網路行銷中企業運動贊助之感性因素研究

近年來，有關網路行銷的研究相當多，但探討心理因素的文獻相較下仍很欠缺，現今網路行銷已非單純指其自身內容與理性層次，也取決於感性因素。因此本研究以感性工學為基礎，結合質化與量化方法，探索運動贊助網路行銷之關鍵感性因素。首先透過文獻探討、語彙收集及KJ法建立感性的評價模型，再經由因素分析、灰關聯分析等統計方法得出六項關鍵感性因素，並發現關鍵感性因素與運動贊助效益之間有正向且複雜的關係，而高效益與低效益之感性因素有顯著不同，最後感性因素分別排序為：1.熱情揮汗、2.健康鼓勵、3.親和真誠、4.輕鬆年輕、5.榮耀執著、6.感動公益，其研究結果可作為未來的參考依據或建議。

關鍵字

感性工學；灰關聯分析；網路行銷；運動贊助

並列摘要

There were a considerable number of studies related to Internet Marketing in recent years; however, literatures associated with psychology factors in the field of Internet Marketing, compared were still very defective. Today's Internet Marketing has been not only referential means by its own content and intellectual level but also depends on kansei factors. Therefore, this study takes the perceptual technology theory construction as the foundation, combining Qualitative and Quantitative, to do the empirical study by means of the multivariable analysis to enterprises of supporting Internet Marketing, and establish a kansei evaluation model to understand the consumer expense intentions of the internet marketing activities. By ways of widespread vocabulary collection, KJ Law Conference, Factor Analysis, Grey Relational Analysis Method, this study have found a total of six success kansei factors which are ranked as: 1. warm sweat, 2. Health encourage, 3. pro and sincere, 4. Easily the young, 5. The glory of attachment, 6. Touched public.