本研究目的在探討兄弟象隊球迷知覺之運動贊助與關係行銷整合模式。兄弟象迷為本研究對象,採立意抽樣之問卷調查方式,以「運動贊助」、「關係利益」、「關係品質」及「關係結果」等量表進行施測,獲得有效問卷413份,透過驗證性因素分析與路徑分析進行統計分析。本研究結果發現,贊助商藉由運動贊助,確實可建立與球迷間的「信心利益」、「社會利益」及「特殊待遇利益」。此外,研究結果支持本研究假設之模式,顯示運動贊助對關係行銷整合模式各變項皆有顯著之影響效果。本研究結論提供運動贊助商如何透過適當贊助策略,提升與球迷間的信任和承諾,最後達到贊助目的,以增加球迷的口碑與忠誠度之參考。因此,本研究建議,未來企業如要藉由運動贊助來獲得消費者的認同,則需加強與球迷間的關係利益,維持彼此的關係品質,以提升企業的口碑及球迷的忠誠度。
The purpose of this study was to evaluate the ”sports sponsorship and relationship marketing combination model” for the fans of Brother Elephants team. The questionnaire, which included ”sports sponsorship,” ”relationship benefits,” ”relationship quality,” and ”relationship outcomes,” was administered by purposive sampling and 413 completed questionnaires were received from Brother Elephants fans. Confirmatory factor analysis and path analysis were used to calculate the data. The results showed that sports sponsorship can establish the ”confidence benefit,” ”social benefit,” and ”special treatment benefit” between sponsors and fans. In addition, the results supported the hypothetical model, and indicated that all paths were significant in the sports sponsorship and relationship marketing combination model. Our study conclusions provided appropriate sponsor strategies to sponsors to promote the fans' trust and commitment. Consequently, sponsors can reach their objectives, which increases fans' word of mouth and loyalty. The current study revealed that if enterprises can improve the relationship benefits and maintain the relationship quality with fans, it will promote fans' word of mouth and loyalty.