企業品牌贊助小型賽會之贊助效益量表編製

The Development of the Sponsorship Effectiveness Scale of Corporate Brand Sponsorship in Small-scale Sport Events

姚凱薰(Kai-Hsun Yao)

指導教授 ： 楊欽城 ； 林志偉

朝陽科技大學/管理學院/休閒事業管理系/碩士(2013年)

摘要

本研究旨在編製企業品牌贊助小型賽會之贊助效益量表，以2012年朝陽盃賽會參與者為對象，使用競爭模式分析選擇量表最佳模式，並以驗證性因素分析檢驗企業品牌贊助小型賽會之贊助效益量表之項目信度、組合信度、收斂效度及區別效度，以立意抽樣方式發放350份問卷，有效回收329份，有效回收率為94%。並以2013年甜在興盃賽會參與者作為量表交叉效度之問卷對象，發放500份問卷，有效回收458份。所得資料經統計分析後結果為：1.小型賽會之贊助效益因素可分賽會認同、企業形象知名度、企業認同與購買意願等四個構面，而結構以多因素斜交模式配適度為最佳。2.各題項具良好之項目信度，各構面具良好之組合信度、收斂效度及區別效度。3.以甜在興盃賽會參與者作為問卷對象，結果具良好之交叉效度，顯示量表具有穩定性及恆等性。本研究發現，賽會參與者對企業贊助小型賽會之贊助效益均呈現中高程度之感受，並以賽會認同感最高，企業形象知名度次之，此亦說明了小型賽會之贊助效益是可以被測量的。建議賽會主辦單位可積極尋找贊助廠商以增加賽會認同感，贊助企業亦可針對小型賽會進行贊助增加企業形象知名度、企業認同與購買意願；未來研究建議可針對不同類型的運動賽事進行研究，以擴充本量表之適用性。

關鍵字

購買意願 ； 企業認同 ； 企業形象知名度 ； 賽會認同

並列摘要

The purpose of the study aimed to prepare the sponsoring efficiency scale of the enterprise sponsored small-scale sport events. The study took the 2012 Chaoyan Cup participants as samples, and applied the competition model analysis to choose the best model for the scale. The confirmatory factor analysis was used to analyze the individual item reliability, composite reliability, convergent validity and discriminant validity of the sponsoring efficiency scale of the enterprise sponsored small-scale sport events. Following the purposive sampling method, 350 questionnaires were distributed and 329 were recovered to give 94% effective recovery rate. In addition, the participants of the 2013 Tien-Tsai-Hsin Cup were chosen as the cross-validity samples and 500 questionnaires were distributed with 458 effectively recovered. The results after the statistical analysis showed: 1. The factors of the small-scale sport events sponsoring efficiency could be divided into four dimensions: tournament identification, enterprise image recognition, enterprise identity and purchasing willingness. The correlated factors model showed the best goodness of fit. 2. The questions of the scale showed good individual item reliability, and each dimension showed good composite reliability, convergent validity and discriminant validity. 3. The sampling on the participants of the Tien-Tsai-Hsin Cup showed good cross validity, indicating the scale was stable and invariant. This study found that the tournament participants showed a medium to high level of experience to the enterprise sponsored small-scale sponsoring efficiency, and that to the tournament identification was the strongest, followed by the enterprise image recognition. This result showed the sponsoring efficiency of the small-scale sport events could be measured. It was suggested that the sport events organizer could actively seek for sponsors to enhance the tournament identification and the enterprise could fund the small-scale sport events to increase the enterprise image recognition, the enterprise identity and the purchasing willingness. For future researches, the study on various types of sport tournaments could be done to expand the applicability of this scale.

並列關鍵字

purchasing willingness ； enterprise identity ； enterprise image recognition ； tournament identification

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