頁籤選單縮合
題 名 | 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=The Relationship Between Sports Sponsorship by Sport Equipment Company and Sports Consumers: A Case Study of 2004 Adidas 3-On-3 Streetball Challenge |
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作 者 | 余宗龍; 陳忠誠; 詹彩琴; 周建智; | 書刊名 | 大專體育學刊 |
卷 期 | 7:2 2005.06[民94.06] |
頁 次 | 頁47-58 |
分類號 | 993.29 |
關鍵詞 | 運動贊助; 贊助效益; 購買意願; Sport Sponsorship; Sponsorship benefits; Purchase intention; |
語 文 | 中文(Chinese) |
英文摘要 | The purpose of this study was to examine the sponsorship benefits of sports events sponsored by sports equipment company. Samples included 193 selected athletes and spectators of the event. A researcher self-designed questionnaire was employed for the survey. Through statistical analyses by using descriptive statistics, independent-sample t test, one-way ANOVA and Pearson product-moment correlation, the following results were obtained. First, 94.5% sports consumers have recognized that Adidas was the major sponsor of the event. Second, subjects who could recognize the sponsor accurately had significantly higher scores of "corporative image" than subjects who could not recognize the sponsor accurately. Third, male subjects who could correctly recognize the sponsor had significantly higher scores of "purchase intention" than the female ones. Fourth, athletes who could correctly recognize the sponsor had significantly higher scores of "corporative image" and "purchase intention" than spectators who could correctly recognize the sponsor. Fifth, the athletes' competition experience of participating in this event had significant impact on "corporative product". Sixth, there was a positive correlation between perceived "corporative images" and "corporative product" for subjects who could correctly recognize the sponsor; in addition, there was a positive correlation between perceived "corporate images" and "purchase intention" for subjects who could correctly recognized the sponsor. |
本系統中英文摘要資訊取自各篇刊載內容。