Publication:

觀眾態度對企業贊助賽會效益之研究-以2006年洲際盃棒球錦標賽為例

本研究目的為瞭解2006年洲際盃棒球錦標賽現場觀眾對棒球運動的態度、贊助企業的態度、辨識企業之能力等因素，藉以分析運動贊助效益，並探討2006年11月9日至19日第16屆洲際盃棒球錦標賽於台灣體院棒球場、台中洲際棒球場之現場觀眾進行便利抽樣，共發出458份問卷，剔除無效問卷48份，得有效問卷410份，並以描述性統計、複選題分析法、獨立樣本t檢定、變異數分析及Duncan事後比較法進行統計分析。經分析與討論後得到以下結論：

一、洲際盃現場觀眾以男性、年齡介於21~28歲、具大學或專科學歷、月收入在15,000元（含）以下為主。

二、台灣大哥大為被成功辨識度最高的企業。

三、現場觀眾中男性對棒球運動較支持；年紀較小者較不認為企業贊助是一種公益行為；教育程度對本研究之各項態度無顯著影響；月收入較高者認為企業贊助是一種商業與公益行為；預計透過電視收看較多場數者對棒球運動的態度也較支持。

四、觀眾對棒球運動的態度、對贊助企業的商業態度及對贊助企業的公益態度愈支持時，知名度效益、形象效益與促購度效益也都愈佳。

五、台灣大哥大、賀寶芙與美津濃為被辨識百分比前三名；ESPN、養樂多及大金空調為每面看板平均辨識人數前三名。

In order to analyze sponsorship effectiveness and impact, spectators’ attitudes toward baseball, sponsors, and the ability to recognize the sponsors in the 2006 Baseball Intercontinental Cup were examined. Questionnaires were delivered on-site in the two ballparks where the tournament was taken place in Taichung, Taiwan during November 9-19, 2006. Convenient sampling was used to collect surveys. 458 surveys were collected and 410 of them were valid. After data collection, descriptive statistics, multiple responses, independent-sample T test, the analysis of variance, and Duncan post hoc comparison were utilized to analyze. The findings were in the followings:

1.The major attendees were male, 21-28 years old, had college degree, and had an average monthly income of NTD 15,000 and below.

2.Taiwan Mobile had the highest recognition rate.

3.Among spectators, males supported baseball more. Young audience didn’t consider sponsorship was a type of philanthropic activity. Education level didn’t influence any attitudes toward sponsorship. Subjects with higher income level considered that corporate sponsorship was a commercial and philanthropic activity. Subjects who planned to watch more games on TV showed a stronger support to baseball.

4.When the spectators showed higher supports to baseball, sponsor’s business activities, and sponsor’s philanthropic behaviors, sponsorship effectiveness on changing in awareness, image enhancement, and impact on intent-to-purchase were elevated.

5.Among the sponsors in the tournament, Taiwan Mobile, Herbalife, and MIZUNO had the highest recognition rate overall. In addition, ESPN, Yault, and DAIKIN had the highest recognition rate per signage.