贊助商辨識率及對贊助和賽會的態度與贊助效益之關係－以全運會與海碩盃兩場賽事為例

The Relationships among Identification of Sponsors and Attitudes toward Sponsorship and Sporting Events, and the Effectiveness of Corporate Sponsorship: 2009 National Athletic Games and 2009 OEC Taipei Ladies Open

吳勤瑩(Chin-Ying Wu)

指導教授 ： 高立學 ； 陳朝鍵

亞洲大學/管理學院/休閒與遊憩管理學系碩士在職專班/碩士(2010年)

摘要

本研究主要目的在探討觀眾對贊助商的辨識和對賽事及贊助的態度與贊助效益之間的影響，採用便利抽樣問卷調查，在全運會現場發放315份、海碩盃400份，回收有效問卷289和320份。問卷內容主要包括「對贊助商辨識力」、「對賽會態度」、「對贊助態度」、「贊助效益」四個量表。本研究經統計分析獲得具體結果為:
一、敘述性分析結果顯示海碩盃的贊助廠商辨識率比全運會的贊助廠商辨識率高出許多。
二、驗證性因素分析結果顯示，模型配適度(NFI=0.93, IFI=0.95, CFI=0.95, RMSEA=0.059)、量表信、效度可以接受(Construct reliability:0.89-0.93, Convergent validity: 0.64-0.77)。
三、結構方程模型分析結果顯示，三個假設皆獲得支持，以「對賽會的態度」的路徑係數最高(0.37)(「對贊助態度」0.35、「對贊助商辨識力」0.21)，總贊助效益被解釋的變異量為51%。
四、建議主辦單位應該提供更多元的權利交換以吸引企業的關注。
五、建議企業可以利用更多元、更特別的手法以提高企業在消費者心目中的印象。

關鍵字

贊助 ； 贊助商 ； 態度 ； 運動賽事 ； 效益

並列摘要

The purpose of this study is to investigate the impacts of spectators’ identification of sponsors and attitudes toward sport events and sponsorship on the effectiveness of sponsorship. BY convenience samples of 315 and 400 participants were recruited in 2009 National Athletic Games and 2009 OEC Taipei Ladies Open. The valid questionnaires were 289 and 320.The survey questionnaire included four scales: measures of identification of sponsors, measures of attitudes toward sponsorship and sport events, and measures of effectiveness of sponsorship. Results coming from the statistics were as follows:
1. The descriptive analysis shows the sponsors in 2009 OEC Taipei Ladies Open were much more recognized than those in 2009 National Athletic Games.
2. Confirmatory factor analyses showed that the model fit (NFI = 0.93, IFI = 0.95, CFI = 0.95, RMSEA = 0.059), construct reliabilities and convergent validities of the scales were acceptable (Construct reliability: 0.89-0.93, Convergent validity: 0.64-0.77).
3. Structural equation model analyses showed that three path coefficients were significant. The path coefficient between the attitude toward the event and the effectiveness of sponsorship was the highest, 0.37, compared to the path coefficient between the attitude toward the sponsors and the sponsorship effectiveness, 0.35, and the coefficient between the identification of the sponsors and the sponsorship effectiveness, 0,21. The variance explained of the sponsorship effectiveness was 51%.
4. In order to attract enterprise sponsors, the research suggests that the host organization may offer more benefits to exchange.
5. In order to enhance consumers’ impressions of the sponsors, the research suggests that enterprises can utilize richer and more unique ways to communicate with the audience.

並列關鍵字

sponsorship ； sponsor ； attitude ； sporting events ； effectiveness effectiveness effectiveness

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