企業以贊助運動賽會的方式作為行銷的手段已是全球趨勢，本研究以連續四年贊助世界女排大獎賽臺灣苗栗站之贊助商為研究主體，主要目的是欲透過觀賞世界女排大獎賽臺灣苗栗站觀眾之觀點，深入探討運動贊助行為，對贊助企業辨識之效率與企業形象感受及贊助效益。 本研究採用問卷調查之方式，在比賽現場以隨機抽樣法在比賽現場針對觀賞九十三年世界女排大獎賽苗栗站之現場觀眾為研究對象，以「企業贊助體育活動辨識效果及認同效益問卷」為本研究之工具。剔除填答不完整之問卷共得有效問卷514份。所得資料以描述性統計、t考驗進行統計分析。 本研究結果如下： 一、在受試的有效樣本中成功辨識贊助商為宏泰人壽的有426位，佔82.9％、辨識錯誤的有60位，佔11.7％、回答不知道的有28位，佔5.4％。 二、在性別統計基本變項之辨識效果以t檢定考驗二者是否有差異存在：結果顯示男性觀眾成功辨識的有215位，女性觀眾有211位，t值為5.47（p ＜.05）顯示有差異存在，男性觀眾之辨識率高於女性觀眾。 三、在贊助效益、企業形象、運動推廣因素構面不同性別之觀眾對贊助企業之形象與贊助效益看法沒有差異。 四、在購買考量因素構面男女性別之觀眾看法較不同，t值為2.19（p ＜.05）顯示有差異存在，男性觀眾之購買考量認同上略高於女性觀眾。

It has been a global trend that an enterprise promotes marketing by sponsoring sports tournaments. The main purpose of this study is to investigate the effectiveness of sports sponsorship by an enterprise to promote its company image and consumers’ identification. This study surveys the opinions from the audience of 2004 World Grand Women’s Volleyball Grand Tournaments Miao-Li Station, by eliciting responses to a questionnaire about the effectiveness of company recognition by enterprise sports sponsorship. There are totally 514 effective responses collected from this survey. Descriptive statistical analysis, t-test, mono-factor variant analysis are used in this study. The major findings are the following: 1) Among all the 514 effective responses, 426 (82.9%) successfully recognize the name of the sponsoring enterprise; 60 (11.7%) give wrong names; 28 (5.4%) can not specify any company names. 2) The results of t-test show males are significantly superior to females in terms of company identification (t-score=5.47; p<.05). 3) In terms of sponsorship effectiveness, company image, and sports promotion, there are not any significant differences shown between males and females. 4) The results also show males are significantly superior to females in terms of purchasing consideration (t-score=2.19; p<.05).