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題名:校園體育活動贊助動機之不對稱性分析研究--以國立臺灣體育學院為例
書刊名:國立臺灣體育運動大學學報
作者:方怡潔王建興 引用關係
出版日期:2012
卷期:2
頁次:頁53-68
主題關鍵詞:基層賽會贊助模式贊助策略Grassroots sport eventsSponsorship modelSponsorship strategy
原始連結:連回原系統網址new window
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本研究之目的旨在探究學生與企業在贊助動機上之不對稱性。研究對象為國立臺灣體育學院學生會與系學會之88名幹部及贊助臺體校園體育活動之20家企業。研究工具係參酌韓大衛(1994)之「企業贊助動機問卷」編製而成,於2011年1月17日至31日發放(有效問卷回收率達90%)。所得資料以描述性統計、獨立樣本t檢定、單因子變異數進行分析。結果顯示:一、學生與企業在贊助動機上皆以宣傳與形象為主要因素,學生認為提高知名度、良好形象、促銷方式較為重要,企業則認為維持雙方關係、增加服務信心、良好形象較為重要;在消費行為決策中,學生認為增加購買數量、增加消費頻率、購買推出產品較為重要,企業則認為購買推出產品、提升銷售量、增加購買數量較為重要。二、學生與企業在宣傳與形象、消費行為決策上皆達顯著差異。三、選修贊助課程、負責贊助工作在宣傳與形象、消費行為與決策上無顯著差異。四、贊助時間長短在消費行為決策上達顯著差異且贊助1-3年較4-6年企業重視之。根據分析結果,建議學生在尋求贊助時應提供與企業接觸的機會,並強化企業贊助的需求評估,藉以降低贊助動機之不對稱性,落實雙贏之效。
The purpose of this study was to investigate the motivation asymmetry of students and corporate sponsors. The participants consisted of 88 cadres from the National Taiwan College of Physical Education and 20 corporate sponsors of NTCPE campus sports activities. The instrument was adapted from Han’s (1994) “Questionnaire of Corporate Sponsorship Motivation”. The surveys were administered from 17th to 31st of January, 2011 (the response rate was 90%). The statistical techniques included descriptive statistics, independent sample t-test, one-way ANOVA and chi-square analysis. The following results were discovered. First, the main factors that influenced corporate sponsorship motivation were advertisement and corporate image. Students thought that increased visibility, good image, and promotional methods were important motives, yet corporations thought that it was important to maintain public relations to provide good consumer confidence and good corporate image. In consumption behavioral decision, students thought that it was more important to increase products purchase, sales volume, and purchase volume. Second, there was significance among students and corporations with advertisement and corporate image, consumption behavioral decision. Third, there was no significance in sponsor curriculum, responsible for sponsor works, with advertisement and corporate image, consumption behavioral decision. Fourth, there was a significant difference among consumption behavioral decision and the duration of sponsorship; post-hoc procedure revealed that the sponsorship period of 1-3 years was valued more than 4-6 years. Based on the results, it is suggested that students should provide corporation with contact opportunities and corporate can strengthen sponsors needs assessment, in order to decrease sponsorship motivation asymmetry and ultimately enhance sponsorship benefits.
