異；甲組男子企業排球聯賽消費者知覺贊助效益對購買意願有顯著正向的影響。

關鍵字

年齡 ； 球隊後援會 ； 球員後援會

並列摘要

The purpose of this research was to discuss the correlative condition between consumers' sponsor effective and purchase willingness to volley ball tournament of class A male enterprise division. The needed information was primarily collect through questionnaires. There were 900 questionnaires. After weeding out questionnaires which were not filled in completely with proper information, there were 687 valid copies with effective return ratio reaching 76.33%. Information processing adopted descriptive statistics, independent t-test, one-way ANOVA with repeated measures. If the outcome reaches significance level, then it was applied with LSD (Least Significant Difference). The main results of this research were: 1. It was observed that there were significant differences existed on consumers' sponsor effective like, different age, having favorite team or supporting any team or not; whether (already) joined the team club or player club; the annual amount of times in personally watch the game onsite, having actual participation to volleyball or not, and the actual time spent on volleyball. 2. In regards to purchase willingness, there were significant differences observed from items like, different age, having favoriteteam or supporting any team or not, the annual amount of times in personally watch the game onsite, whether having actual participation to volleyball or not, and the actual time spent on volleyball. The consumer awareness to sponsor effective had positive influence towards purchase willingness.

並列關鍵字

age ； team club ； player club