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系統識別號 U0002-2106200917355400
中文論文名稱 企業贊助對企業形象與購買意願之影響研究
英文論文名稱 The effects of Corporate Sponsorship on Corporate Image and Purchase Intention
校院名稱 淡江大學
系所名稱(中) 國際貿易學系國際企業學碩士班
系所名稱(英) Department of International Trade
學年度 97
學期 2
出版年 98
研究生中文姓名 徐韻佳
研究生英文姓名 Yun-Chia Hsu
學號 696551158
學位類別 碩士
語文別 中文
口試日期 2009-06-09
論文頁數 98頁
口試委員 指導教授-黃志文
指導教授-林光賢
委員-黃志文
委員-林光賢
委員-陳耀竹
委員-張俊惠
委員-戴嫒坪
中文關鍵字 企業贊助  企業形象  購買意願  休閒運動  企業贊助效益 
英文關鍵字 Corporate Sponsorship  Corporate Image  Purchase Intention  Recreational Sports  Corporate Sponsoring Efficiency 
學科別分類 學科別社會科學商學
中文摘要 現今,企業贊助不再只是慈善事業,更是企業從事行銷溝通的好工具。許多文獻指出,企業從事贊助最主要的兩個原因為提升企業形象與購買意願。因此,本研究以消費者觀點為出發,針對企業贊助「休閒運動」為範圍,探討企業贊助之效益,期能對企業在行銷實務上有所幫助。
本研究以淡江大學的學生為研究對象,採分層隨機抽樣,以問卷為研究工具,主要分析方法為迴歸分析。本研究發現,當消費者對於該贊助企業的態度越正面時,則越能提升消費者對於該贊助企業之企業形象與購買意願;當消費者對於休閒運動的態度越正面時,則越能提升該贊助企業之產品的購買意願;當消費者認知到該贊助企業與贊助事件之形象適合度越合適時,則越能提升該贊助企業之企業形象與購買意願。而「消費者對贊助企業的態度」和「贊助企業與贊助事件之形象適合度」是透過「企業形象」為中介對「購買意願」產生影響。
英文摘要 Corporate sponsorship is not only a philanthropic behavior but a marketing communications vehicle. A considerable amount of research has shown that two of the most common reasons why corporation enter into sponsorship are to increase corporate image and purchase intention. Therefore, this research discuss factors that affect corporate sponsoring efficiency through consumers’ perceptions, aim at corporate sponsoring ‘recreational sports’, and anticipant this research can help corporation in marketing affairs.
This study chooses students Tamkang University as the research object that use the Stratified Random Sampling Proportional Allocation. We adopt questionnaire as a research tool with the main analytical methods for the regression analysis. This study finds that when consumers hold favorable attitudes toward the sponsor, the sponsor can enhance their corporate image and purchase intention by sponsorship. When consumers hold favorable attitudes toward recreational sports, the sponsor can enhance their purchase intention by sponsorship. When consumers consider the higher the congruence of the sponsor’s corporate image and sponsoring event is, the sponsor can enhance their corporate image and purchase intention by sponsorship. Corporate image has remarkable mediators influence results to the impact of consumers’ perceptions on purchase intention.
論文目次 目錄

目錄 i
表目錄 iii
圖目錄 v

第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 4
第四節 研究範圍與對象 4
第五節 研究流程 5
第六節 論文架構 6

第二章 文獻探討 7
第一節 企業贊助 7
第二節 企業贊助效益 21
第三節 休閒運動 29
第四節 消費者態度對企業贊助效益之影響 33
第五節 贊助企業與贊助事件之形象適合度 37
第六節 企業形象 41
第七節 購買意願 44

第三章 研究設計 47
第一節 研究架構 47
第二節 研究假說 49
第三節 研究變數操作性定義 52
第四節 問卷設計 53
第五節 資料蒐集 59
第六節 分析方法 63

第四章 資料分析 64
第一節 信度分析 64
第二節 敘述性統計分析 66
第三節 迴歸分析 73

第五章 結論與建議 80
第一節 研究發現 80
第二節 研究限制 83
第三節 後續研究建議 84

參考文獻 85
附錄 正式問卷 95


表目錄

表1-1-1 2004~2007年北美地區各種行銷溝通工具之成長率 1
表2-1-1 贊助之定義彙總表 8
表2-1-2 運動贊助之定義彙總表 10
表2-1-3 企業贊助考量因素排序表 19
表2-2-1 企業贊助效益衡量表 25
表2-3-1 休閒運動之定義與意涵彙總表 31
表2-4-1 態度之定義與意涵彙總表 34
表2-6-1 形象之定義與意涵彙總表 41
表2-6-2 企業形象之定義與意涵彙總表 43
表2-7-1 購買意願之定義與意涵彙總表 45
表2-7-2 企業形象與購買意願之關係彙總表 46
表3-4-1 休閒運動參與現況構面項目表 53
表3-4-2 消費者對贊助企業的態度構面項目表 54
表3-4-3 消費者對休閒運動的態度構面項目表 55
表3-4-4 形象適合度構面項目表 56
表3-4-5 企業形象構面項目表 57
表3-4-6 購買意願構面項目表 58
表3-4-7 人口統計構面項目表 58
表3-5-1 淡江大學日間部大學生人數統計表 59
表3-5-2 分層抽樣樣本配置情形表 61
表3-5-3 問卷回收情形表 62
表4-1-1 問卷各構面之信度分析表 65
表4-2-1 是否常參與休閒運動 66
表4-2-2 參與休閒運動之時段分佈表 67
表4-2-3 參與休閒運動之次數分佈表 67
表4-2-4 參與休閒運動之時數分佈表 67
表4-2-5 參與休閒運動之種類分佈表 68
表4-2-6 參與休閒運動之夥伴分佈表 68
表4-2-7 是否喜歡休閒運動 68
表4-2-8 是否參加過ING台北馬拉松 69
表4-2-9 是否看過ING台北馬拉松 69
表4-2-10 是否喜歡ING台北馬拉松 69
表4-2-11 受測者辨識2008 ING台北馬拉松主要贊助企業 70
表4-2-12 有效樣本之性別分佈表 71
表4-2-13 有效樣本之就讀年級分佈表 71
表4-2-14 有效樣本之就讀學院分佈表 72
表4-2-15 有效樣本之年齡分佈表 72
表4-2-16 有效樣本之每月零用金分佈表 72
表4-3-1 消費者觀點對企業形象之複迴歸分析 74
表4-3-2 消費者觀點對購買意願之複迴歸分析 75
表4-3-3 企業形象之中介效果分析 77
表4-3-4 研究假說結果檢定表 79


圖目錄

圖1-1-1 北美地區贊助類型分配圖 2
圖1-5-1 研究流程圖 5
圖2-2-1 休閒、休閒活動與休閒運動關係圖 29
圖2-5-1 運動形象透過適合度移轉至企業形象之關係圖 38
圖3-1-1 研究架構圖 47
圖3-1-2 研究架構圖 (中介效果) 48
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三、網路資料

IEG Sponsorship Report (2006), “Projection: Sponsorship Growth To Increase For Fifth Straight Year,” retrieved December 25, 2006, from http://www.sponsorship.
com/iegsr/2006/12/25/9279.asp
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