(3.238.96.184) 您好!臺灣時間:2021/05/10 10:02
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

我願授權國圖
: 
twitterline
研究生:李昇宗
研究生(外文):Sheng-Tzung Li
論文名稱:食品企業運動贊助適配性對消費者涉入及態度之影響
論文名稱(外文):The effect of sports sponsorship congruence of food enterprise on consumers'' involvement and attitude.
指導教授:王世澤王世澤引用關係
指導教授(外文):Shih-Tse Wang
口試委員:陳水蓮林鴻洲
口試委員(外文):Shui-Lien ChenHung-Chou Lin
口試日期:2016-07-07
學位類別:碩士
校院名稱:國立中興大學
系所名稱:生物產業管理研究所
學門:農業科學學門
學類:農業經濟及推廣學類
論文種類:學術論文
論文出版年:2016
畢業學年度:104
語文別:中文
論文頁數:58
中文關鍵詞:食品產業運動贊助適配性涉入態度
外文關鍵詞:Food industrySports sponsorshipcongruenceInvolvementattitude
相關次數:
  • 被引用被引用:0
  • 點閱點閱:104
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:0
在現今多元的行銷策略中,贊助是許多企業為了提升自身品牌形象、產品銷售及顧客忠誠度的重點策略之一。在贊助活動的類型當中,體育活動是目前最流行的,因此,有許多的食品企業已經積極的投入在運動贊助活動中。而在過去贊助的相關研究有提到贊助商品牌-贊助活動適配性會正向影響贊助商品牌態度,以及消費者的活動涉入會對贊助活動態度及贊助商品牌態度有正向影響,而贊助活動態度會正向影響贊助商品牌態度。但鮮少有研究提到贊助活動-消費者適配性對於贊助商品牌態度的影響。因此,本研究探討食品企業運動贊助適配性對於消費者涉入及態度的影響,瞭解贊助商品牌-贊助活動適配性、贊助活動-消費者適配性對消費者的活動涉入、贊助活動態度及贊助商品牌態度之影響,以及消費者的活動涉入對贊助活動態度及對贊助商品牌態度之影響。本研究以參與有食品企業贊助之運動活動的消費者為樣本對象,並且收集自台北,SBL超級籃球聯賽(台灣啤酒、金門酒廠);台中,舒跑盃(舒跑)、冬季聯盟(台灣啤酒);台南,萊路跑(統一);高雄,航海王路跑(泰山),一共378個樣本。透過結構方程模式(SEM)之分析,研究結果發現:贊助商品牌-贊助活動適配性會正向影響贊助活動態度與贊助商品牌態度。而贊助活動-消費者適配性對於活動涉入及贊助活動態度皆具有正向影響,此外,贊助活動-消費者適配性也會透過活動涉入來正向影響贊助商品牌態度。最後,本研究根據此研究發現提供食品企業擬訂有效的贊助策略,來幫助食品企業在選擇贊助活動時能有更廣的評估層面並帶來更大的效益。

In recent years, among diversified marketing strategies, sponsorship is the key strategy of many enterprises in order to enhance their brand image, product sales and customer loyalty. Among the types of sponsorship, the sports sponsorship is the most popular one, and therefore, there are many food companies that have actively invested in sports sponsorship. The past literature of sponsorship indicated that the sponsor-event congruence has positive effects on the attitude of brand, event involvement has a positive impact on the attitude of event and brand, and the attitude of event has effects on the attitude of brand. However, the past studies have rarely mentioned the effect on attitude of brand on the event-consumer congruence. Thus, the present study will explore the effect of consumer''s involvement and attitude toward sports sponsorship of food industry. All understand the effect of consumer''s event involvement, attitude of the event and brand on the brand-event congruence and event-consumer congruence. In this study, the participants involved in the sports sponsorship with food industry. And the data collected from Taipei (SBL, Taiwan Beer and Kinmen Kaoliang), Taichung (Cup of Supau, Supau and AWB, Taiwan Beer), Tainan (Lion Run, Uni-President), Kaohsiung (One Piece Run, Taisun). According to the analysis of Structural Equation Modeling (SEM), the study found that brand-event congruence has a positive effect on the attitude of the event and brand. The event-consumer congruence has positive effect on event involvement and attitude of the event. In addition, event-consumer congruence also has positive effect on attitude of the brand by the event involvement. Finally, the study based on the results provides a food industry to develop effective sponsorship strategy to support food industry in the choice of sponsorship which can have a wide range of assess and greater benefit.

