頁籤選單縮合
題 名 | 企業贊助藝文活動的動機因素之研究=Survey on Corporate Motivations for Culture and Arts Sponsorship |
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作 者 | 陳以亨; 林瑩滋; 李星美; | 書刊名 | 輔仁管理評論 |
卷 期 | 11:1 2004.03[民93.03] |
頁 次 | 頁33-51 |
分類號 | 553.9 |
關鍵詞 | 企業贊助; 企業贊助動機; Corporate sponsorship; Corporate motivations for sponsorship; |
語 文 | 中文(Chinese) |
中文摘要 | 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。 |
英文摘要 | 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. |
本系統中英文摘要資訊取自各篇刊載內容。