Publication:

企業贊助運動賽會效益之研究-以2008奧運棒球資格賽為例

贊助運動相關活動為近年來備受矚目的一種行銷策略，企業希望能藉由贊助進而增加企業之正面形象、知名度及產品銷售量等，本研究以2008奧運棒球資格賽為主題，探討企業贊助該賽會的效益， 2008年3月7日至14日於台中洲際棒球場及雲林斗六棒球場進行施測，有效問卷計590份，有效問卷回收率為91.33%，並以描述性統計、多變量變異數分析及逐步迴歸進行分析。研究結果發現觀眾對贊助企業成功辨識率為54.8%；現場觀眾對本次賽會的態度、對企業贊助行為的態度均對形象知名度效益具有顯著且正面的影響；現場觀眾對棒球運動的態度、對企業贊助行為的態度均對促購度效益具有顯著且正面的影響。本研究建議企業進行運動贊助時，可在活動場地周圍舉辦相關活動，對不同人口背景之觀眾擬定出合適的行銷策略，亦須注意在贊助的同時，應帶給觀眾一種正面且不具商業色彩的感覺，以獲得較佳的贊助效益。

Firms sponsor sport events for several reseasons, for example, sponsorship objectives usually includes increasing brand awareness, facilitating positive brand image, and sales. This study used the attendees of the Final Olympic Qualifying Tournament as research targets in order to discuss the sponsorship benefits to the sponsors of Final Olympic Qualifying Tournament. The investigative method of survey was used. Data was collected from 590 attendees at Taichung Intercontinental Baseball Stadium and Yunlin DouLiou Baseball Stadium with 91.33% valid rate, and data was analyzed with descriptive analysis, MANOVA and stepwise regression analysis. The result the study partial support our hypotheses that consumer’s attitude toward the event, consumer’s attitude toward sponsor’s activities has a positive influence on sponsor awareness and image, and consumer’s attitude toward baseball, consumer’s attitude toward sponsor’s activities has a positive influence on consumer’s purchase intentions. This research suggested that sponsor should hold activities around the venues, and draft marketing plan which suitable for various demographic variables in order to get better sponsorship efficiency.