第一章 緒論1
第一節 研究背景與動機1
第二節 研究目的3
第二章 文獻探討4
第一節 食品產業4
第二節 運動贊助5
第三節 適配性10
第四節 態度14
第五節 涉入17
第三章 研究方法19
第一節 研究架構與假設19
第二節 研究設計24
第三節 資料分析方法29
第四章 資料分析與結果31
第一節 樣本基本資料分析31
第二節 各構念之敘述性統計分析34
第三節 驗證性因素分析37
第四節 結構模式分析與架構假說檢定43
第五章 結論與建議45
第一節 研究發現與討論45
第二節 研究貢獻45
第三節 研究限制與未來研究建議47
參考文獻48
附錄一 研究問卷57


中文文獻
(1) 圖書
邱皓政(2002)。量化研究與統計分析。台北市:五南。
周子敬(2006)。結構方程模式(SEM):精通 LISREL。台北市:全   華。
程紹同(2001)。第五促銷元素。台北市:滾石文化。
陳寬裕、王正華(2011)。論文統計分析實務SPAA與AMOS的運用。
台北市:五南。
蕭文龍(2009)。多變量分析最佳入門實用書:SPSS+LISREAL(二
版)。台北市:碁峰資訊。
(2) 期刊論文
蕭靜雅、傅安弘、蕭雅美(2010)。休閒農場業者與其消費者對飲食觀之認知、態度與行為差異之研究。農業推廣文彙,55,97-115。
(3) 網路資源
經濟部技術處產業技術知識服務計畫(2015)。食品產業年鑑。取自:http://psf/Home/Downloads/78926048.pdf
英文文獻
(1) Journal Articles
Abratt, R., Clayton, B. C. & Pitt, L. F. (1987). Corporate objectives in ports sponsorship. International Journal of Advertising, 6(4), 299-312.
Alexandris, K., James, J. & Tsaousi, E. (2007). Predicting sponsorship outcomes from attitudinal constructs: The case of a professional basketball event. Sport Marketing Quarterly, 16(3), 130-139.
Amen, U. (2010). Consumer attitude towards mobile advertising.
Interdisciplinary Journal of Contemporary Research in Business,
2(3), 75-104.
Amorim, J. G. B. D. & Almeida, V. M. C. D. (2015). The effect of simultaneous sponsorship of rival football teams. Brazilian Administration Review, 12(1), 63-87.
Anilkumar, N. & Joseph, J. (2012). Factors influencing the pre-purchase attitude of consumers: A study. IUP Journal of Management Research, 11(3), 23-53.
Astous, A. & Bitz, P. (1995). Consumer evaluations of sponsorship programmes. European Journal of Marketing, 29(12), 6-22.
Barone, M. J., Miyazaki, A. D. & Taylor, K. A. (2000). The influence of cause-related marketing on consumer choice: Does one good turn deserve another? Academy of Marketing Science Journal, 28(2),
248-262.
Becker-Olsen, K. & Hill, R. P. (2006). The impact of sponsor fit on brand equity: The case of nonprofit service providers. Journal of Service Research, 9(1), 73-83.
Bennett, R. (1999). Sports sponsorship, spectator recall and false consensus. European Journal of Marketing, 33(3), 291-313.
Boland, M. A., Golden, B. B. & Tsoodle, L. J. (2008). Agency theory issues in the food processing industry. Journal of Agricultural and Applied Economics, 40(2), 623-634.
Caemmerer, B. & Descotes, R. M. (2014). Achieving relational objectives through sponsorship. Journal of Applied Business Research, 30(6), 1767-n/a
Chen, H. (2010). Effects of country variables on brand strength: Moderating by brand life cycle and cultural identification. International Journal of Trade, Economics and Finance, 1(4), 400-405.
