最近幾年來,許多企業選擇使用贊助活動來增加品牌的曝光度,以及提升企業或品牌的形象,其中有些企業將贊助公益與產品的銷售活動結合在一起,也就是所謂的善因行銷,企業會將銷售產品的收益提供部分金額作為贊助公益、慈善團體之用。過去的研究指出贊助和善因行銷對於消費者的品牌知覺、品牌態度都有正面影響,不過在消費者的購買意願的部分,目前的研究只能說明贊助會有間接的影響,而善因行銷在消費者選擇購買產品時,的確會有明顯的效果。因此本研究想要討論若以善因行銷的方式,應用於企業投入最多的運動贊助上,在宣傳贊助活動的廣告主題選擇、贊助金額高低、金額表達方式以及產品種類各個因子不同的情況之下,對消費者的品牌態度與購買意願會造成何種影響。 本研究採用實驗設計的方式來驗證假設,實驗為2×3×2的三因子設計,操作的變數為產品種類(高涉入產品VS. 低涉入產品),贊助金額表示(高明確數額 VS. 低明確數額 VS. 抽象量詞),廣告主題(贊助活動 VS. 產品屬性),共分成12組實驗情境,研究樣本為台灣大學日間部的學生。 本研究所得到的主要結論如下: 一、宣傳贊助活動的廣告主題若是產品屬性時,消費者對於高涉入產品的購買意願會比低涉入產品高。 二、宣傳贊助活動的廣告主題若是贊助活動時,消費者對於低涉入產品的購買意願會比高涉入產品高。 三、企業若提供較高的贊助金額,消費者的購買意願也增加。 四、企業若提供的贊助金額佔銷售額為較低比例時,消費者對高涉入產品的品牌態度會比對低涉入產品高。 五、在善因行銷與運動贊助結合的應用上,較關心體育活動程度的消費者的購買意願會比較高。
Many companies use sponsorship to increase the awareness and image of the brand, and some of them combine the donation and the sales, which called cause-related marketing. The company will provide part of the revenue for the cause. Previous findings have showed that cause-related marking is positive to consumers’ brand awareness, brand attitude and purchase intention. This research will discuss the effect of cause-related marketing when the sponsored object is sport event. And we want to know how the donation level, advertisement’s theme and product category will influence the brand attitude and purchase intention. We will prove the hypotheses by experiment. The manipulation variables are product category (high-involvement vs. low-involvement), donation level (high vs. low vs. vague quantifier), and advertisement’s theme (product attribute vs. sponsorship). There are 12 groups and the samples are the students of National Taiwan University. The major findings are: 1.When the advertisement’s theme is product attribute, the purchase intention of high-involvement product is higher than the purchase intention of low-involvement product. 2.When the advertisement’s theme is sponsorship, the purchase intention of low-involvement product is higher than the purchase intention of high-involvement product. 3.When the company raises the donation level, the purchase intention will increase. 4.When the company provides low percent of the revenue for the sport event, the brand attitude of high-involvement product is higher than the brand attitude of low-involvement product. 5.The purchase intention of consumers who are interested in sports is higher than the purchase intention of consumers who are not interested in sports.