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研究生:姚凱薰
研究生(外文):Kai-Hsun Yao
論文名稱:企業品牌贊助小型賽會之贊助效益量表編製
論文名稱(外文):The Development of the Sponsorship Effectiveness Scale of Corporate Brand Sponsorship in Small-scale Sport Events
指導教授:楊欽城楊欽城引用關係林志偉林志偉引用關係
指導教授(外文):Chin-Cheng YangChih-Wei Lin
學位類別:碩士
校院名稱:朝陽科技大學
系所名稱:休閒事業管理系碩士班
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:2013
畢業學年度:101
語文別:中文
論文頁數:84
中文關鍵詞:購買意願企業認同企業形象知名度賽會認同
外文關鍵詞:purchasing willingnessenterprise identityenterprise image recognitiontournament identification
相關次數:
  • 被引用被引用:3
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  • 下載下載:139
  • 收藏至我的研究室書目清單書目收藏:0
  本研究旨在編製企業品牌贊助小型賽會之贊助效益量表,以2012年朝陽盃賽會參與者為對象,使用競爭模式分析選擇量表最佳模式,並以驗證性因素分析檢驗企業品牌贊助小型賽會之贊助效益量表之項目信度、組合信度、收斂效度及區別效度,以立意抽樣方式發放350份問卷,有效回收329份,有效回收率為94%。並以2013年甜在興盃賽會參與者作為量表交叉效度之問卷對象,發放500份問卷,有效回收458份。所得資料經統計分析後結果為:1.小型賽會之贊助效益因素可分賽會認同、企業形象知名度、企業認同與購買意願等四個構面,而結構以多因素斜交模式配適度為最佳。2.各題項具良好之項目信度,各構面具良好之組合信度、收斂效度及區別效度。3.以甜在興盃賽會參與者作為問卷對象,結果具良好之交叉效度,顯示量表具有穩定性及恆等性。本研究發現,賽會參與者對企業贊助小型賽會之贊助效益均呈現中高程度之感受,並以賽會認同感最高,企業形象知名度次之,此亦說明了小型賽會之贊助效益是可以被測量的。建議賽會主辦單位可積極尋找贊助廠商以增加賽會認同感,贊助企業亦可針對小型賽會進行贊助增加企業形象知名度、企業認同與購買意願;未來研究建議可針對不同類型的運動賽事進行研究,以擴充本量表之適用性。
The purpose of the study aimed to prepare the sponsoring efficiency scale of the enterprise sponsored small-scale sport events. The study took the 2012 Chaoyan Cup participants as samples, and applied the competition model analysis to choose the best model for the scale. The confirmatory factor analysis was used to analyze the individual item reliability, composite reliability, convergent validity and discriminant validity of the sponsoring efficiency scale of the enterprise sponsored small-scale sport events. Following the purposive sampling method, 350 questionnaires were distributed and 329 were recovered to give 94% effective recovery rate. In addition, the participants of the 2013 Tien-Tsai-Hsin Cup were chosen as the cross-validity samples and 500 questionnaires were distributed with 458 effectively recovered. The results after the statistical analysis showed: 1. The factors of the small-scale sport events sponsoring efficiency could be divided into four dimensions: tournament identification, enterprise image recognition, enterprise identity and purchasing willingness. The correlated factors model showed the best goodness of fit. 2. The questions of the scale showed good individual item reliability, and each dimension showed good composite reliability, convergent validity and discriminant validity. 3. The sampling on the participants of the Tien-Tsai-Hsin Cup showed good cross validity, indicating the scale was stable and invariant. This study found that the tournament participants showed a medium to high level of experience to the enterprise sponsored small-scale sponsoring efficiency, and that to the tournament identification was the strongest, followed by the enterprise image recognition. This result showed the sponsoring efficiency of the small-scale sport events could be measured. It was suggested that the sport events organizer could actively seek for sponsors to enhance the tournament identification and the enterprise could fund the small-scale sport events to increase the enterprise image recognition, the enterprise identity and the purchasing willingness. For future researches, the study on various types of sport tournaments could be done to expand the applicability of this scale.
摘要.......................................................I
Abstract..................................................II
謝誌.....................................................III
表目錄.....................................................VI
圖目錄...................................................VIII
第壹章 緒論.................................................1
第一節 研究背景與動機.........................................1
第二節 研究目的..............................................5
第貳章 文獻探討..............................................6
第一節 小型賽會之定義.........................................6
第二節 運動贊助之定義.........................................9
第三節 企業贊助運動賽會之實際效益...............................12
第參章 研究方法.............................................24
第一節 研究對象與問卷發放.....................................24
第二節 研究流程.............................................28
第三節 研究工具.............................................29
第四節 研究假設.............................................35
第五節 操作型定義............................................39
第六節 統計分析方法........................................ 39
第肆章 研究分析結果與討論.....................................43
第一節 樣本分布.............................................43
第二節 競爭模式分析比較......................................44
第三節 驗證性因素分析結果.....................................45
第四節 交叉效度驗證..........................................52
第五節 現況分析.............................................58
第六節 綜合討論.............................................62
第伍章 結論與建議...........................................65
第一節 結論................................................65
第二節 建議................................................66
參考文獻...................................................68
附錄一.....................................................79
附錄二.....................................................82

表2-2-1 運動贊助定義之彙整表..................................12
表2-3-1 贊助效益之衡量方式彙整表..............................17
表3-3-1 賽會認同分量表......................................30
表3-3-2 企業形象知名度分量表.................................30
表3-3-3 企業認同分量表......................................31
表3-3-4 購買意願分量表......................................31
表3-3-5 企業贊助賽會之感受問卷之項目分析摘要表...................32
表3-3-6 企業贊助賽會之感受問卷之因素分析摘要表...................34
表3-6-1 驗證性因素分析配適度指標一覽表..........................42
表4-1-1 人口統計變項現況分析摘要表.............................44
表4-2-1 各模式驗證性因素分析配適度一覽表........................45
表4-3-1 各構面常態性檢定分析結果表.............................46
表4-3-2 多因素斜交模式修正前後指標一覽表........................47
表4-3-3 朝陽盃贊助效益各構面信度與收斂效度分析表.................48
表4-3-4 信賴區間法之區別效度檢驗分析表.........................51
表4-3-5 贊助效益變數違反估計檢定..............................51
表4-4-1 人口統計變項現況分析摘要表.............................53
表4-4-2 甜在興盃多因素斜交模式指標一覽表........................54
表4-4-3 交叉效度檢定表.......................................55
表4-4-4 甜在興盃贊助效益各構面信度與收斂效度分析表................56
表4-5-1 朝陽盃參與者各構面之現況分析表..........................59
表4-5-2 甜在興盃參與者各構面之現況分析表........................62

圖3-2-1 研究流程圖..........................................28
圖3-4-1 虛無模式圖..........................................37
圖3-4-2 單一因素模式圖.......................................37
圖3-4-3 多因素直交模式圖.....................................38
圖3-4-4 多因素斜交模式圖.....................................38
圖3-4-5 二級因素模式圖.......................................38
圖4-3-1 模式估計係數路徑圖...................................50
圖4-4-1 朝陽盃模式路徑圖.....................................58
圖4-4-2 甜在興盃模式路徑圖...................................58
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