二○○三年中華職業棒球聯盟比賽球場廣告之再確認率研究

The Recognition Rate Study on Stadium Advertising at the 2003 Chinese Professional Baseball League Regular Season Games

伍文海(Wu, Elway W. H.)

指導教授 ： 程紹同

國立臺灣師範大學/運動與休閒學院/運動與休閒管理研究所/碩士(2002年)

摘要

本研究以中華職業棒球聯盟比賽現場的球場廣告為對象，探討影響現場觀眾對廣告再確認率的因素，期能對聯盟、各球團以及廣告主在行銷實務上有所幫助。
為避免受試者直接觀看廣告看板填寫問卷，造成研究上的偏差，研究者在球賽結束後於球場出口處對離場觀眾進行便利取樣，由於場內觀眾均曾曝露在球場廣告之前，因此在出口處進行抽樣可抽取到合格樣本。
研究結果發現，球場廣告的版面數及消費者對球場廣告的涉入程度和態度，版面所載字數，以及現場有無販賣廣告商品等，對再確認率有顯著影響，版面設計中有無包含人物等對再確認率亦有顯著影響。版面設計中是否包含圖案、文案使用語言、掛設位置、使用顏色數等無顯著影響。
本研究建議最佳的球場廣告組合為無人物、文案在四字以下，並應在現場販賣廣告商品，方可獲得較佳的廣告效果。

關鍵字

職業棒球 ； 球場廣告 ； 再確認率

並列摘要

The purpose of this study was to understand the effectiveness of stadium advertising on sport spectators at Chinese Professional Baseball League (CPBL) regular season games. It was hoped that the results can help CPBL, franchises and sponsors in sport marketing.
Subjects were selected randomly at exit gates immediately after each game, therefore any spectator attending the particular contest under investigation was valid to be surveyed.
The results were found that spaces of stadium advertising, consumers’ involvement and attitude toward stadium advertisement had the impacts on recognition rate. The advertising boards’ layout with people, and number of words also has significant influence on recognition rate. The layouts with pictures, copy language, color of advertising, and locations have no significant influence on recognition rate. The influence of selling advertised products on-site was significant.
It was suggested that sponsors should design stadium advertising, the best format is with no people and the content less than 4 words. For receiving higher recognition rate, sponsors should set concessions in stadium.

並列關鍵字

Professional baseball ； stadium advertising ； recognition rate