賽車運動推廣之研究

賽車一直以來都是富具影響力的運動之一，不論是結合觀光的主題活動或是正規賽事都能夠透過行銷策略的規劃，達到龐大的效益。然而在台灣的報章雜誌上，也可以常看到許多台籍車手，憑著多年辛苦的努力之下，成功角逐國際舞台，但也由於資訊的突飛猛進，帶來許多負面觀感，導致不少青少年聚眾飆速玩命，造成社會問題及負擔。因此悉心關切台灣賽車運動，改善社會問題、減少負擔以及社會成本，並且有效提升民眾對於賽車運動的正面觀感與熱誠，便是台灣賽車運動產業所要持續努力追求的重要指標。本研究針對台灣賽車運動，探悉賽車產業的行銷策略，認同度與涉入程度之相互關係，本研究採用問卷調查法，參酌國內外學者之量表，進行預試發放，回收並測量信效度後，修改編制為本研究之問卷，共發放450份，有效問卷共計303份，有效回收率為67.3%。最後彙整研究發現後，提出本研究之結論，結果顯示行銷策略對認同度有正向影響，而認同度對涉入有正向影響，並且認同度對行銷策略與涉入存在中介效果影響。因此，本研究針對政府與賽車運動之舉辦單位給予幾點建議，如：給予適當空間、建立良好規範、營造多元環境以及內容豐富不求多等，希冀能給予台灣賽車運動相關業者做為參考之用。

關鍵字

行銷策略；認同度；涉入

並列摘要

Motor racing has always been one of the most influencing activities. Through the planning of marketing strategies, motor racing can gain a great amount of profits whatever in its connection with activities concerning tourism or official contests. In Taiwan’s newspapers and magazines, we can see many Taiwanese racers win a place on the world stage because of their efforts; however, the rapid transmission of information leads lots of teenagers to losing their lives due to their gathering to drive at an extremely high speed, and it also causes social problems and burdens. Therefore, Taiwan’s racing sports industry shall keep working on how to care about racing activities in Taiwan, improving social problems, reducing social burdens and social costs, and elevating Taiwan’s citizens’ positive attitude and enthusiasm on motor racing activities. This research focuses on the motor racing activities in Taiwan. It aims to explore the marketing strategies of the motor racing industry, and the relation between identification and involvement. This research employs questionnaire method. After collecting and measuring the validity of the consulted questionnaires. The result is revised into the questionnaire of the research. Four hundred and fifty questionnaires were distributed; three hundred and three questionnaires were counted as valid ones. The valid rate was 67.3%. The conclusion is drawn after collecting all of the questionnaires. The results reveal that marketing strategies exerts a positive effect on the identification; the identification rate has a positive effect on the involvement, and the identification functions as a medium affecting marketing strategies and the involvement. Therefore, the research is able to give some suggestions to the government and the hosts of motor racing activities such as giving decent space, setting up a good standard, creating diverse environments and colorful content, etc., in hope of being a reference to the businessmen engaging in Taiwan’s motor racing activities.

並列關鍵字

marketing strategies ； identification ； involvement

參考文獻

Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and Social Psychology, 51(6), 1173-1182.

一、中文部份