Publication:

球隊認同感、贊助一致性對品牌態度與購買意願之影響-以台灣啤酒籃球隊為例

本研究以第七屆超級籃球聯賽現場觀賽觀眾為研究對象，以台灣啤酒籃球隊贊助廠商為例，來探討現場觀眾之球隊認同感、贊助商品牌與活動的一致性對於贊助商品牌態度及贊助商商品購買意願之影響與其關聯性。並分析不同背景變項的現場觀眾在各個變項中的差異情形以及比較對於球隊認同感、贊助一致性、品牌態度以及購買意願之差異。於台北縣新莊體育館與台北市立體育館，共計發放500份正式問卷。回收494份，有效問卷451份。問卷回收率98.8%，問卷有效率91.3%。分別進行多變量變異數分析、路徑分析、描述統計，經由SPSS14.0 Ver for Windows套裝軟體進行分析。

研究結果發現，企業贊助活動之贊助一致性越高將正向的影響受試者對於贊助商品牌態度，也直接和間接的影響購買意願。而觀眾對於受贊助球隊的球隊認同感也顯著正向的影響贊助商的品牌態度以及購買意願。因此企業若想從事運動贊助，必須考慮到對象的球隊認同感以及企業本身與活動間的一致性。

The purpose of this study was to investigate the relationships among team identification, congruence between sponsor and event and attitude toward brand, purchase intention in the Taiwan Beer Basketball Team in the 7th Super Basketball League . It was also to compare with the variability of different background with team identification, sponsor and event congruency, attitude toward brand and purchase intention. The research data was obtained by questionnaires. Of the 494 distributed questionnaires, in which 451 were viewed as valid. The data processing tool use the SPSS statistical software ver.14.0 for Windows, analyzed by statistical methods including descriptive statistics, independence t-test, reliability analysis, factor analysis, ANOVA, path analysis, canonical correlation.

The major findings of this study show that The team identification and purchase Intention are positively-related significantly. The congruence between sponsor and event and purchase intention are positively-related significantly. The attitude toward brand and purchase intention are positively-related significantly.