陳維智Chen, Wei-Chih2017-02-272025-07-302017-02-272017-02-27https://ir.ntus.edu.tw/handle/987654321/71037學位類別：碩士校院名稱：國立台灣體育大學系所名稱：休閒運動管理研究所學號：19702012畢業學年度：99年論文頁數：125頁　　臺灣棒球接連兵敗北京奧運和經典賽，使得體委會催生了棒球振興計畫，鼓吹企業投入救國球的行列，使得企業在投入棒球運動中成了關鍵的角色。本研究將深入探討企業贊助甲組成棒隊之贊助效益，並以臺中威達棒球隊為例。針對居住在臺中市，且知道威達超舜贊助臺中市棒球之棒球賽觀眾共537人為對象，調查其對威達超舜贊助臺中市棒球隊之形象效益、喜好度、購買意願和對臺中棒球的認知之情形。所獲得資料使用SPSS統計軟體進行描述性統計、項目分析、因素分析、信效度分析、獨立樣本t檢定、單因子變異數分析和迴歸分析等方法得知結果如下： 　　一、「黑象事件」後球迷基礎結構不變，但無特定支持對象增多 　　二、受訪者主要居住在鄰近球場之行政區，且越靠近越多。 　　三、對於臺中市政府發展體育表示高度的興趣與肯定。 　　四、興農牛迷在在形象、喜好度、購買意願和對臺中棒球的認知呈現顯著 　　五、正在使用威達超舜產品之消費者在購買意願上大於未使用者。 　　六、企業贊助臺中棒球運動，將有助於消費者對於企業之形象與喜好度的提升。 　　七、企業的形象和喜好程度，將會影響消費者對母企業產品的購買意願。 　　八、居住時間將影響對臺中棒球運動的認知。 　　最後本研究在瞭解贊助效益後，依據結果提供相關建議，期盼能提供威達超舜或準備投入贊助業餘球隊之企業參考，並成為運動行銷研究者後續研究之依據。　　Taiwan baseball team's consecutive defeats in the Beijing Olympic Games and in World Baseball Classic made Sports Affairs Council drive the plan of prospering baseball and urge the enterprise to retrieve Taiwan's reputation of having baseball as the national ball game, which making the enterprise an substantial role in the baseball game. This study investigates the benefit of enterprises' sponsoring avocational first division baseball teams and takes Taichung Vee Baseball Team as the example. With 537 baseball audience who live in Taichung and realize VeeTIME sponsors Taichung baseball team as the subject, this study examines the audience's impression, preference, aw well as buying inclination, and the awareness of Taichung baseball team. Descriptive statistics, item analysis, factor analysis, reliability and validity analysis, independent-sample T test, one way ANOVA, regression analysis are carried out on the data collected by SPSS statistics software and the results are as below. 1.The basic make-up of fans keeps same after“Black Elephant Affair”, but the number of fans who do not support certain team raises. 2.Participants mainly live in the districts near baseball fields, and the nearer baseball fields, the more participants. 3.Participants show high interests and recognition for Taichung city Government's developing physical training. 4.Impression, preference,buying inclination, and awareness of Taichung baseball games of fans of Sinon Bulls team appear to be apparent. 5.Buying inclination of consumers who are using products of VeeTIME is higher than that of those who do not use. 6.Enterprises' sponsoring Taichung baseball games helps raise consumers' impression and preference on enterprises. 7.Impression and preference on enterprises have influence on consumers' buying inclination of sponsoring enterprises' products. 8.The length of inhabiting has influence on awareness of Taichung baseball games. 　　At last, after realizing the benefit of sponsoring, this study offers relating suggestions according to the results, as the reference for VeeTIME and other enterprises ready to sponsor avocational baseball teams and follow-up researchers who focus on sports marketing.目　次 第壹章　緒論……………………………………………………………1 　第一節　研究背景與動機……………………………………………3 　第二節　研究目的……………………………………………………9 　第三節　研究問題……………………………………………………9 　第四節　研究範圍……………………………………………………10 　第五節　研究流程……………………………………………………11 　第六節　名詞解釋……………………………………………………12 第貳章　文獻探討………………………………………………………15 　第一節　業餘社會棒球隊起源概述…………………………………15 　第二節　贊助效益……………………………………………………22 　第三節　國內棒球影響城市之相關研究……………………………27 第參章　研究方法與步驟………………………………………………33 　第一節　研究架構……………………………………………………34 　第二節　研究假設……………………………………………………35 　第三節　研究對象……………………………………………………40 　第四節　資料分析……………………………………………………40 　第五節　研究工具……………………………………………………43 第肆章　研究結果分析與討論…………………………………………57 　第一節　臺中地區棒球現場觀眾之人口特性分析…………………57 　第二節　人口背景與各變相之差異性分析…………………………64 　第三節　各變相間的迴歸分析………………………………………78 第伍章　結論與建議……………………………………………………82 　第一節　研究結論……………………………………………………82 　第二節　研究建議……………………………………………………85 參考文獻…………………………………………………………………91 　中文部分………………………………………………………………91 　英文部分………………………………………………………………102658088 bytesapplication/pdf贊助效益;城市球隊;購買意願;母企業the benefit of sponsoring;city baseball teams;buying inclination;sponsoring enterprisesthesis