企業贊助運動賽會效益之研究—以HBL高中籃球甲級聯賽為例
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2002
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Abstract
本研究旨在瞭解企業贊助九十學年度HBL高中籃球甲級聯賽之預期效益，並進一步探討現場觀眾對贊助企業的辨識、企業形象、購買意圖、媒體使用及賽會參與等贊助效益之認知程度。
研究對象為中華民國高級中等學校體育總會及九十學年度HBL高中籃球甲級聯賽總決賽575位現場觀眾，並向中華民國高級中等學校體育總會對高中籃球聯賽發展源由及企業贊助現況進行瞭解，最後以自編之「企業贊助運動賽會效益評估問卷」為研究工具進行調查。
根據實際調查所得資料，以描述統計、χ2檢定（Chi-square Test）、單因子變異數分析（one-way ANOVA）、簡單相關分析（simple correlation analysis）及典型相關分析（canonical correlation analysis）等統計方法處理，結果發現：
一、 女性對贊助企業辨識程度高於男性；現賞觀賞次數以6次以上及贊助企業消息來自比賽現場者的辨識程度為最高。
二、 男性、電視觀賞次數愈多及經常運動的觀眾對媒體使用行為與賽會參與認知有顯著的認知效益。
三、 企業辨識及賽會參程度確實與贊助效益間有典型相關關係存在。其中以企業辨識及賽會參程度所有構面透過第一個典型因素，能影響贊助效益之媒體使用行為及賽會參與認知。
The purpose of the study was to investigate the expected effects and benefits for enterprises to sponsoring HBL high school basketball DivisionⅠTournament 2001. This study also examined the degree of the sponsor, corporation image, intention of purchase, media application and participation of the games. The subjects of the study were the audience (N=575) who attended the HBL games of year 2001. A questionnaire “The Effects and Benefits of Enterprises in Sponsoring Sports Competitions” was used as a research tool to collect data. The data of the study were analyzed using descriptive statistics, Chi-square test, one-way ANOVA analysis, simple correlation analysis and canonical correlation analysis. The results of the study were as follows： 1、 Females have a higher level of recognition of sponsors than males. Those who have been onsite spectators for 6 times or more and obtained the sponsoring information as live audience have the highest level of awareness. 2、 In "media usage behavior" and "perception of game participation ", males and those who watch TV frequently and exercise frequently have a higher level of understanding. 3、 There exists a canonical correlation among audience awareness and participation, and the elements in the effects of sponsorship, of which the degree of audience awareness and participation could influence media application and participation of the games.
The purpose of the study was to investigate the expected effects and benefits for enterprises to sponsoring HBL high school basketball DivisionⅠTournament 2001. This study also examined the degree of the sponsor, corporation image, intention of purchase, media application and participation of the games. The subjects of the study were the audience (N=575) who attended the HBL games of year 2001. A questionnaire “The Effects and Benefits of Enterprises in Sponsoring Sports Competitions” was used as a research tool to collect data. The data of the study were analyzed using descriptive statistics, Chi-square test, one-way ANOVA analysis, simple correlation analysis and canonical correlation analysis. The results of the study were as follows： 1、 Females have a higher level of recognition of sponsors than males. Those who have been onsite spectators for 6 times or more and obtained the sponsoring information as live audience have the highest level of awareness. 2、 In "media usage behavior" and "perception of game participation ", males and those who watch TV frequently and exercise frequently have a higher level of understanding. 3、 There exists a canonical correlation among audience awareness and participation, and the elements in the effects of sponsorship, of which the degree of audience awareness and participation could influence media application and participation of the games.
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運動聯賽, 運動贊助, 贊助效益, 大眾傳播, sport tournament, sport sponsorship, sponsorship benefit, mass media