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題名：企業贊助藝文活動的動機因素之研究
書刊名：輔仁管理評論
作者：陳以亨 引用關係／林瑩滋／李星美
作者(外文)：Chen, I-heng／Lin, Ying-tzu／Lee, Hsin-mei
出版日期：2004
卷期：11:1
頁次：頁33-51
主題關鍵詞：企業贊助；企業贊助動機；Corporate sponsorship；Corporate motivations for sponsorship
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:4
  • 點閱點閱:61
企業贊助在國際或國內都有相當程度的普遍性。近十年來，全球企業對藝文活動的贊助金額成長近五倍之多。根據文馨獎資料顯示，臺灣企業贊助藝文活動之金額，每年皆超過十億元，這對臺灣的藝文環境而言，是一重要的經費來源。本研究採用問卷調查方式，以國內製造業、金融業及服務業共242個大型企業為研究樣本，探討企業贊助藝文活動之動機因素，並比較不同產業別在贊助動機、贊助程度和贊助行為上的差異。 結果發研究的企業對象六成以上有贊助藝文活動的經驗，贊助藝文活動的動機可分為「提倡藝文活動」、「企業實質利益」、「回饋與社會責任」及「企業無形利益」四項。其中贊助次數、贊助意願與「提倡藝文活動」及「善盡企業社會責任」兩項動機有顯著正向關係，而與社會大眾接觸較高的金融業及服務業其贊助次數及意願都顯著大於製造業。
No matter in the international or local market, corporate sponsorship becomes more and more and more prevalent. In the near ten years, the global sponsorship amount has grown up almost five times. According to the “Wen Hsin Awards” statistics, the corporate sponsorship amount of culture and arts activities exceeds N.T. one billion every year. To the urgently developing environment of culture and arts in Taiwan, corporate sponsorship is important among the sources of operating funds. This research reports the results of a total 242 questionnaire respondents, including manufacturing, finance and service industries, and over sixty percent of them have sponsored in the past twelve months. The corporate motivations embrace “promoting culture and arts development”, “commercial benefits of sponsorship”, “taking corporate social responsibility”, and “intangible benefits of sponsorship.” Companies with stronger motivations to promote culture activities or to take corporate social responsibility sponsor more and more incline to sponsor. Further, results indicate finance and service companies belonging to highly public contact industries are significantly different from manufacturing ones on the frequency of sponsorship and intention to sponsor.
期刊論文
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39.Sandler, D. M.、Shani, D.(1993)。Sponsorship and the Olympic Games: The Consumer Perspective。Sport Marketing Quarterly，2(3)，38-45。  new window
40.Wood, Donna J.、Jones, Raymond E.(1995)。Stakeholder mismatching: a theoretical problem in empirical research on corporate social performance。The International Journal of Organizational Analysis，3(3)，229-267。  new window
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會議論文
1.Cunningham, Peggy、Tatlor, Shirley、Reeder, Carolyn(1993)。Event Marketing: The Evolution of Sponsorship from Philanthropy to Strategy Promotion。The Sixth Conference on Historical Research in Marketing and Marketing Thought。East Lansing, MI：Michigan State University。407-425。  new window
2.Cegarra, J.(1994)。La Place du Sponsoring dans la Strategy Marketing de l'entreprise。The AFM/CERIAM Research Seminar，(會議日期: 1994/03)。Chambery, France。1-11。  new window
研究報告
1.Sedmak, Marina(1989)。Corporate Sponsorship of the Fine Arts in Today's Marketing Mix。Cleveland State University。  new window
2.郭崑謨(1992)。企業公共關係與企業形象之研究。  延伸查詢new window
學位論文
1.鄭展瑋(1999)。企業贊助文化藝術事業之研究(碩士論文)。國立臺灣大學。  延伸查詢new window
2.Copeland, R. P.(1991)。Sport Sponsorship in Canada: A Study of Exchange between Corporate Sponsors and Sport Group(碩士論文)。University of Waterloo，Ontario, Canada。  new window
3.盧焰章(1993)。臺灣地區大型企業對運動贊助之研究(碩士論文)。國立體育學院。  延伸查詢new window
圖書
1.Kinder, Ltdenberg, Domini & Co. Inc.(1999)。Socrates: The Corporate Social Ratings Monitor。Cambridge, MA：Kinder, Lydenberg, & Domini Co. Inc.。  new window
2.Feldman, Robert S.(1985)。Social Psychology: Theories, Research, and Applications。New York：McGraw-Hill。  new window
3.Blalock, H. M.、Wilken, P. H.(1979)。Intergroup Process: A Micro-macro Perspective。New York：Free Press。  new window
4.黃俊英(1989)。企業與社會。台北：管拓文化事業及企管顧問股份有限公司。  延伸查詢new window
5.Kotler, P.、Andreasen, A. R.、張在山(1991)。非營利事業的策略性行銷。臺北：國立編譯館。  延伸查詢new window
圖書論文
1.Galaskiewicz, J.、Rauschenbach, B.(1988)。The Corporate Cultural Connection: A Test of Interorganizational Theories。Community Organizations: Studies in Resource Mobilization and Exchange。New York：Oxford University Press。  new window
2.Cohen, R.(1978)。Altruism: Human, Cultural, or What?。Altruism, Sympathy, and Helping。New York：Academic Press。  new window
3.吳靜吉、曹先進(1991)。企業贊助藝術。民國七十九年中華民國文化發展評估與展望。台北：文化建設委員會。  延伸查詢new window
 
 
 
 
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