臺灣博碩士論文加值系統

本研究從消費者觀點（包括個人對活動的喜愛程度、活動的認知地位、對贊助者的態度及贊助者與活動之間的一致性）出發，以品牌形象轉移、贊助者可信度及贊助者情感做為企業贊助效益的探討主軸，探討影響上述企業贊助效益的因素，以及這些贊助效益對於品牌態度之影響，期望能對企業具實務上之幫助。
本研究針對企業贊助「運動賽事」為探討範圍，採用問卷收集的方式，對運動賽事的觀眾進行問卷發放，以瞭解消費者之想法。並於資料回收後以LISREL進行研究架構之驗證。
研究結果發現，在消費者觀點部分，個人對活動的喜愛程度對於品牌形象轉移並無顯著影響；活動的認知地位則對於三種企業運動贊助效益皆無顯著影響；除此之外，其他消費者觀點則對於品牌形象轉移、贊助者可信度及贊助者情感皆有顯著影響。最後，在贊助效益對於品牌態度影響的部分，贊助者可信度確實對於提升品牌態度有所幫助，但品牌形象轉移及贊助者情感對於品牌態度則皆無顯著影響。

The research probed sponsorship benefits that based on brand image transfer, sponsor credibility and sponsor affect by consumer perceptions (including personal liking of the event, perceived status of the event, attitude toward sponsor and congruence between sponsor and event). And to discuss factors that affect enterprise sponsorship benefits, and the effects of those benefits on brand attitude. In the end, we expect to have some practical help for enterprises.
The research is aimed on enterprises that sponsor ‘sport games’. The data were collected through a questionnaire. And the questionnaire was extended to spectators of sport games in order to understand the consumer’s opinions. Furthermore, our research used the LISREL to test the research framework after the data been retrieved.
The results suggest that in the part of consumer perceptions, personal liking of the event has no significant influence on brand image transfer. And perceived status of the event has no significant effects on all sports sponsorship benefits. Besides, other consumer perceptions have a significant influence on brand image transfer, sponsor credibility and sponsor affect. Finally, in the part of the effect of sponsor benefits on brand attitude, our research find that sponsor credibility can actually enhance consumers’ brand attitude. But, both brand image transfer and sponsor affect has no significant influence on brand attitude.

目錄 iii
圖目錄 v
表目錄 vi
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第二章 文獻探討與假設 6
第一節 贊助相關文獻之探討 6
第二節 態度相關文獻之探討 9
第三節 贊助效益相關文獻之探討 11
第四節 消費者觀點與贊助效益之關聯 14
第五節 贊助效益與品牌態度之關連 25
第六節 研究假設總表 28
第三章 研究方法 30
第一節 資料收集 30
第二節 樣本選取 30
第三節 變數的操作型定義與衡量 31
第四節 資料分析方法 38
第四章 資料分析與結果 41
第一節 基本資料分析 41
第二節 信度與效度分析 47
第三節 線性結構關係模式驗證 54
第五章 結論與建議 75
第一節 結論 75
第二節 管理意涵 79
第三節 研究限制與建議 81
參考文獻 82
附錄 90

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