Publication:

運動賽會現場觀眾對贊助商認知效益之研究-以95學年度UBA大專籃球聯賽為例

本研究旨在探討運動賽會現場觀眾對贊助商認知效益，包含對贊助商辨識程度、形象認知、產品購買意願以及品牌喜好程度。研究對象為95學年度UBA大專籃球聯賽男子組甲一級預賽、複賽以及決賽之現場觀眾。研究採用問卷調查，以隨機方便取樣方式對現場觀眾進行施測，共發出600份問卷，回收之有效問卷共571份，有效問卷率為95.2%。經由統計分析後，獲得重要結果如下：

一、現場觀眾對贊助商辨識程度，以NIKE的97.5%最高，最低為Mueller的56.3%。

二、在現場觀眾對贊助商認知效益方面，不同性別、婚姻狀況、年齡、教育程度、職業、月收入、觀賽經驗以及贊助商活動注意之觀眾在形象認知、產品購買意願以及品牌喜好程度方面都有普通至高程度的認知。

三、在現場觀眾對贊助商認知效益差異分析，不同觀賽經驗現場觀眾在對贊助商形象認知、產品購買意願以及品牌喜好程度無顯著差異；不同性別、婚姻狀況、年齡、教育程度、職業、月收入、贊助活動注意等七個變項對贊助商形象認知、產品購買意願以及品牌喜好程度有顯著差異。

This study explored the spectators at sport events to cognitive benefits of the corporate sponsors including of the brand recognition, the brand image, the purchase intention of the product and the affection level of the brand. The research objects were taken as the spectators of preliminary contests, rematches and finals of UBA. This study adopted questionnaire and random sampling to the spectators. There were 600 questionnaires and 571 questionnaires were retrieved. The effective questionnaire ratio was 95.2%. By statistics analysis, the important results were as follow:

1.The spectators’ highest image of the sponsors was NIKE（97.5%）；the lowest was Mueller（56.3%）

2. The spectators’ benefits of cognition: The difference of sex, connubiality, age, educational level, career, income, watching experience and the activities of the spectators would have common to high cognition of image, purchase intention of product and affection level of the brand.

3. As the difference analysis of the spectators to benefits of cognition, there was no conspicuous difference to the different watching experience spectators among benefits of brand awareness, purchase intention of the product and the affection level of the brand. However, there was conspicuous difference to the spectators of the difference of sex, connubiality, age, educational level, career, income and activities of the sponsors among benefits of brand awareness, purchase intention of the product and the affection level of the brand.