Chiu, H., Hsieh, Y., & Kuo, Y. (2012). How to align your brand stories with your products. Journal of Retailing, 88(2), 262-275.
Choi, T. Y., & Wu, Z. (2009). Triads in supply networks: The orizing buyer-supplier-supplier relationships. Journal of Supply Chain Management, 45(1), 8-25.
Close, A. G. & Lacey, R. (2013). Fit matters? Asymmetrical impact for effectiveness on sponsors and event marketers. Sport Marketing Quarterly, 22(2), 71-82.
Cornwell, T. B. & Maignan, I. (1998). An international review of sponsorship research. Journal of Advertising, 27(1), 1-21.
Cornwell, T. B., Clark, J. M. & Pruitt, S. W. (2005). The relationship between major-league sports'' official sponsorship announcements and the stock prices of sponsoring firms. Academy of Marketing Science Journal, 33(4), 401-412.
Cornwell, T. B., Roy, D. P. & Weeks, C. S. (2005). Sponsorship-linked marketing: Opening the black box. Journal of Advertising, 34(2), 21-42.
Dees, W., Bennett, G., & Villegas, J. (2008). Measuring the effectiveness of sponsorship of an elite intercollegiate football program. Sport Marketing Quarterly, 17(2), 79-89.
Dolphin, R. R. (2003). Sponsorship: Perspectives on its strategic role. Corporate Communications, 8(3), 173-186.
Donahay, B. & Rosenberger, P. J. (2007). Using brand personality to measure the effectiveness of image transfer in formula one racing. Marketing Bulletin, 18, 1-15.
Dwane, H. D. (2002). Associating the cooperation with a charitable event through sponsorship: Measuring the effects on corporate community relations. Journal of Advertising, 31(4), 77-87.
Eastman, J. K., Iyer, R., Liao-Troth, S., Williams, D. F., & Griffin, M. (2014). The role of involvement on milennials’ mobile technology behaviors: The moderating impact of status consumption, innovation, and opinion leadership. Journal of Marketing Theory and Practice, 22(4), 455-470.
Ekinci, Y., Dawes, P. L. & Massey, G. R. (2008). An extended model of the antecedents and consequences of consumer satisfaction for hospitality services. European Journal of Marketing, 42(1), 35-68.
Esclana, N. (2014). Over the counter homeopathy: Exploring parental attitude. Studia Universitatis Babes-Bolyai, 59(2), 3-19.
Ferrier, S., Waite, K., & Harrison, T. (2013). Sports sponsorship perceptions: An exploration. Journal of Financial Services Marketing, 18(2), 78-90.
García-Santillán, A., Carlos-Castro, J., Garduño-Trejo, Moreno-García, E., J. & Zamudio-Abdala, J. (2012). Cognitive, affective and behavioral components that explain attitude toward statistics. Journal of Mathematics Research, 4(5), 8-16.
Gardner, M. P. & Shuman, P. (1988). Sponsorships and small businesses. Journal of Small Business Management, 26(4), 44.
Gilaninia, S., Mousavian, S. J. & Rezvani, M. (2011). Assessing the constructs of sport sponsorship effectiveness and theoretical relationships between them among football fans in iran. Interdisciplinary Journal of Contemporary Research in Business, 3(2), 113-128.
Gonzalez, C. & Korchia, M. (2008). Antecedents and consequences of attitude toward sales. Recherche et Applications en Marketing, 23(4), 37-60.
Grohs, R., Vsetecka, S. & Wagner, U. M. (2004). Assessing the effectiveness of sport sponsorships-an empirical examination. Schmalenbach Business Review, 56(2), 119-138.
Gwinner, K. (1997). A model of image creation and image transfer in event sponsorship. International Marketing Review, 14(3), 145-158.
Gwinner, K. P. & Eaton, J. (1999). Building brand image through event sponsorship: The role of image transfer. Journal of Advertising, 28(4), 47-57.
