臺灣博碩士論文加值系統

　　本研究的主要目的有：瞭解大專運動會之贊助活動；大專運動會承辦學校尋求運動贊助動機與考量因素；企業組織贊助大專運動會動機與考量因素。
　　研究者於八十六年間，以文獻探討輔以訪問調查來瞭解大專運動會的贊助活動；以「大專運動會尋求運動贊助動機與考量因素之研究量表」為研究工具，對140名大專院校體育室（組）主任，進行研究調查；以「企業贊助大專運動會動機與考量因素之研究量表」為研究工具，針對全國百大企業及近五屆（第二十三屆至第二十七屆）曾贊助大專運動會的贊助廠商，共160位經理人，進行研究。
　　根據實際調查、蒐集之資料，分別以描述統計、多元逐步迴歸與典型相關來進行分析，結果發現：
　　一、大專運動會的運動贊助活動，已漸漸發展成為承辦學校與企業組織互惠雙贏、專業化的運動贊助方式。運動贊助的資源，也逐漸發展為多元化的贊助方式。
　　二、大專運動會承辦學校尋求運動贊助最主要的動機是：使大會順利成功、創造學校利益、提供額外的服務等。而尋求運動贊助的考量素分別是：校長支持程度、各單位配合程度、政策是否支持等。
　　三、企業組織贊助大專運動會主要的動機分別是：回饋社會、建立企業形象、增加知名度等。而其主要的考量因素分別是：學校的贊助理念、學校的配合程度、產品的定位及形象等。
　　四、大專運動會承辦學校尋求運動贊助時，無論其動機為何，最主要的考量因素為：企業形象與產品性質。
　　五、企業組織贊助大專運動會的動機會影響其考量因素。
　　六、大專運動會承辦學校尋求運動贊助的動機與考量因素有典型相關存在。
　　七、企業組織贊助大專運動會的動機與考量因素有典型相關存在。

　　The main purposes of this study are to understand the sponsorship activities of university games; to know the motivation and consideration factors of the sponsorship activties which the host schools are seeking for; to realize the motivation and consideration factors of the corporations sponsoring the university game.
　　In 1997, the researcher understood the sponsorship activities of university game by investigating the past documents and reports of university games. The researcher investigated 140 athletic directors of universities (colleges) by asking questionnaires titled "The study scale of sport sponsorship motivation and consideration factors at the university games" and visited the manufacturers and business firms which have given supports to university games. In a hundred enterprises and sponsor firms, there were 160 managers.
　　According to receiving questionnaires gathered, the data was analyzed by using descriptive statistic, multiple stepwise regression and canonical correlation, and the results are:
　　1.The sponsorship activities of university games have gradually became a win-win relationship between the host schools of university games and corporations. The resources of sport sponsorship has also gradually developed into multiplied.
　　2.The main motivation of the hosting schools which seek for the sport sponsorship are to make the games successful, to create the school profits, to provide extra services. And the consideration factors which the hosting schools considered are: the degree of president''''s supports, the degree that administration coordinates with, and whether the policy will support or not.
　　3.The main motivations which the corporation sponsored university games are: to be show the good citizenship, to establish the image and increase the reputation. And the main consideration factors are: the sponsorship concepts of the hosting schools, the degree of hosting schools can match the corporation''''s images.
　　4.When the hosting schools seeking for the sport sponsorship, no matter what the motivations are, the mian consideration factors are the images of the corporations and the products.
　　5.The motivation factors of corpration sponsorship at university games affected the consideration fators.
　　6.The sport sponsorship motivation factors which the host school are seeking for have canonical correlation with consideration factors.
　　7.The motivation factors of corporation sponsorship at university games have canonical correlation with cogitating factors.