臺灣博碩士論文加值系統

台灣的職業運動產業以中華職棒大聯盟為主要的市場，因此也成為企業投入運動贊助的目標，近年來隨著中華職棒球隊以主場經營的方式，舉辦主題日球賽，成功地吸引更多的消費者進場看球。隨著球隊在棒球運動經營多元化，贊助方式有了更多選擇的情況下，企業也開始在主題日球賽舉辦的時候投入贊助，希望可以獲得更有效的贊助效益。因此本研究的目的為從消費者對中華職棒球隊主題日球賽的運動涉入探討消費者對贊助品牌知名度、企業形象、品牌認同與購買意願的影響關係。本研究的研究對象為參與過中華職棒球隊主題日球賽的消費者，以網路問卷的方式在中華職棒相關臉書社團及台大PTT實業訪的棒球版進行正式問卷蒐集。本研究共發出633份問卷，得到有效問卷為602份，以信效度分析與迴歸分析進行資料檢驗與假設檢定。結果發現當消費者對於中華職棒球隊主題日球賽的運動涉入越高時，對贊助主題日球賽企業的品牌知名度、企業形象、品牌認同有顯著的影響，並且當消費者對贊助企業有越高的品牌知名度、企業形象與品牌認同時，對於贊助企業品的購買意願也有顯著的影響。從研究結果可以得知當企業贊助主題日球賽可以獲得顯著的贊助效益，並且當消費者對主題日球賽的運動涉入越高，則贊助效益越顯著。

Chinese Professional Baseball League(CPBL) put great importance on sports business of Taiwan, so it gradually became a subject of sports sponsorship. In recent years, CPBL held thematic game as home business and successfully attracted more consumers to join the game. With the diversification of baseball business, sponsorship turned into multiple choices. Corporation began to participate in sponsorship during thematic game of CPBL and look forward to a better sponsors’ benefit. Therefore, the goal of this research is to investigate the effect of consumer’s sports involvement for CPBL thematic game to the sponsors’ brand awareness, corporation image, brand identification and purchase intention. People who took part in the CPBL thematic game are the object of this research and questionnaires are gathered in Facebook club of CPBL and baseball board of PTT on internet. This research gathered 633 questionnaires with 602 valid questionnaires having reliability analysis, validity analysis and regression analysis to carry on the hypothesis test. Results showed that consumers’ sports involvement for CPBL thematic game has a positively significant influence to the brand awareness, corporation image, brand identification and of sponsor. Results showed that better brand awareness, corporation image, brand identification of sponsor is going to positively influence purchase intention. From the results, it is clear that sponsorship in thematic game of CPBL has great benefit and consumers’ sports involvement for CPBL thematic game has a positive impact to sponsor’s benefit.

目錄
摘要 i
ABSTRACT ii
目錄 iii
圖目錄 v
表目錄 vi
第壹章　緒論 1
第一節　研究的重要性 1
第二節　文獻總覽 4
第三節　文獻缺失 5
第四節　研究目的 7
第貳章 文獻探討 8
第一節　運動贊助 8
第二節　運動涉入 10
第三節　品牌知名度 14
第四節　企業形象 16
第五節 品牌認同 18
第六節　購買意願 20
第參章　研究架構 22
第一節　研究架構 22
第二節　研究假設與推演 23
第肆章　研究方法 27
第一節　研究變數之操作型定義 27
第二節　研究對象 30
第三節　前測 30
第伍章　資料分析與結果 32
第一節　描述性統計分析 32
第二節　信度分析 34
第三節　效度分析 34
第四節　假設檢定 36
第陸章 結論與建議 41
第一節　研究結果討論 41
第二節　研究貢獻 44
第三節　研究限制與後續研究建議 47
參考文獻 49
附錄一　前測問卷 59
附錄二　正式問卷 62

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