參與者對贊助商的產品知識、企業社會責任、承諾及購買意願之研究

A study of the Relationships among the Perception of Participants toward the Sponsor’s Product Knowledge, Corporate Social Responsibility, Commitment and Purchase Intention.

徐瑋翔(Wei-Hsiang Hsu)

指導教授 ： 陳人維

朝陽科技大學/管理學院/休閒事業管理系/碩士(2013年)

摘要

本研究旨在瞭解贊助商贊助運動活動所實踐的企業社會責任，對於參與者對贊助商的認同感受及運動贊助效益為何，並以參與者對贊助商的產品知識、企業社會責任、承諾及購買意願之相關性為主要探討主軸。以參與2012年NIKE盃路跑活動的參與者為研究對象，並以立意抽樣法進行問卷調查，共計發出問卷400份，有效樣本數為354份，所得資料以結構方程模式進行統計分析。所得結果顯示企業贊助運動活動是有正面的效益，而參與者對該贊助商的產品知識認知程度越高，其對贊助商所實踐的企業社會責任感受程度即越高，進而影響參與者對於贊助商的承諾及提升其購買意願。因此建議企業體未來可以藉由贊助舉辦對社會大眾有益處的活動來實踐企業社會責任，藉由活動營造良好企業形象，提昇社會大眾對企業體的認同感，進而為企業體及品牌帶來更大的經濟效益。

關鍵字

企業形象 ； 運動賽會 ； 運動贊助 ； 贊助效益

並列摘要

The main purposes of this research were to: 1. probe how the sponsoring companies fulfilled their social responsibility when they sponsored sporting activities, 2. how the sporting participators recognized these activities, and 3. what were the benefits of these sporting activities to the sponsoring companies?. The participants’ product knowledge of the sponsoring companies, social responsibility and promise, and the purchase intension were the main research issues.
The research subjects were the road run participators in NIKE CUP 2012. A questionnaire survey was made by the purposive sampling method. 400 questionnaires were distributed, and 354 completed questionnaires were returned. A statistical analysis of the data received was made under structural equation mode. The result showed that enterprise’s sponsoring of the sport had a positive benefit, and the higher the participant rated the sponsoring company’s products, the more the participant recognized the sponsoring company’s social responsibility. Thus, the participant was influenced by the sponsoring company’s promise, and his/her purchase intension was raised.
Therefore, the enterprises suggest that they may fulfill their social responsibilities by sponsoring social activities which are good for the public. By means of holding the above activities, the sponsoring companies can create a good company image and enhance their public’s recognition. These activities will bring more economic benefits to the companies and their brand names.

並列關鍵字

enterprise’s image ； sport sponsoring ； sponsoring benefits ； sport event

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