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研究生:郭姿吟
研究生(外文):Tzu-Yin Kuo
論文名稱:企業運動贊助對內部員工之影響
論文名稱(外文):The Effects of Corporate Sport Sponsorship on Internal Workforce
指導教授:邵于玲邵于玲引用關係
指導教授(外文):Jackie Yu-Lin Shao
學位類別:碩士
校院名稱:臺北巿立體育學院
系所名稱:休閒與運動管理碩士班
學門:民生學門
學類:運動休閒及休閒管理學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:英文
論文頁數:107
中文關鍵詞:企業運動贊助贊助效益內部員工組織認同組織承諾企業運動員工
外文關鍵詞:corporate sports sponsorshipsponsorship effectivenessinternal workforceorganizational identificationorganizational commitment
相關次數:
  • 被引用被引用:2
  • 點閱點閱:324
  • 評分評分:
  • 下載下載:92
  • 收藏至我的研究室書目清單書目收藏:7
隨著大量的企業資金投入運動贊助,產學界也越加重視運動贊助效益相關議題。然而,運動贊助效益研究主要著眼於消費者,探討運動贊助如何改變消費者對於企業或品牌的看法,鮮有研究談及運動贊助在內部員工身上的效果。為此,本研究從內部行銷角度出發,以組織認同及組織承諾兩大指標評估運動贊助的「內部效益」,並檢驗「企業-贊助球隊契合度」、「球隊喜好度」及「認知名聲」三個因素對於贊助內部效益的影響力。
本研究以建大工業股份有限公司全體員工為研究對象,利用自填式問卷,就員工對於公司運動贊助活動之認知、組織認同及組織承諾程度三大面向進行調查,總共取得228份問卷,扣除45份廢卷後,有效樣本為183份。
研究主要發現為:(一)運動贊助的確為企業帶來內部效益。對於運動贊助認知越正面的員工,其所表現出來的組織認同及承諾程度都較強烈。(二)認知名聲是最具影響力的因素。員工所認知到的名聲越好,他們對於組織的認同與承諾也越強烈。(三)越喜好贊助球隊的員工展現較高的組織承諾。(四)企業-贊助球隊契合度對於員工組織認同及承諾沒有顯著影響力。
由本研究結果可知,運動贊助不只能影響消費者的態度及購買行為,也能提升員工對於企業的認同及承諾程度,本研究透過對於運動贊助內部效益的評估,加強企業運動贊助效益研究的不足,研究結果並能提供企業作為擬定內部贊助管理策略的依據。
Since the total spending on sport sponsorship has continued growing, the effectiveness of sport sponsorship has attracted attention of corporation managers and researchers. However, research on sport sponsorship effectiveness is primarily focusing on the “external” consumers. The effects of sports sponsorship on internal workforce are rarely mentioned. In order to complement the insufficiency, this study examined the internal sport sponsorship effects from the perspective of internal marketing in terms of organizational identification and commitment. The influences of event-corporation fit, team affinity, and perceived prestige on employee response (i.e. identification and commitment) to sport sponsorship were also investigated.
A self-reported questionnaire with measures of organizational identification, organizational commitment, and perceptions of corporate sport sponsorship were administered to employees of Kenda Rubber Industrial Company. Data was collected from 228 employees, yielding a sample of 183 respondents after discarding 45 invalid and incomplete questionnaires.
Primary findings were as follows: (a) corporate sport sponsorship had effects on employees. The higher perceptions of corporate sport sponsorship employees had, the higher organizational identification and commitment they showed. (b) Perceived prestige was the most critical indicator of employee response. The relationship between perceived prestige and organizational identification and commitment was significantly positive. (c) Employees who had a positive team affinity had a strong organizational commitment. (d) Event-corporation fit had no influence on employee response to corporate sport sponsorship.
According to the study, corporate sport sponsorship had effects not only on consumers’ attitudes and purchase behaviors but also employees’ identification and commitment toward the corporation. Findings of the current study added on our understanding of sport sponsorship effectiveness and provided a guideline for corporations to draft internal sponsorship management strategies.
論文考試審定書 ii
授權書 iii
摘 要 iv
ABSTRACT vi
List of Tables xii
List of Figures xiv
1. INTRODUCTION 1
1.1 The Growth of Sponsorship 1
1.2 Sponsorship Evaluation 2
1.3 Problem Statement 4
1.4 Purpose of Study 5
1.5 Research Questions 6
2. LITERATURE REVIEW 7
2.1 Sponsorship 7
2.1.1 Exchange Theory 9
2.1.2 Evaluating Sponsorship Effectiveness 10
2.1.3 Sponsorship Effects on Employees 15
2.2 Employee response to Sponsorship 17
2.2.1 Sponsorship as An Internal Marketing Tool 17
2.2.2 Organizational Identification 19
2.2.3 Organizational Commitment 19
2.3 Influence factors of Employee’s response to Sponsorship 21
2.3.1 Speed and Thompson’s Study 22
2.3.2 Attitude Toward Sponsorship— Event-Corporation Fit 22
2.3.3 Attitude Toward Sponsee— Team Affinity 23
2.3.4 Perceived Prestige 24
2.4 Summary of Literature Review 24
3. METHODOLOGY 26
3.1 Conceptual Framework 26
3.1.1 Operational Definition 28
3.1.2 Research Hypotheses 28
3.2 Subject Company 31
3.3 Population, Sample, and Data Collection Procedure 32
3.4 Instrumentation 33
3.5 Panel of Experts and Pilot Study 35
3.5.1 Panel of Experts 35
3.5.2 Pilot Study 36
3.5.3 Summary of Pilot Study 45
3.6 Data Analysis Procedures 46
4. RESULTS 48
4.1 Reliability and Validity 48
4.2 General Statistical Information 51
4.2.1 Sample Characteristics 51
4.2.2 Overall Rating for Research Variables 52
4.2.3 Choosing Control Variables 53
4.3 Examining the Research Hypotheses 60
4.4 Summary of the Results 68
5. DISCUSSION AND CONCLUSION 70
5.1 Discussion 70
5.2 Practical Implication 74
5.3 Limitations and Future Research 76
5.4 Conclusion 78
REFERENCES 79
APPENDIXES 88
Appendix A Original Scales 88
Appendix B Pilot Study Questionnaire— Mandarin Version 94
Appendix C Final Questionnaire— Mandarin Version 99
Appendix D Correlation Matrix and Means for CFA 103
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