Henseler, J., Wilson, B. & Westberg, K. (2011). Managers'' perceptions of the impact of sport sponsorship on brand equity: Which aspects of the sponsorship matter most? Sport Marketing Quarterly, 20(1), 7-21.
Hollywood, L. E., Armstrong, G. A. & Durkin, M. G. (2007). Using behavioural and motivational thinking in food segmentation. International Journal of Retail & Distribution Management, 35(9), 691-702.
Huddleston, P., Lee S. J., Mattick, R. N. & Whipple, J. (2009). Customer satisfaction in food retailing: Comparing specialty and conventional grocery stores. International Journal of Retail & Distribution Management, 37(1), 63-80.
Hutabarat, P. & Gayatri, G. (2014). The influence of sponsor-event congruence in sponsorship of music festival. The South East Asian Journal of Management, 8(1), 47-64.
Jiang, Z., Chan, J., Tan, B. C. Y., & Chua, W. S. (2010). Effects of interactivity on website involvement and purchase intention. Journal of the Association for Information Systems, 11(1), 34-59.
Lai, M. & Huang, Y. (2011). Can learning theoretical approaches illuminate the ways in which advertising games effect attitude, recall, and purchase intention. International Journal of Electronic Business Management, 9(4), 368-380.
Lehtinen, U. (2012). Sustainability and local food procurement: A case study of finish public catering. British Food Journal,114(8), 1053-1071.
Lyons, B., & Henderson, K. (2005). Opinion leadership in a computer‐mediated environment. Journal of Consumer Behaviour, 4(5), 319-329.
MacIntosh, E., Bradish, C. L., Legg, D., Nadeau, J., O''Reilly, N. & Seguin, B. (2012). The role of mega-sports event interest in sponsorship and ambush marketing attitudes. Sport Marketing Quarterly, 21(1), 43-52.
Malär, L. (2011). Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self. Journal of Marketing, 75(4), 35-52.
Mao, L. L., & Zhang, J. J. (2013). Impact of consumer involvement, emotions, and attitude toward Beijing Olympic games on branding effectiveness of event sponsors. Sport, Business and Management, 3(3), 226-245.
Mazodier, M. & Merunka, D. (2012). Achieving brand loyalty through sponsorship: The role of fit and self-congruity. Academy of Marketing Science Journal, 40(6), 807-820.
Meenaghan, T. (1991). The role of sponsorship in the marketing communications mix. International Journal of Advertising,10(1), 35-47.
Meenaghan, T. (2001). Understanding sponsorship effects. Psychology & Marketing, 18(2), 95-122.
Meetoo, D. D. (2011). Nanotechnology and the food sector: From the farm to the table. Emirates Journal of Food and Agriculture, 23(5), 387-403.
Meng-Lewis, Y., Thwaites, D., & Kishore, G. P. (2013). Consumers'' responses to sponsorship by foreign companies. European Journal of Marketing, 47(11), 1910-1930.
Moital, M., Whitfield, J., Jackson, C. & Bahl, A. (2012). Event sponsorship by alcoholic and non-alcoholic drinks businesses in ndia. International Journal of Contemporary Hospitality Management, 24(2), 289-311.
Murayama, S., Okuhara, K., Shibata, J., & Ishii, H. (2011). Data mining for hazard elimination through text information in accident report. Asia Pacific Management Review, 16(1)
Nameghi, E. N. M. & Shadi, M. A. (2013). Affective and cognitive: Consumers attitude toward practicing green (reducing, recycling & reusing). International Journal of Marketing Studies, 5(1), 157-164.
Ngan, H M., Prendergast, G. P. & Tsang A. S. (2011). Linking sports sponsorship with purchase intentions. European Journal of Marketing, 45(4), 551-566.
O''Cass, A. & Grace, D. (2004). Exploring consumer experiences with a service brand. The Journal of Product and Brand Management, 13(4), 257-268.
Olson, E. L. (2010). Does sponsorship work in the same way in different sponsorship contexts? European Journal of Marketing,44(1), 180-199.
Otker, T. (1988). Exploitation: The key to sponsorship success. European Research, 16(2), 77-85.
