企業贊助運動賽會之個案研究：以2003年第九屆東方錶盃大專網球賽為例

A Case Study of Corporation Sports Sponsorship in the 9th Oriental Cup Collegiate Tennis Tournament, 2003, Taiwan

吳章明(Jang-Ming Wu) ； 邱祖賢(Tzu-Shyan Chiou) ； 黃榮松(Johnson Hwang)

《大專體育學刊》 7卷3期 (2005/09) Pp. 91-100

https://doi.org/10.5297/ser.200509_7(3).0007

摘要

本研究旨在瞭解網球比賽觀眾對企業贊助的效益評估，以305位參加2003年第九屆東方錶盃大專網球排名賽之現場觀眾為研究對象，認知情形以自編之「東方錶盃大專網球排名賽之問卷」為研究工具，進行問卷調查。所得資料以描述統計、t考驗、單因子變異數分析等統計方法進行分析，獲得結果如下：一、約有86%的現場觀眾可以正確辨識立達企業為最主要贊助商。二、對立達企業形象認知在四組年齡層中以31歲以上者最佳，26-30歲者次之，認知情形隨年齡增加認知程度愈佳。三、現場觀眾教育程度在「贊助意圖察覺」構面上明顯不同，且隨教育程度愈高者愈能體認。四、性別不會影響「贊助意圖察覺」及「企業形象認知」與「產品購買意圖」構面的認知。因此，立達企業公司贊助東方錶盃大專網球排名賽在其企業形象方面的確有明顯作用，此種作用值得其他企業的效法。

關鍵字

運動贊助 ； 立達企業 ； 東方錶盃 ； 網球

並列摘要

This study investigated the benefits recognition for the spectators of the 9th Oriental Cup Collegiate Tennis Ranking Tournament (OCT) 2003, sponsored by Li Ta Trading Corp. Ltd. (LTTC). Three hundreds and five spectators of the 9th OCT participated in a newly developed OCT questionnaire investigation. Based on the data analysis by descriptive statistics, t-test, and one-way ANOVA were conducted. The findings are as follows. First, 86% of the spectators correctly recognized that Li Ta Trading Corp. Ltd was the primary sponsor of the event. Second, among four different age levels, those aged above 31 could best recognize the corporate image in the recognition of various benefits, then followed by the 26-30 age group. That indicated that the greater the ages of the spectators, the better the recognition of various benefits. Third, as far as the recognition of various benefits was concerned, the spectators of different education levels showed significant differences in learning the intentions of corporate sponsorship. That indicated that the higher the education level, the better the recognition of various benefits. Fourth, for the spectators of different genders showed no obvious differences in learning the attempt of corporate sponsorship, reorganization of the corporate image, and the attempt of product procurement. Fifth, therefore, the sponsorship of Li Ta Trading Corp. Ltd. in the 9th Oriental Cup Collegiate Tennis Ranking Tournament 2003 evidently showed positive effects on the corporate image. These effects worth the attention of other corporations.

並列關鍵字

sport sponsorship ； Li Ta Trading Corp. Ltd. ； Oriental Cup ； collegiate tennis tournament

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