近幾年來,企業多以能見度及參與度較高的「運動賽事」為主要贊助對象,以求贊助效益能立竿見影,而學術研究也多以此為研究主題。但事實上,根據美國事件行銷報告(Special Event Report)指出,許多大企業,已把贊助體育的經費,轉移到舞台表演及各種藝術活動上。因為在企業贊助體育活動愈來愈普遍的情況下,導致同質性太高,效果反而不如預期中顯著。而宏?硍偎庛釣う欓I振榮(2003)也表示,科技與藝術均是代表國家水準的重要指標,結合藝術與科技才能展現國家的整體水準。因此,本研究將以「表演藝術團體」為標的,並從消費者的觀點出發,探討企業贊助表演團體的方式或方案(program)對於贊助效果的影響。 本研究以企業與表演團體的一致性、企業形象、和企業參與程度作為自變數,以消費者對於贊助後企業和表演團體的態度作為反應變數,進行2*2*2的三因子實驗設計,並以消費者對表演藝術的涉入程度為干擾變數,探討其是否影響消費者對於企業贊助表演團體的態度。研究結果顯示: 一、企業自身形象的好壞對於贊助後企業和表演團體的認知、情感、和購買意願皆有顯著影響。而企業參與程度的高低也顯著的影響消費者對於表演團體的認知。然而,企業與表演團體間的一致性沒有顯著影響。 二、而因子間也存在著交互作用。(1) 一致性與企業形象之交互作用對贊助後企業情感有顯著影響;(2) 企業形象好之下,一致性與參與程度交互作用對贊助後企業的情感有顯著影響。 三、在人口統計變量的部份,所得低者和一年觀看表演藝術的次數較少者,其分別對於贊助後表演團體的購買意願和贊助後企業的認知和購買意願,顯著的較高。 四、「消費者表演藝術涉入程度」對於自變數與應變數的關係是沒有干擾效果的。
These years ,most corporate sponsorship focus on “sports” which attract more attention of media and fans ,thus strengthening their sponsorship performance .A considerate amount of researches also focus on the study of sports sponsorship .However , Special Event Report showed more and more firms transfer their sponsor budget from sports to performing arts since intense competition in sports sponsorship cannot build their own unique competitive advantage .Mr.Shi also mentioned that technology and arts are two important index of level of one country .Therefore ,this study would investigate how consumer evaluate the way corporate sponsor performing arts . The study choose congruency between corporate and performing arts ,corporate image ,and corporate involvement in this sponsorship as independent variables ,and consumers’ attitude towards corporations and performing arts group after this sponsorship as dependent variables .Besides ,this study also investigate how performing arts involvement of consumers mediate the relationship between independent and dependent variables . The result suggest as follows : 1.Corporate image significantly affect consumers’ attitude towards corporations and performing arts group after this sponsorship .The level of corporate involvement in this sponsorship significantly affect consumers’ cognition towards performing arts group .But congruency between corporate and performing arts doesn’t affect the effects of arts sponsorship on consumers’ attitude . 2.Some variables have cross effects ,including (1)The cross effect of corporate image and congruency significantly affect consumers’ affection towards corporations ; (2)When corporate image is positive ,the cross effect of congruency and corporate involvement significantly affect consumers’ affection towards corporations . 3.In terms of demographics ,lower incomers will significantly show higher intention to buy tickets of performing arts ,and fewer observers of performing arts activities will significantly show higher intention to buy corporate products and higher cognition towards corporations . 4.The mediator—consumers’ involvement in performing arts doesn’t significantly affect the relationship between independent and dependent variables .