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題 名 | 運動賽會贊助效益之實證研究=The Effectiveness of Sponsorship on Sport Event |
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作 者 | 蔣宜龍; | 書刊名 | 國立體育學院論叢 |
卷 期 | 10:1 1999.10[民88.10] |
頁 次 | 頁115-128 |
分類號 | 993.13 |
關鍵詞 | 人口統計特徵; 運動習慣; 產品使用; Demographic characteristics; Sport participation; Product consumption; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究的目的在於瞭解1998年中華汽車盃國際體操邀請賽現場觀眾的人囗統計特 徵情形與分析不同運動習慣與產品使用的現場觀眾對贊助廠商的態度。並以 1998 年中華汽 車盃國際體操邀請賽之現場觀眾為研究對象, 進行問卷調查,回收有效問卷 364 份後,經 因素分析、描述統計、t 考驗與單因子變異數分析等資料統計分析後,其結果如下:一、本 次賽會現埸觀眾的背景:1. 在性別上男女差異不大 2. 年齡亦集中在青少年與成人之間 3. 婚姻方面大多數是未婚者 4. 職業集中在學生、軍公教與服務業 5. 月收入方面都在一萬元 以下或三萬至四萬元。二、不同運動習慣的現場觀眾對贊助廠商態度上沒有差異。三、不同 產品使用的現場觀眾對贊助廠商態度上有差異。 |
英文摘要 | The purpose of this study was to understand the sport event spectators' demographic characteristics, and analysis sponsor ' s attitude of spectators' sport participation and product consumption. The researcher chose" 1998 China-Motor International Gymnastic Cup" on-site spectators as the subjects of this study. The survey method was adopted for this study. The valid returned questionnaires were 364. The data was analysed by factor analysis, descriptive statistics, T-test and ANOVA. The results of this study were presented as follows: I. The spectators were: I. Sex percentages had no difference between male and female.2. Age between youth and adult.3. Most of spectators were single.4. Most of occupations were student, government-officers and services.4. Most of spectators' monthly income was under NT. 10.000 or NT.30.000 to 40.000. 2.The spectators' sport participation had no difference by their attitude. 3.The spectator' s product consumption had difference by their attitude. |
本系統中英文摘要資訊取自各篇刊載內容。