期刊論文
1.王忠茂、黃彥翔(20090600)。大專院校體育室運動管理經營理念與運動賽會行銷。大專體育,102,60-67。new window  延伸查詢new window
2.謝靜瑜(20110600)。大專籃球聯賽 (UBA) 公共關係策略分析。休閒與社會研究,3,191-201。new window  延伸查詢new window
3.Apostolopoulou, A.、Papadimitriou, D.(2004)。“Welcome home”: Motivations and objectives of the 2004 grand national Olympic sponsors。Sport Marketing Quarterly,13(4),180-192。  new window
4.Farrelly, F.(2010)。Not playing the game: Why sport sponsorship relationship break down。Journal of Sport Management,24(3),319-337。  new window
5.O’Reilly, N., Lyberger, M., McCarthy, L.,Seguin, B., and Nadeau, J.(2008)。Mega-special-event promotions and intent to purchase: A longitudinal analysis of the super bowl。Journal of Sport Management,22(4),392-409。  new window
6.Miloch, Kimberly S.、Lambrecht, Keith W.(2006)。Consumer Awareness of Sponsorship at Grassroots Sport Events。Sport Marketing Quarterly,15(3),147-154。  new window
7.Crompton, J. L.(2004)。Conceptualization and alternate operationalizations of the measurement of sponsorship effectiveness in sport。Leisure Studies,23(3),267-281。  new window
8.陳志成、柯彥惠(20040800)。國際排球總會(FIVB)六大賽事贊助計畫之探討。大專體育,73,67-73。new window  延伸查詢new window
9.詹俊成、程紹同(20091200)。2008年北京奧運會全球合作夥伴贊助活化策略之探討--以韓國三星電子為例。中華體育季刊,23(4)=91,158-165。new window  延伸查詢new window
10.蕭嘉惠(20040600)。臺灣地區觀眾賽會贊助認同之比較研究。大專體育學刊,6(2),79-91。new window  延伸查詢new window
11.Copeland, R.、Frisby, W.、McCarville, R.(1996)。Understanding the sport sponsorship process from a corporate perspective。Journal of Sport Management,10(1),32-48。  new window
12.Furst, A. S.(1994)。A case study of how one company uses sponsorship to reach a female audience。Sport Marketing Quarterly,3(2),35-45。  new window
13.Irwin, R. L.、Asimakopolus, M. K.(1992)。An Approach to the evaluation and selection of sport sponsorship proposals。Sport Marketing Quarterly,1(2),43-51。  new window
14.McCarville, Ronald E.、Copeland, Robert P.(1994)。Understanding sport sponsorship through exchange theory。Journal of Sport Management,8(2),102-114。  new window
15.黃煜(20100600)。運動贊助活化策略之探討。中華體育季刊,24(2)=93,122-131。new window  延伸查詢new window
16.余宗龍、陳忠誠、詹彩琴、周建智(20050600)。運動用品廠商贊助體育活動對運動消費者影響之研究:以2004 Adidas鬥牛王朝高中校園三對三籃球賽為例。大專體育學刊,7(2),47-58。new window  延伸查詢new window
17.吳章明、邱祖賢、黃榮松(20050900)。企業贊助運動賽會之個案研究:以2003年第九屆東方錶盃大專網球賽為例。大專體育學刊,7(3),91-100。new window  延伸查詢new window
學位論文
1.孫源宏(2008)。HBL獲得企業贊助效益之研究(碩士論文)。中國文化大學,臺北市。  延伸查詢new window
2.韓大衛(1994)。企業贊助大專運校運動代表隊的動機與學生對企業贊助的認知及贊助效果之研究(碩士論文)。國立體育學院體育研究所,桃圜縣。  延伸查詢new window
3.黃淑汝(1999)。台灣地區職業運動贊助管理之研究(碩士論文)。國立交通大學。  延伸查詢new window
4.馮義方(1999)。企業對運動贊助行為之研究(碩士論文)。國立政治大學,臺北市。  延伸查詢new window
5.蕭嘉惠(1995)。運動組織與企業組織經理人對贊助運動考量因素之比較研究(碩士論文)。國立台灣師範大學,臺北市。  延伸查詢new window
圖書
1.邱炳坤、李建興、王瓊霞(譯)(2010)。運動贊助。臺北市:五南。  延伸查詢new window
2.Scheiber, A. L.(1994)。Lifestyle and event marketing。New York:McGraw Hill。  new window
3.Howard, D. R.、Crompton, J. L.(2004)。Financing sport。Morgantown, WV:Fitness Information Technology。  new window
4.程紹同(1998)。運動贊助策略學:未來企業行銷新趨勢。臺北:漢文書局。  延伸查詢new window
5.程紹同(2001)。第5促銷元素:運動贊助行銷新風潮。臺北:滾石文化。  延伸查詢new window
其他
1.孫震宇(20110326)。長期贊助體育不遺餘力國華人壽獲行政院體委會表揚,http://edn,gmg.tw/article/view,isp?aid=73541。  延伸查詢new window
2.(20110326)。第一屆「體育推手獎」國泰人壽等獲獎,http://iservice.libertvtimesxom.tw/liveNews/news.php?no=307683andtvpe=%E5%8D%B 3%E6%99%82%E6%96%B0%E8%81%9E。  new window
3.IEG(2011)。Sponsorship Spending: 2010 Proves Better Than Expected; Bigger Gains Set For 2011,http://www.sponsorship.com。  new window
 
 
 
 
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