摘要
本研究旨在探討運動贊助事件中，參賽者因參與運動事件而激發的心流體驗，是否影響參賽者對於贊助品牌的態度；此外並檢視，參賽者對事件與贊助品牌的知覺配適是否影響運動事件與贊助品牌間意涵移轉的關係；並且審視，贊助品牌過去體驗是否對正面情感與贊助品牌態度間，以及運動事件對贊助品牌態度間意涵移轉產生影響。
本研究實證樣本取自參與「2010年第28屆日月潭國際萬人泳渡嘉年華」之參賽者，有效問卷為364份。以SmartPLS版本2.0M3，進行模型分析與假說驗證；並且使用獨立樣本T檢定與PLS路徑分析檢驗分群，以檢定研究假設。
研究結果顯示，運動事件中參賽者的心流體驗會引發正面情感產生正向的事件態度，進而影響其對贊助品牌的態度，事件態度對正面情感影響品牌態度具有中介效果。當參賽者知覺到贊助品牌與事件間具配適性越高時，事件形象的意涵移轉至贊助品牌形象的程度越高；此外，參賽者的過去贊助品牌體驗，影響事件態度對品牌態度的中介效果，以及影響事件與贊助品牌配適對事件態度與品牌態度的干擾作用。

Abstract
The objective of this study is to investigate the impact of participants’ flow experience on their attitude toward the sponsoring brand when attending sport sponsorship event. Furthermore, we examined both the moderate effect of participants’ perceived event-brand fit and past experience of using the sponsoring brand on meaning transfer from sport event to sponsoring brand, and the past experience on the meaning transfer from positive emotion to the attitude toward the sponsoring brand.
Data were collected from participants whom attending “2010 28th International Swimming across Sun Moon Lake Carnival”, and 364 questionnaires were valid samples. The validation of overall framework and hypotheses of this study were examined by a structural equation modeling approach using Partial Least Square (PLS) procedure with Smart-PLS2.0M3.
The results indicated that participants’ flow experience will trigger positive emotion and cause positive attitude toward the event then affects brand attitude during the sport event context. The event attitude plays a mediating role on the impacts of positive emotion on brand attitude. When participants perceived a higher congruence between event and brand, the degree of meaning transfer is stronger. Participants past experience of using sponsoring brand affects the mediation effect of event attitude on brand attitude, as well as the moderation effect of event-sponsor fit on the relationship between event attitude and sponsoring brand attitude.

目錄
摘要 i
Abstract ii
致謝 iii
目錄 iv
表目錄 vi
圖目錄 ix
第壹章 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
第貳章 文獻回顧與假說發展 6
第一節 運動贊助與效益 6
第二節 挑戰事件參與者的心流體驗 9
第三節參賽者的心流體驗與正面情感 14
第四節 參賽者的正面情感對運動事件態度與贊助品牌態度的影響 17
第五節 運動事件與贊助品牌間的意涵移轉 20
第六節 事件與贊助品牌知覺配適干擾變項 23
第七節 贊助品牌過去體驗 25
第参章 研究方法 27
第一節 研究架構 27
第二節 研究假說 28
第三節 研究設計 29
第肆章 資料分析與結果 39
第一節 樣本描述性統計 39
第二節 假說檢定 41
第三節 分群兩群樣本假說檢定 66
第四節 品牌體驗獨立樣本T檢定檢驗分群 98
第五節 PLS路徑分析檢驗分群 104
第六節 假說檢定結果彙整 106
第伍章結論與意涵 107
第一節 結論 107
第二節 理論貢獻 110
第三節 實務意涵 111
第四節 研究限制與未來研究 112
參考文獻 114
附錄1 121
附錄2 125

