賽會贊助個案研究－以91年全國大專院校運動會為例

Sport Event Sponsorship: A Case Study of the 2002 Collegiate Athletic Games in Taiwan

蕭嘉惠(Chia-Huei Hsiao)

《大專體育學刊》 5卷1期 (2003/06) Pp. 75-83

https://doi.org/10.5297/ser.200306_5(1).0006

摘要

本研究旨在瞭解運動賽會之贊助效果，研究對象為參加91年全國大專院校運動會的現場觀眾共525名。並以「贊助效果評估問卷」為研究工具，進行問卷調查。根據實際調查所得資料，以描述統計、獨立樣本t考驗、以及單因子變異數分析等統計方法處理，經分析討論後結論如下：
一、受試者對91年全國大專院校運動會贊助商的回想(recall)確認率，由高到低前三名分別為，中華電信Emome：26.48%、悅氏礦泉水：14.48%、以及勝利體育事業股份有限公司：12%。
二、受試者對企業贊助運動賽會的三個贊助效果構面，均有相當高的認同度，尤其在「賽會認同」的構面上高達96.57%，顯示受試者對91年全國大專院校運動會主辦單位以及賽會各項競賽表現與服務工作都給予高度的肯定；此外，在「購買意圖」構面上的認同亦達59.81%，但仍有其進步空間；而在「企業形象知名度認同」構面中，受試者亦給贊助企業相當高的認同度，達78.48%。
三、男性受試者及非學生身分的受試者，在「購買意圖」構面上有較高的認同情形。

關鍵字

賽會贊助 ； 贊助效果 ； 回想 ； 確認 ； 全國大專院校運動會

並列摘要

The purpose of the study was to determine if people attending the 2002 Collegiate Athletic Games could accurately identify the official sponsors. Sponsorship recall methodology was used, and a survey specific to the 2002 Collegiate Athletic Games was developed. Respondents included 525 people who identified themselves as spectators. The research instrument ”Sponsorship Recall, Recognition and Identify Questionnaire” was administered. Descriptive statement t-test and one-way ANOVA analysis were utilized for data analysis. Within the scope of this study, the following conclusions were derived:(a) Respondents could not accurately identify the official sponsors. (b) The respondents reported a high score on three factors (Event Identification, Purchase Intention, Corporation Image & Awareness Identification) of sponsorship effects. (e) Male and Non-students reported a high score on ”Purchase Intention”.

並列關鍵字

sport sponsorship ； sponsorship effect ； recall ； recognition

參考文獻

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