2007年世界盃棒球賽現場觀眾贊助廠商辨識能力之研究

A Study on the Extent of Spectator Identification toward Corporate Sponsorship in 2007 World Cup Baseball Game

王慶堂(Ching-Tang Wang) ； 蕭世中(Shih-Chung Hsiao)

《運動休閒產業管理學術研討會論文集》 2期 (2008/04) Pp. 383-391

https://doi.org/10.29463/2008chanye.200804.0383

摘要

本研究從現觀眾角度探討2007年世界盃棒球賽的贊助效益，其目的在瞭解現場觀眾的人口背景統計資料與現場觀眾對贊助廠商的辨識能力為何。以世界盃比賽期間（2007年11月6日到11月18日）的現場觀眾為研究對象，使用自編之「2007年界盃棒球賽現場觀眾贊助廠商辨識問卷」以便利抽樣方式對現場觀眾進行施測，施測地點包含天母棒球場、新莊棒球場、台中棒球場及台中洲際棒球場四地，總計發出822份問卷，得有效問卷722份，有效問卷率為87.83％。回收問卷以SPSS 10.0 for Windows統計軟體進行描述性統計與複選題分析，得到以下結果：
（一）觀看本次2007年世界盃棒球賽的現場觀眾以月薪在15,000元（含）以下，21~28歲之間，具有大專學歷以上的男性居多。
（二）台灣大哥大為本次賽會辨識率最高的廠商。
（三）本研究看板辨識率，從辨識人口與辨識率來看，前五名為：台灣大哥大(72.3%)、賀寶芙(63.0%)、好樂迪(60.9%)、台灣啤酒|(60.7%)、吉列(59.7%)。
（四）台灣大哥大透過現場設攤及設立警示標語提高觀眾辨識率；台灣啤酒、REDBULL、吉列同樣也藉由在現場設攤販售產品，增加其辨識效果。好樂迪、三商行、吉列在現場發放加油道具也有助於提高辨識效果。
（五）贊助廠商倘若要增加贊助效益，可運用多元的手法來達成目的。除了購買看板增加曝光效果之外，發放紀念品或在現場提供觀眾試用產品的機會都有助於完成廠商贊助的目的。
（六）倘若廠商投入贊助活動要得到良好的效果，本研究建議應要長期投入或在短期間內提高曝光效果，才有助於廠商達成目標。

關鍵字

世界盃棒球賽 ； 辨識能力 ； 運動贊助

並列摘要

The study discussed the sponsorship benefit of 2007 World Cup Baseball Game in terms of consumer perspective. The purpose for this study was to explore the demographical distribution of spectators, extent to which spectators identify the corporate sponsorship, and the advertising effect of sponsorship. Spectators participating in the 2007 World Cup Baseball Game were distributed with questionnaires by randomly sampling during the game period from Nov. 6(superscript th) to 18(superscript th), 2007. 822 questionnaires were allotted and 722 were valid responses corresponding with an 87.83% of return rate. The gather data were analyzed by SPSS 10.0 with multiple question analysis and descriptive statistics. The result of this study indicated that:
1. Most of 2007 World Cup Baseball Game spectators were male (N=457, 63.3%), age between 21-28 with university background and with monthly income less than 15,000.
2. Taiwan Mobile was the most identified corporate sponsoring the event.
3. In the ranking of corporate identifying effectiveness based on spectator number and percentage, the first six corporate were: Taiwan Mobile (N=522, 72.3%), Herbalife (N=455, 63.0%), Holiday KTV (N=440, 60.9%), Taiwan Beer (N=438, 60.7%), Gillette (N=431, 59.7%), the rest of corporate did not reach 50%.
4. Via the on-site booth service, giving away souvenir and providing caution signs, Taiwan Mobile, Herbalife, Gillette, Taiwan Beer, Holiday KTV and Red Bull successfully increase the effectiveness of brand identification.
5. If corporate desire to achieve higher effectiveness, this study suggests corporate to have a long term sponsorship plan at least lasting for three years or increase exposure in a short time.

並列關鍵字

World Cup Baseball Game ； Identification ； Sport sponsorship