渣打銀行馬拉松運動賽事冠名之贊助效益研究

A Study on Standard Chartered Bank Marathon Race Title Sponsor on Sponsorship Benefits

蘇伯千(Po-Chien Su) ； 何育敏(Yu-Min Ho) ； 褚曾文(Tseng-Wen Chuu) ； 楊聯琦(Lain-Chy Yang)

《運動健康休閒學報》 5期 (2014/06) Pp. 220-231

摘要

國內目前針對冠名權之贊助效益研究，有許多研究主要都是探討運動球隊冠名權，針對賽事冠名權較少著墨，因此研究針對賽事冠名贊助效益為主要研究主軸，並加入影響贊助效益的兩個變數，包括馬拉松運動涉入程度與賽事認同為研究變數，進一步探討消費者對於馬拉松運動的涉入程度與賽事認同如何影響贊助效益。更探討不同背景變項（性別、年齡、可支配所得與教育程度）之馬拉松運動參與者與馬拉松運動涉入程度及賽事認同之差異情形。一、瞭解不同背景變項之參與者在馬拉松運動涉入程度與賽事認同之差異情形；二、瞭解馬拉松運動涉入程度與賽事認同感對賽事冠名贊助效益（知名度效益、形象效益與購買意願）之差異情形。本研究受試對象參與馬拉松運動的民眾，共寄發問卷160份，回收有效問卷135份，有效量表回收率為84.37%。並以單因子多變量變異數分析及逐步多元回歸分析等統計方法進行驗證分析。變異數分析結果如下所述：一、女性馬拉松運動涉入程度高於男性；二、參與過越多馬拉松運動比賽之參與者對於馬拉松運動涉入程度與賽事認同感也越高；三、年齡介於26~35歲之馬拉松運動參與者對於渣打銀行所舉辦之公益馬拉松路跑賽具有相當程度的認同；四、運動習慣愈高者，其賽事認同感也較高；可支配所得介於20000~40000元的馬拉松運動參與者具備了較高的馬拉松運動涉入程度與賽事認同感。逐步多元迴歸分析：一、馬拉松運動涉入程度對賽事認同感具有正向預測能力；二、本研究迴歸分析證賽事認同感對企業知名度具有正向預測能力；三、本研究迴歸分析證賽事認同感對企業形象具有正向預測能力；四、本研究迴歸分析證實馬拉松運動涉入程度與賽事認同感對購買意願具有正向預測能力。

關鍵字

涉入程度 ； 認同感 ； 知名度效益 ； 形象效益 ； 購買意願

並列摘要

A Study on Title Sponsor on Sponsorship Benefits is lake in our country, and the lake study that discuss on team title sponsor on sponsorship benefits. So our study discuss on Marathon race, and joined effects sponsored benefits of two a variable. Including Marathon movement involved into degree and events identity for research variable, and discussion consumers for Marathon movement of Involvement and race identity how effects sponsored benefits. discussion the different background variables (gender, age, level of education and disposable income) Marathon participant and Marathon differences of involvement and race identity correction. 1. Understand the different backgrounds of the participants in the marathon differences of involvement and race identity. 2. understand the marathon sport involvement and race identity on race title sponsorship benefits (awareness and image benefits and purchase intention) correction. The research subjects participating in a marathon campaign of people were sent questionnaires 160, and recovered valid questionnaires 135. The effective scale of recovery for 84.37%. One-way Multivariate analysis of variance; Pearson product-moment correlation and Multiple Regression Analysis. One-way Multivariate analysis of variance results: 1. Female Marathon movement involvement above male. 2. Participation had more Marathon movement race of participants on Marathon movement involvement and race identity are more high. 3. The age between 26~35 age of Marathon movement participants on Standard Chartered Bank public Marathon race has high race identity. 4. Sport habits more high who also have higher race identity. 5. Disposable income is between 20000~40000 Marathon of the marathon participants has high involvement and race identity. Multiple Regression Analysis: 1. Marathon movement involvement on race identity are correction. 2. The race identity and awareness are correction. 3. The race identity and image benefits are correction. 4. Marathon movement involvement and race identity on purchase intention are correction.

並列關鍵字

Involvement ； Race identity ； Awareness ； Image benefits ； Purchase intention