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。

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.

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

一、中文部分

朱珮忻 (2003)，「從消費者觀點分析企業運動贊助效果」，國立臺灣大學國際企業學研究所碩士論文。

呂振瑋 (2008)，「贊助商與賽事一致性在賽事認同對贊助效益影響之調節效果」，國立中央大學企業管理研究所碩士論文。

吳明隆、凃金堂 (2005)，「SPSS與統計應用分析」，台北市：五南。

范師豪 (2004)，「由消費者觀點探討企業贊助職業棒球運動之效益」，國立政治大學廣告研究所碩士論文。

洪文宏 (2001)，「消費者態度對企業贊助效益影響之研究─以亞洲盃棒球賽為例」，國立成功大學企業管理研究所碩士論文。

洪昭坤 (2002)，「南投縣高中職學生休閒運動設施需求暨休閒運動態度之調查研究」，國立台灣體育學院體育研究所碩士論文。

陳文長 (1995)，「大學生運動性休閒參與動機與興趣分組體育課滿意度之相關研究」，國立體育學院體育研究所碩士論文。

陳家誠 (1999)，「以運動知覺空間圖協助跨國企業運動贊助決策」，國立臺灣大學國際企業研究所碩士論文。

陳鴻雁、楊志顯 (1999)，「國民參與休閒運動人口調查研究」，行政院體育委員會委託研究。

張良漢 (2002)，「休閒運動參與動機、身體活動態度、休閒運動阻礙及滿意度之相關研究：以臺灣中部地區大專院校學生為例」，台北市：師大書苑。

程紹同 (1998)，「運動贊助策略學」，台北市：漢文。

程紹同 (2001)，「第5促銷元素：運動贊助行銷新風潮」，台北市：滾石文化。

馮義方 (1999)，「企業對運動贊助行為之研究」，國立台灣大學商學研究所碩士論文。

黃煜 (2001)，「企業贊助職業運動球隊的效益研究─以遠傳電信贊助台灣大聯盟嘉南勇士職業棒球隊為例」，第一屆中華民國運動與休閒管理學術研討會論文。

黃淑汝 (1999)，「台灣地區職業運動贊助管理之研究」，國立交通大學經營管理研究所碩士論文。

黃俊英、林震岩 (1994)，「SAS精析與實例」，台北市：華泰，初版。

楊聖智 (2002)，「91年全國中等學校運動會現場觀眾對贊助商認知效果之研究」，國立臺灣師範大學體育學系在職進修碩士班碩士論文。

廖志猛 (1994)，「休閒運動參與者生活形態及運動態度之研究」，國立體育學院體育研究所碩士論文。

廖俊儒 (2001)，「企業贊助運動之效益研究─以安麗盃世界女子花式撞球邀請賽為例」，國立臺灣師範大學體育研究所碩士論文。

蔣宜龍 (1999)，「企業贊助運動賽會效益之研究」，國立體育學院體育研究所碩士論文。

鄭惠文 (1991)，「企業贊助公益活動與企業形象之研究」，國立中興大學企業管理研究所碩士論文。

盧焰章 (1993)，「臺灣地區大型企業對運動贊助之研究」，國立體育學院體育研究所碩士論文。

蕭嘉惠 (1995)，「運動組織與企業組織經理人對贊助運動考量因素之比較研究」，國立台灣師範大學體育研究所碩士論文。

韓大衛 (1995)，「企業贊助大專院校運動代表隊的動機與學生對企業贊助的認知及贊助效果之研究」，國立體育學院體育學系碩士論文。

蘇錦雀 (2002)，「企業贊助九十一年全國中等學校運動會之研究」，國立師範大學體育系碩士論文。

鐘志強 (2000)，「休閒運動態度量表之編製」，中華民國大專院校八十九學年度體育學術研討會專刊，國立雲林科技大學。


二、英文部分

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Dodds, W. B., K. B. Monroe, and D. Grewal (1991), “Effects of Price, Brand, and Store Information on Buyers' Product Evaluations,” Journal of Marketing Research, Vol. 28, No. 3, pp. 307-319.

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Ensor, R. J. (1987), “The Corporate View of Sport Sponsorship,” Athletic Business, pp. 40-43.

Etzel, M. J., B. J. Walker, and W. J. Stanton (1997), Marketing (11th ed.), NY: McGraw-Hill.

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Gardner, M. P. and P. J. Shuman (1988), ”Sponsorships and Small Businesses,” Journal of Small Business Management, Vol. 26, No. 4, pp. 44-52.

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Grimes, E. and T. Meenaghan (1998), “Focussing Commercial Sponsorship on The Internal Corporate Audience,” International Journal of Advertising, Vol. 17,  No. 1, pp. 51-74.

Gwinner, K. (1997), “A Model of Image Creation and Image Transfer in Event Sponsorship,” International Marketing Review, Vol. 14, No. 3, pp. 145-158.

Gwinner, K. and R. S. Swanson (2003), “A Model of Fan Identification: Antecedents and Sponsorship Outcomes,” Journal of Services Marketing, Vol. 17, No. 3, pp.275-294.

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Hawkins, D. I., R. J. Best, and K. A. Coney (1998), Consumer Behavior: Building Marketing Strategy (7th ed.), Boston: McGraw-Hill.

Hellier, P. K., G. M. Geursen, R. A. Carr, and J. A. Richard (2003), “Customer Repurchase Intention: A General Structural Equation Model,” European Journal of Marketing, Vol. 37, No. 11, pp. 1762-1800.

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Irwin, R. L. and W. A. Sutton (1994), “Sport Sponsorship Objectives: An Analysis of Their Relative Importance for Major Corporate Sponsors,” European Journal for Sport Management, Vol. 1, No. 2, pp. 93-101.

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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.
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