91年全國中等學校運動會現場觀眾對贊助商認知效果之研究

The Study of Spectators’ Identification of the sponsors in Taiwan High School Games of 2002

楊聖智(Yang Cheng-Jyh)

指導教授 ： 程紹同

國立臺灣師範大學/運動與休閒學院/體育學系在職進修碩士班/碩士(2001年)

摘要

無資料

關鍵字

企業贊助 ； 現場觀眾認知效果 ； 贊助商

並列摘要

The purpose of the study was to assess the spectators’ identification of the sponsors in Taiwan High School Games of 2002. Subjects, 1230 volunteer spectators, were asked to respond to a self-made questionnaire, The data was analyzed by descriptive Statistics, t-test , ANOVA and Pearson Correlation. The study found：
1.Among the sponsors, Far East Department Store was ecognized by the Spectators the most, while Cheng Loong corp the least.
2.There was no correlation between spectators’ sex and marriage status with their identification of the sponsors.
3.The spectators’ age correlated with their impression of a corporate image, their willingness to buy a product and their liking for a brand.
4.The spectators’ occupation, educational background and monthly income had a positive correlation with their identification of the sponsors.
5.Spectators’ experiences of different activities correlated with their impression of a corporate image , their willingness to buy a product and their liking for a brand.
Key words：sponsorship of corporations，the spectators’ identification of the sponsors，sponsors.

參考文獻

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