運動贊助效益評估—中華三菱汽車贊助兄弟象棒球隊的個案探討

Evaluation of Corporate Sports Sponsor Effects - Case Study of Mitsubishi Motors Sponsored Brother Elephants Baseball

徐嘉良(Chia-liang Hsu)

指導教授 ： 朱文增

國立臺灣師範大學/運動與休閒學院/運動與休閒管理研究所/碩士(2004年)

摘要

運動贊助的市場在台灣的職業棒球運動中，正在逐漸的成長，消費者對於運動贊助的看法是如何、如何衡量贊助效益，是一個重要的研究課題。本研究採問卷調查法，以兄弟象隊官方網站討論區使用者為研究對象，參考Azjen (1991)之計畫行動論中知覺行為控制的研究架構，來探討運動贊助對消費者購買意圖的影響。並參酌Speed and Thompson (2000)的研究來探討消費者對運動贊助的態度，以中華三菱汽車贊助兄弟象棒球隊的個案為例作探討。
研究結果發現：
1.不同教育程度與支持球隊的受試者對運動贊助態度有顯著差異。
2.年齡、平均月收入/零用錢對購買汽車知覺行為控制有顯著差異。
3.不同運動贊助態度與購買意願之間有顯著差異。
4.不同知覺行為控制與購買意願之間有顯著差異。
根據研究結果提供以下建議：
1.中華三菱汽車在贊助時，可以透過更為活潑的行銷策略，透過與兄弟象隊贊助的結合，除了靜態的廣告贊助之外，能夠結合棒球的健康、活力的形象，在球場內外有更為活化的行銷策略。
2.運動贊助認知與購買意願相關性最高的是贊助商因素，也就是贊助商本身的形象因素。因此建議贊助廠商要提升品牌的形象，再透過運動贊助的行銷手法，才能有效提升贊助效益。

關鍵字

運動贊助 ； 贊助效益 ； 計畫行動論 ； 兄弟象棒球隊

並列摘要

The corporate sponsorship has been increasing popular in Taiwanese professional baseball. How to evaluate the effects of sponsorship became more and more important. The purpose of this study was to understand the sponsorship effects. This study refered to Azjen (1991) perceived behavioral control framework, and Speed and Thompson (2000) attitude toward sports sponsorship research to understand sponsorship effects. The case study of Mitsubishi Motors sponsored Brother Elephants Baseball team, to evaluate the sports sponsorship effects.
The results were followed:
1. There were significant differences in satisfaction in different educational degrees and support teams toward sport sponsorship attitude.
2. There were significant differences in satisfaction in different ages and incomes in perceived behavioral control.
3. There were significant differences in satisfaction between sports sponsorship attitude and purchase intention.
4. There were significant differences in satisfaction between perceived behavioral control and purchase intention.
The following suggestions were proposed based on the research results:
1. The Mitsubishi Motors company can use more activation sponsorship strategies to sponsor Brother Elephants club.
2. The main factor affected consumer purchase intention was the sponsored company. This research suggested that the sponsored company should increasing brand and then marketing through sports sponsorship.

並列關鍵字

sports sponsorship ； sponsorship effects ； theory of planned behavior ； brother elephants baseball