企業運動贊助對消費者品牌認同與購買行為影響之研究－以愛迪達為例

The Effects of Corporate Sports Sponsorship on Consumer Brand Identity, Purchase Behavior for Adidas

洪明財(Ming-Tsai Hung) ； 吳雅芳(Ya-Fang Wu) ； 張慧君(Hui-Chun Chang) ； 李城忠(Cheng-Jong Lee)

《運動管理》 22期 (2013/10) Pp. 1-24

摘要

本研究主要的目的在於探究企業運動贊助和購買行為之間的關聯。並以消費者之品牌認同，進一步檢測其在運動贊助對購買行為之徑路關係。本研究以運動贊助為研究主體，針對298份有效樣本，並以結構方程模式（Structural Equation Modeling, SEM）來整合探討影響消費者購買行為的因素及運動贊助、品牌認同之間的關係。研究有下列幾點實證結果：1.企業運動贊助顯著正向影響消費者購買行為，2.企業運動贊助會正向影響品牌認同，.品牌認同會正向影響消費者購買行為。

關鍵字

運動贊助 ； 品牌認同 ； 購買行為

並列摘要

The progressive development of domestic sport industries in the recent years, main purpose of this research was to investigate the relationships between sports sponsorship and purchase behavior. The research then investigated consumer's brand identity as a mediating variable, and examined its path effect with sports sponsorship to purchase behavior. To achieve the study purpose, selecting sports sponsorship to be main research object with 298 valid samples. This study use Structural Equation Modeling (SEM) to test key factors that influence consumer's purchase behavior, sports sponsorship and brand identity. From the survey, some conclusions are summarized as follows: 1. The sports sponsorship of corporate had a positive effect on purchase behavior. 2. The sports sponsorship of corporate had a positive effect on brand identity. 3. The brand identity had a positive effect on purchase behavior.