伏擊行銷對贊助效益影響之研究

程家冠 ； 李龍淵

《高師大體育》 10期 (2012/11) Pp. 2-15

https://doi.org/10.6305/PENKNU.2012.10.1

摘要

本研究主要是探討2012年高雄市海碩國際男子網球挑戰賽期間，現場觀眾對於非官方贊助商之伏擊效果是否會影響官方贊助商之贊助效果。研究採問卷調查方式，研究對象以現場觀眾為主，問卷發放時間為2012年4月25日至29日，共發放304份問卷，經剔除空白、填答不實者91份後，共得有效問卷213份，問卷回收率為71%。回收資料透過SPSS 14.0 for Windows中文版及AMOS 7.0統計軟體分析。研究結果對於官方贊助商與非官方贊助商之間伏擊行銷確實削弱了官方贊助賽事的效益，結論對於預防伏擊行銷的影響提供贊助具有意義的參考。

關鍵字

伏擊行銷 ； 贊助效益

並列摘要

The purpose of this study was to examine how spectator's effectiveness of ambush marketing influence sponsorship outcomes during the event of 2012 OEC Kaohsiung Men's ATP Challenger Tour. Data was collected via survey questionnaires from all spectators participating in the event during April 25 to April 29, 2012. A total of 304 questionnaires were distributed; 213 questionnaires were considered useful for data analysis after sorting out invalid responses. Data was analyzed by utilizing SPSS 14.0 and AMOS 7.0 statistical software. The results of study indicated that the effectiveness of ambush marketing from non-official sponsor weaken the outcomes of the official sponsorship. Discussions and suggestion for future direction would be also provided.

並列關鍵字

ambush ； spectators ； official sponsor