驗證影響觀眾知覺贊助效益因素模型

高立學; 吳勤瑩; 陳朝鍵; 林純玉

doi:10.29429/JSLHR.201012_5(4).05

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P61 - 79

Humanities > Geography & Area Studies
Social Sciences > Physical Education

DOI： 10.29429/JSLHR

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驗證影響觀眾知覺贊助效益因素模型

Test a Model of Factors Influencing the Perceived Sponsorship Effectiveness by the Audience

高立學(Li-Shiue Gau) ；吳勤瑩(Chin-Ying Wu) ；陳朝鍵(Chao-Chien Chen) ；林純玉(Chun-Yu Lin)

運動休閒餐旅研究； 5卷4期 (2010 / 12 / 01) ， P61 - 79

繁體中文 DOI： 10.29429/JSLHR.201012_5(4).05

贊助；贊助商；態度；運動賽事；效益； sponsorship ； sponsor ； attitude ； sport event ； effectiveness

Abstract │ Reference (66) │ Times Cited (3) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

The purpose of this study is to investigate the impacts of spectators' identification of sponsors and attitudes toward sport events and sponsorship on the effectiveness of sponsorship. It was hypothesized that when the sponsors were more easily identified, the effectiveness of the sponsorship would be higher. The second hypothesis was that those audiences who had more positive attitudes towards sponsorship perceived higher effectiveness of sponsorship. The third hypothesis was that those audiences who had more positive attitudes towards the sport event perceived higher effectiveness of sponsorship. A survey questionnaire was utilized, which included measures of identification of sponsors, measures of attitudes toward sponsorship and sport events, and measures of effectiveness of sponsorship. Convenience samples of 315 and 400 were recruited in 2009 National Athletic Games and 2009 OEC Taipei Ladies Open. The valid questionnaires were 289 and 320. Confirmatory factor analyses showed that the model fit (NFI=0.93, IFI=0.95, CFI=0.95, RMSEA=0.059), construct reliabilities and convergent validities of the scales were good (Construct reliability: 0.89-0.93, Convergent validity: 0.64-0.77). equation model analyses showed that three path coefficients were significant and the three hypotheses were supported. The path coefficient between the attitude towards the event and the effectiveness of sponsorship, 0.37, and the coefficient between the attitude towards the sponsors and the sponsorship effectiveness, 0.35, were higher than that between the identification of the sponsors and the sponsorship effectiveness, 0.21. The proportion of variance in the sponsorship effectiveness explained by the identification of the sponsors and by the attitudes towards the event and the sponsors was 51%.

Reference ( 66 ) 〈TOP〉

余宗龍、陳忠誠、詹彩琴、周建智(2005)。運動用品廠商贊助體育活動對運動消費者影響之研究─以2004 Adidas鬥牛王朝高中校園三對三籃球賽為例。大專體育學刊，7(2)，47-58。
連結：
巫喜瑞、梁榮達(2006)。職業棒球觀眾運動涉入、球隊評價及贊助效益之研究。觀光研究學報，12(4)，345-369。
連結：
郭姿吟、邵于玲(2006)。2006安麗世界女子花式撞球錦標賽之贊助效益。台灣體育運動管理學報，5，314-330。
連結：
Heider, F. (1946). Attitudes and cognitive organization. Journal of Psychology, 21, 107-112.
Bentler, P. M.,Bonett, D. G.(1980).Significance tests and goodness-of-fit in the analysis of covariance structures.Psychological Bulletin,88(3),588-606.

Times Cited ( 3 ) 〈TOP〉

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