王慶堂Wang, Ching-Tang2017-02-222025-07-302017-02-222017-02-22https://ir.ntus.edu.tw/handle/987654321/70709學位類別：碩士校院名稱：國立台灣體育學院系所名稱：運動管理學系碩士班學號：19405011畢業學年度：95年論文頁數：108頁　　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.目　次 第壹章　緒論 　第一節　研究背景與動機…………………………………………01 　第二節　研究目的…………………………………………………05 　第三節　研究問題…………………………………………………06 　第四節　研究範圍與限制…………………………………………06 　第五節　名詞釋義…………………………………………………07 第貳章　文獻探討 　第一節　贊助與運動贊助的定義…………………………………09 　第二節　企業贊助的動機與目的…………………………………13 　第三節　運動贊助效益及評估……………………………………17 　第四節　消費者的態度……………………………………………25 第參章　研究方法 　第一節　研究對象…………………………………………………31 　第二節　研究流程…………………………………………………31 　第三節　研究架構…………………………………………………33 　第四節　研究工具…………………………………………………34 　第五節　統計方法…………………………………………………38 　第六節　預試問卷結果……………………………………………39 第肆章　結果分析與討論 　第一節　觀眾基本資料分析………………………………………48 　第二節　觀眾對贊助企業辨識能力之分析………………………54 　第三節　觀眾對企業贊助態度之分析……………………………67 　第四節　觀眾態度與運動贊助效益之分析………………………79 　第五節　觀眾辨識贊助企業能力與運動贊助效益之分析………87 第伍章　結論與建議 　第一節　結論………………………………………………………91 　第二節　建議………………………………………………………93 參考文獻………………………………………………………………95397231 bytesapplication/pdf態度;運動贊助;運動贊助效益;洲際盃棒球錦標賽attitude;sport sponsorship;sponsorship benefits;baseball Intercontinental Cupthesis