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題名：社會資本對贊助商與運動組織交換關係之影響研究
作者：徐嘉良 引用關係
作者(外文)：Chia-liang Hsu
校院名稱：中原大學
系所名稱：企業管理研究所
指導教授：王如鈺
學位類別：博士
出版日期：2012
主題關鍵詞：社會資本；交換理論；運動行銷；運動贊助；Sport Sponsorship；Social Capital；Exchange Theory；Sport Marketing
原始連結：連回原系統網址new window
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本研究社會資本觀點來探討贊助商與運動組織之交換關係。本研究使用複迴歸及階層迴歸分析法來檢定研究的五個假設。研究樣本為中華職業棒球大聯盟、超級籃球聯賽及大專籃球聯賽的贊助商合計66家，有效回收樣本共46份(有效回卷率70%)。研究結果顯示：
一、透過訪談分析，大多數贊助商與被贊助球隊成員間有直接或間接連結。
二、贊助效益的構面中，有形的贊助效益對贊助滿意度有顯著的正向影響。
三、贊助考量的構面中，贊助商與球隊的配適對贊助滿意度有顯著的正向影響。
四、贊助效益與贊助滿意度的關連上，社會資本具有正向的調節作用。
五、贊助商再贊助的意願上，以非經濟的滿意因素具有顯著影響。
根據研究結果，本研究建議在運動贊助的交換過程中，運動比賽及明星是此一交換的核心產品，因此運動組織在尋找贊助商時的首要任務在提高球賽的精彩度及吸引力。其次，為提升贊助商與球隊的配適，運動組織可以運用邏輯上或策略上的連結，來提高球隊與贊助商的一致性。最後，運動組織可以加強與贊助商的人際互動及建立信任及承諾來維繫雙方的社會連結。
This study used the concept of social capital to discuss the exchange relations between sponsors and sport organizations. This study used multiple regression and hierarchical regression analyses to test five hypotheses. 46 sponsors of CPBL, SBL, and UBA teams were recruited as participants (response rate 70%). The results were as follows:
1. From the in-depth interviews, most sponsors had direct or indirect relationship with the team staff.
2. Among sponsorship benefits, tangible benefits had significant positive effect on sponsorship satisfactory.
3. Among sponsorship considerations, sponsor-team fit had a significant positive influence on sponsorship satisfactory.
4. Social capital moderated the relationship between sponsorship benefits and sponsorship satisfaction.
5. Non-economic satisfaction had significant positive influence on sponsor’s renew intention.
Based on the results, this study suggested that the core product of sport sponsorship for exchange is games and stars, hence increasing the excitement and attraction of sport would be the most crucial factor to prompt their sponsorship. In order to improve “sponsor-team fit”, it can be established through either a logical link or strategic link between sponsor and event. As for social capital, managers can facilitate this relationship by enhancing social interaction ties, and by building trust and commitment to sustain the social connection.
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