臺灣博碩士論文加值系統

事件贊助（event sponsorship）已為現今廠商廣為使用的促銷手段。現今使用傳統的行銷手段，單純的行銷販賣商品以吸引媒體注目的方式已失去其效果。受到收視率壓力的媒體尋求更具新奇、創意與話題性的焦點。在各家廠商爭奪媒體版面的同時，擅用更新更有效的事件行銷廠商們便能夠掌握住媒體目光。過往在事件贊助上有許多衡量廠商事件贊助效益之研究，但對於廠商在事件贊助上的投資行為的探討仍相當有限。本研究結合了實質選擇權觀念分析廠商進行事件贊助之意願。試圖分析廠商進行事件意願之前因以獲得投資意願。本研究藉由實質選擇權建構研究架構，並使用階層迴歸分析進行模型估計。研究結果顯示，廠商之事件贊助意願會受到事件贊助利益與過往經驗之多寡影響，且越多相關經驗會減低廠商贊助意願。但無論廠商產業競爭度與競爭者行為為何，廠商事件贊助意願並不會受此影響。

Event sponsorship is already the promotion method widely used by the nowadays firms. Just using traditional marketing methods expecting to catch the media gazes has losing its effect. Receiving the rating pressure the media seek to focus on fresher, more creative and topical things. By the way, firms using event sponsorship or event marketing can win the media eyes. There are many past researches on event sponsorship, but the majority focus on measure of benefit. Researches about firms’ investment behavior of event sponsorship are quite a few. This research combines the perspective of real option to analyze firms’ investment willingness on event sponsorship. Analyze firms’ investment antecedent about event sponsorship in order to get firms’ investment propensity. Depend on the real option reasoning developing by McGrath and Nerkar in 2004 to build the study framework. Use hierarchical regression analysis to analyzing the data. Results indicate that firms will be engaged in event sponsorship when it has more benefit, more past experience on event sponsorship the firms had, or less relative past experience on event sponsorship the firms had. And no matter what effects of competition in firm’s industry won’t affect firm’s investment willingness on event sponsorship.

致謝辭 I
國立臺北大學九十四年度第二學期學位論文提要 III
ABSTRACT IV
圖　次 VI
表　次 VII
方程式目錄 VIII
第壹章 緒論 1
第一節 研究動機 1
第二節 研究問題與研究目的 2
第三節 章節架構 3
第貳章 文獻探討 5
第一節 「事件」相關之觀念 5
第二節 事件贊助之相關實證研究 13
第三節 實質選擇權 16
第四節 文獻評述 20
第參章 研究設計 22
第一節 架構與假說 22
第二節 變數定義與衡量 24
第三節 問卷設計 29
第四節 研究對象及資料蒐集 30
第五節 統計分析方法 30
第肆章 資料分析 34
第一節 樣本結構 34
第二節 變數之敘述統計 34
第三節 量表信度與效度 35
第四節 模型估計結果 39
第五節 討論 53
第伍章 結論與建議 54
第一節 研究結論主要發現與涵義 54
第二節 研究貢獻 55
第三節 研究限制 56
第四節 後續研究方向 56
參考文獻 58
附錄一、事件贊助研究問卷 A-1

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