企業運動賽會贊助效益之研究

The Study of Corporate Sponsorship Effect in Sport Events

黃伊菁(I-Ching Huang)

指導教授 ： 李元恕

亞洲大學/管理學院/國際企業學系碩士班/碩士(2006年)

摘要

目前的行銷走向國際化，當跨國企業公司要與他們的目標市場族群溝通時，需要考慮到不同的文化及語言上的困難。但因為就運動而言，運動的熱情是不分國籍的。所以運動贊助可說是提供了一個解決語言與文化差異的方法。這樣的現象解釋了為什麼奧運、世界盃以及一些主要的國際賽會，會受到各行各業的企業來爭相贊助。國內方面，運動贊助雖已漸成為企業行銷的主要工具，但有關運動贊助的研究機構卻少之又少。而對於探討企業贊助方面的論文亦很少探討到觀眾或是消費者內心的感受，因此本論文之研究目的是希望能透過企業的運動贊助行為探討消費者內心對贊助企業的認知信任與情感信任與其所造成的贊助效益。
本研究以有效的學生問卷為樣本，並以AMOS進行實證分析，研究結果發現，消費者對企業的態度與消費者心中企業與運動比賽之間的配適程度，對消費者內心的認知信任與情感信任皆有顯著影響。此外認知信任對品牌態度與購買意願有顯著的正向影響，而情感信任只對品牌態度有正向影響。

關鍵字

認知信任 ； 情感信任 ； 運動贊助

並列摘要

The present tendency to market is more on internationalization, when transnational corporation wish to communicate with the market, they need to consider on the difficulty of different culture and language. However, for sports, the enthusiasm will not reduce even in different nations. Sports sponsorship provides a solution to deal with the different culture and language. This phenomenon clearly explains why Olympic, World Cup and some main international competitions always gain a lot of sponsors from different field. In our country, although sport sponsorship has become a main tool of enterprise marketing, the relative associations for researching sport sponsorship are very lack of. The motivation of the thesis statement about the study is through business sponsors and strategic styles of business sponsors to discuss the customers’ cognitive and affective trust to the sponsor enterprises. By the way, the thesis statement also tries to calculate the effect of the sports sponsors.
By means of convenience sampling methods, effective questionnaires were collected. Analyze with AMOS, the result shown that the attitudes toward the sponsor of consumers and sponsor-event fit of consumers hold toward the cognitive trust and the affective trust will all be affected. Moreover, the findings also indicated that cognitive trust had significantly positive effects on attitudes toward the Brand and Preferences Intentions, and affective trust has only significantly positive effects on attitudes toward the brand.

並列關鍵字

Cognitive trust ； Affective trust ； Sports sponsorship

參考文獻

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