 
表目錄
表3-1 研究假說彙整 28
表3-2 研究贊助品牌對象彙整 30
表3-3 心流體驗量表 32
表3-4 正面情感量表 32
表3-5 事件態度量表 32
表3-6 品牌態度量表 32
表3-7 事件與贊助品牌間知覺配適量表 32
表4-1 事件參賽者描述性統計分析 32
表4-2 舒跑之因素負荷值、交叉負荷值 32
表4-3 舒跑之AVE、組合信度、Cronbach’s Alpha 32
表4-4 舒跑之相關係數與AVE平方根 32
表4-5 舒跑(EB干擾)之因素負荷值、交叉負荷值 32
表4-6 舒跑 (EB干擾) 之AVE、組合信度、Cronbach’s Alpha 32
表4-7 舒跑之t值、路徑係數與R2 32
表4-8 九族(總體)之因素負荷值、交叉負荷值 32
表4-9 九族(總體)之AVE、組合信度、Cronbach’s Alpha 32
表4-10 九族(總體)之相關係數與AVE平方根 32
表4-11 九族(總體EB干擾)之因素負荷值、交叉負荷值 32
表4-12 九族 (總體EB干擾) 之AVE、組合信度、Cronbach’s Alpha 32
表4-13 九族(總體)之t值、路徑係數與R2 32
表4-14 新光(總體)之因素負荷值、交叉負荷值 32
表4-15 新光(總體)之AVE、組合信度、Cronbach’s Alpha 32
表4-16 新光(總體)之相關係數與AVE平方根 32
表4-17 新光(總體EB干擾)之因素負荷值、交叉負荷值 32
表4-18 新光 (總體EB干擾) 之AVE、組合信度、Cronbach’s Alpha 32
表4-19 新光(總體)之t值、路徑係數與R2 32
表4-20 九族(曾體驗)之因素負荷值、交叉負荷值 32
表4-21 九族(曾體驗)之AVE、組合信度、Cronbach’s Alpha 32
表4-22 九族(曾體驗)之相關係數與AVE平方根 32
表4-23 九族(曾體驗EB干擾)之因素負荷值、交叉負荷值 32
表4-24 九族 (曾體驗EB干擾) 之AVE、組合信度、Cronbach’s Alpha 32
表4-25 九族(曾體驗)之t值、路徑係數與R2 32
表4-26 九族(不曾體驗)之因素負荷值、交叉負荷值 32
表4-27 九族(不曾體驗)之AVE、組合信度、R、Cronbach’s Alpha 32
表4-28 九族(不曾體驗)之相關係數與AVE平方根 32
表4-29 九族(不曾體驗EB干擾)之因素負荷值、交叉負荷值 32
表4-30 九族 (不曾體驗EB干擾) 之AVE、組合信度、Cronbach’s Alpha 32
表4-31 九族(不曾體驗)之t值、路徑係數與R2 32
表4-32 新光(曾體驗)之因素負荷值、交叉負荷值 32
表4-33 新光(曾體驗)之AVE、組合信度、Cronbach’s Alpha 32
表4-34 新光(曾體驗)之相關係數與AVE平方根 32
表4-35 新光(曾體驗EB干擾)之因素負荷值、交叉負荷值 32
表4-36 新光 (曾體驗EB干擾) 之AVE、組合信度、Cronbach’s Alpha 32
表4-37 新光(曾體驗)之t值、路徑係數與R2 32
表4-38 新光(不曾體驗)之因素負荷值、交叉負荷值 32
表4-39 新光(不曾體驗)之AVE、組合信度、Cronbach’s Alpha 32
表4-40 新光(不曾體驗)之相關係數與AVE平方根 32
表4-41 新光(不曾體驗EB干擾)之因素負荷值、交叉負荷值 32
表4-42 新光 (不曾體驗EB干擾) 之AVE、組合信度、Cronbach’s Alpha 32
表4-43 新光(不曾體驗)之t值、路徑係數與R2 32
表4-44 九族事件態度組別統計量 32
表4-45 九族事件態度獨立樣本檢定 32
表4-46 九族事件與贊助品牌間知覺配適組別統計量 32
表4-47 九族事件與贊助品牌間知覺配適獨立樣本檢定 32
表4-48 九族品牌態度組別統計量 32
表4-49 九族品牌態度獨立樣本檢定 32
表4-50 新光事件態度組別統計量 32
表4-51 新光事件態度獨立樣本檢定 32
表4-52 新光事件與贊助品牌間知覺配適組別統計量 32
表4-53 新光事件與贊助品牌間知覺配適獨立樣本檢定 32
表4-54 新光品牌態度組別統計量 32
表4-55 新光品牌態度獨立樣本檢定 32
表4-56 九族樣本分群PLS路徑係數分析 32
表4-57 新光樣本分群PLS路徑係數分析 32
表4-58 研究假說 32

 
圖目錄
圖1-1 本研究流程 5
圖 2-1 消費者購買決策流程與贊助效益之關係圖 8
Howard & Crompton (1995) 8
圖2-2 原始的心流模型 10
圖2-3 四頻道心流模型 11
圖2-4 Gwinner意涵移轉模型 21
圖3-1本研究概念架構 27
圖4-1 舒跑結構模型分析結果 32
圖4-2 舒跑加入EB結構模型分析結果 32
圖4-3 九族(總體)結構模型分析結果 32
圖4-4 九族(總體)加入EB結構模型分析結果 32
圖4-5 新光(總體)結構模型分析結果 32
圖4-6 新光(總體)加入EB結構模型分析結果 32
圖4-7 九族(曾體驗)結構模型分析結果 32
圖4-8 九族(曾體驗)加入EB結構模型分析結果 32
圖4-9 九族(不曾體驗)結構模型分析結果 32
圖4-10 九族(不曾體驗)加入EB結構模型分析結果 32
圖4-11 新光(曾體驗)結構模型分析結果 32
圖4-12 新光(曾體驗)加入EB結構模型分析結果 32
圖4-13 新光(不曾體驗)結構模型分析結果 32
圖4-14 新光(不曾體驗)加入EB結構模型分析結果 32

參考文獻
中文文獻

1.周文菁(2010)，「事件參與者的心流體驗與運動贊助效益」，國立高雄第一科技大學行銷與流通管理系碩士論文。
2.郭益如(2009)，「運動事件贊助：心流體驗提升運動贊助商品牌印象或運動事件印象」，國立高雄第一科技大學行銷與流通管理系碩士論文。

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