Publication:

企業贊助體育運動賽會之動機與效益研究

中文摘要

本研究主旨在探討統一企業贊助2003年寶健盃東吳國際超級馬拉松賽之動機與效益，研究對象為現場觀眾400名為抽樣母群體，採問卷調查法，調查現場觀眾對贊助企業之認知效益，並以主要贊助者統一企業為訪談對象。調查期間共發出350份問卷，有效問卷338份，有效問卷率為96.6%。回收資料採用SPSS for Windows 10.0套裝軟體，依研究目的分別採用描述統計、獨立樣本t檢定、因素分析、信度分析、單因子變異數分析、薛費法事後比較等統計方法進行資料處理，結果發現：

一、贊助者動機之具體內容為提高企業知名度、提升產品形象、創造企業利潤與收益、增加銷售額。

二、贊助者預期效益之具體事項為提升活動品質和創造新聞話題之雙贏策略、強化企業與產品形象、提高企業知名度、提升產品或品牌知名度。

三、贊助者對象場觀眾之認知效益具高度提升企業辨識效果，具體內容為現場觀眾對贊助企業有86.98%的正確辨識率。現場觀眾不同人口統計變項在各認知效益構面的差異性比較上，不同身分、性別、教育程度、消息來源等四項均無顯著差異；不同年齡、婚姻狀況、職業、月收入、產品使用經驗、活動參與經驗等六項均有顯著差異。

Abstract

The purpose of this study was to research the motivation and benefits that Uni-president Corporation sponsored in 2003 Soochow University International Ultra-marathon. This study was to use questionnaire to targeting on audiences’ awareness toward Uni-president Corporation. 400 audiences were selected as the sampling population, and the major sponsor Uni-president Corporation was selected as the interviewee. The total numbers of questionnaires were given to 350 people to answer and the valid ones were 338, which is 96.6 % in accurate ratio. All the data of valid samples were analyzed by descriptive statistics, independent t test, factor analysis, reliability analysis, one-way ANOVA and Scheffe’s Post-Hoc. The findings were as following:

1. The sponsor’s motivation includes increasing corporate reputation, product images, creating gains, profits and sales volumes.

2. The sponsor’s anticipated benefits includes increasing both qualities for life and creating topics—the win-win strategy, enhancing corporate and product images, increasing corporate reputation, product or brand awareness.

3. The sponsor highly increases the recognition of the audiences toward corporate recognition, includes the audiences’ accurate recognition ratio is 96.6%. There is no distinct difference to prove that identities, genders, education backgrounds and resources have significant effort on different benefit recognition. And there is a significant difference among audiences from different ages, marriage status, occupations, monthly incomes, product usage experiences, and participating experiences.