Pappu, R. & Cornwell, T. B. (2014). Corporate sponsorship as an image platform: Understanding the roles of relationship fit and sponsor-sponsee similarity. Academy of Marketing Science. Journal, 42(5), 490-510.
Rhee, J. & Kim K.P. Johnson. (2012). Investigating relationships between adolescents'' liking for an apparel brand and brand self congruency. Young Consumers, 13(1), 74-85.
Ridinger, L. L., Funk, D. C., Jordan, J. S., & Kaplanidou, K. (2012). Marathons for the masses: Exploring the role of negotiation-efficacy and involvement on running commitment. Journal of Leisure Research, 44(2), 155-178.
Rifon, N. J., Choi, S. M., Li, H. & Trimble, C. S. (2004). Congruence effects in sponsorship: The mediating role of sponsor credibility and consumer attributions of sponsor motive. Journal of Advertising, 33(1), 29-42.
Rodgers, S. (2004). The effects of sponsor relevance on consumer reactions to internet sponsorships. Journal of Advertising, 32(4), 67-76.
Roy, D. P. & Cornwell, T. B. (2003). Brand equity''s influence on responses to event sponsorships. The Journal of Product and Brand Management, 12(6), 377-393.
Roy, D. P. & Cornwell, T. B. (2004). The effects of consumer knowledge on responses to event sponsorships. Psychology & Marketing, 21(3), 185-207.
Sarwar, M., Bashir, M. & Alam, M. (2010). Study attitude and academic achievement at secondary level in Pakistan. Journal of College Teaching and Learning, 7(2), 55-60.
Simmons, C. J. & Becker-Olsen, K. L. (2006). Achieving marketing objectives through social sponsorships. Journal of Marketing, 70(4), 154-169.
Speed, R. & Thompson, P. (2000). Determinants of sports sponsorship response. Academy of Marketing Science Journal, 28(2), 226-238.
Stokburger-Sauer, N., Ratneshwar, S. & Sen, S. (2012). Drivers of consumer-brand identification. International Journal of Research in Marketing, 29(4), 406.
Sunghyup, S. H., & Han, H. (2012). A model of a patron''s innovativeness formation toward a chain restaurant brand. International Journal of Contemporary Hospitality Management, 24(2), 175-199.
Taylor, S. A., & Hunter, G. (2003). An exploratory investigation into the antecedents of satisfaction, brand attitude, and loyalty within the (B2B) eCRM industry. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 16, 19-35.
Tanvir, A. & Shahid, M. (2012). Impact of sports sponsorship on brand image and purchase intention. Interdisciplinary Journal of Contemporary Research in Business, 4(2), 659-667.
Tsiotsou, R. (2011). A stakeholder approach to international and national sport sponsorship. The Journal of Business & Industrial Marketing, 26(8), 557-565.
Walley, K., Custance, P., Hingley, M., Lindgreen, A., Orton, G. & Parsons, S. (2009). Longitudinal attitude surveys in consumer research. Qualitative Market Research, 12(3), 260-278.
Weston, J. F. & Chiu, S. (1996). Growth strategies in the food industry. Business Economics, 31(1), 21-27.
Woodside, F. M. & Summers, J. (2012). The impact of sponsorship awareness in low involvement settings. Contemporary Management Research, 8(3), 205-228.
Yang, D., & Wang, X. (2010). The effects of 2-tier store brands'' perceived quality, perceived value, brand knowledge, and attitude on store loyalty. Frontiers of Business Research in China, 4(1), 1-28.
Yang, J., Leatham, D. J. & Case, S. A. (2000). The wealth effect of swap usage in the food processing industry. Agribusiness, 16(3), 367-379.
Yi-Chun, H., Yang, M., & Yu-Chun, W. (2014). Effects of green brand on green purchase intention. Marketing Intelligence & Planning, 32(3), 250-268.
Yoshida, M., & Nakazawa, M. (2016). Innovative sport consumption experience: An empirical test in spectator and participant sports. Journal of Applied Sport Management, 8(1)

QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
系統版面圖檔 系統版面圖檔