近年來，在國內運動休閒風潮帶動下，不管是將運動產品與服務直接行銷給消費者，或是透過運動的促銷功能而將消費性產業產品與服務行銷給消費者，都是未來具有發展潛力的市場。對此，許多企業為了爭食這塊市場大餅，紛紛將行銷策略與運動相結合，採行近來最受歡迎的行銷溝通工具－「運動贊助」，期望藉由贊助人們喜愛、熱衷的活動，能夠以一種潛移默化的方式將活動和品牌連結，讓人們將其對活動的情感轉移至企業的品牌或服務，進而在其心中創造品牌與產品的非凡價值。

基於此，本研究擬以職棒球迷的球隊認同感為核心，加入會影響球隊認同感之因素(球隊名聲、對球隊涉入程度、球員魅力)，並且搭配球迷的運動參與程度，進一步探討球迷的球隊認同感、運動參與程度，與贊助企業品牌權益(品牌知名度、品牌形象)和產品購買意願之間的關聯性。

本研究乃是以La new熊隊作為研究對象，並且以問卷調查方式取得實證分析所需資料，回收有效問卷計400份。研究結果顯示，企業藉由運動贊助的手法，確實能夠將球迷對球隊的認同感轉移至本身的品牌權益，使得品牌形象獲得強化效果，進而引發球迷對產品的購買意願。另外，在運動參與程度方面，本研究則是發現球迷運動參與程度的差異並不會影響其對贊助企業品牌權益之看法，或是對產品的購買意願。

In the sport leisure fashion, no matter selling sport products and services to consumers , or elaborating promotional function to sell consuming industry products and services to consumers, both are potential in the future. In order to increase the market share, combining marketing strategy with sport and using an increasingly popular form of marketing communication vehicles“sport sponsorship”are adopted by the business. Many corporate invest in the activities that people love and want to connect brand and emotion held by consumers toward activities. Transferring the feeling to brand or services ,the business can create the extra value of the brand and products.

This study discuss the fan identification with professional baseball team ,the factors(team prestige, involvement with the team and player attractiveness) that influence team identification and fans'' exercise participation degree. This thesis is devoted to investigate the relationships of fans'' team identification and exercise participation degree between sponsor''s brand equity(brand awareness and brand image) and intentions to purchase products.

This study choose the La new Bear''s fans as the objects. The data analyzed in this research are acquired by questionnaires and achieves 400 valid questionnaires. The results show that the sport sponsorship can really transfer fans identification with team to corporate sponsor''s brand equity, enhance brand image and intentions to purchase products. Further, the difference of fans'' exercise participation degree cannot influence their perspectives on sponsor''s brand equity and intentions to purchase products.

目 錄
第壹章 緒論01
第一節 研究背景與動機01
第二節 研究目的04
第三節 研究範圍與對象04
第四節 研究流程06

第貳章 文獻探討07
第一節 球隊認同相關文獻07
第二節 影響認同感因素相關文獻11
第三節 品牌權益相關文獻13

第參章 研究方法.25
第一節 研究架構25
第二節 研究臆說27
第三節 問卷內容設計與安排31
第四節 抽樣方法與對象38
第五節 資料分析方法39

第肆章 實證結果分析41
第一節 樣本結構描述與信度檢測41
第二節 結構方程模式分析45
第三節 運動參與程度之變異數分析55

第伍章 結論與建議58
第一節 結論58
第二節 建議61
第三節 研究限制62

參考文獻63

附錄70

表目錄

表1-1-1 職棒歷年觀眾人數02
表2-2-1 影響認同感因素之彙總11
表2-2-1 影響認同感因素之彙總(續)12
表2-3-1 品牌權益定義彙整表14
表2-3-2 品牌知識建構之衡量方法24
表3-2-1 研究臆說整理30
表3-3-1 職棒觀賞特性與實際消費行為問項3
表3-3-2 球迷的球隊認同感衡量問項32
表3-3-3 球員名聲衡量問項33
表3-3-4 球迷對球隊的涉入程度衡量問項34
表3-3-5 球員魅力衡量問項34
表3-3-6 品牌知名度衡量問項36
表3-3-7 品牌形象衡量問項36
表3-3-8 購買意願衡量問項37
表3-3-9 人口統計變數問項37
表3-3-9 人口統計變數問項(續)38
表4-1-1 問卷發放數與有效問卷數41
表4-1-2 人口統計變項之分佈表42
表4-1-3 La new熊隊球員與教練喜愛度排名表43
表4-1-4 受訪者的實際消費行為表44
表4-1-5 各個衡量構面信度分析結果44
表4-2-1 結構方程模式潛在變項與觀察變項表46
表4-2-2 整體模式變項參數估計表(修飾前)47
表4-2-3 整體模式變項誤差變異數估計表(修飾前)48
表4-2-4 整體模式配適評鑑指標與判定準則49
表4-2-5 整體模式配適度指標結果表(修飾後)49
表4-2-6 整體模式變項參數估計表(修飾後)50
表4-2-6 整體模式變項參數估計表(修飾後)(續)51
表4-3-1 受訪者運動參與程度之分佈表56
表4-3-2 品牌權益與購買意願之變異數分析57
表4-3-3 研究臆說結果彙整理表57

圖目錄

圖1-4-1 研究流程06
圖2-3-1 Aaker品牌權益構面18
圖2-3-2 Keller品牌知識構面21
圖3-1-1 研究架構26
圖4-2-1 整體模式52

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