企業贊助超級籃球聯賽效益之研究—以消費者態度之觀點

Abstract

本研究旨在瞭解企業贊助超級籃球聯賽（SBL）之效益，並進一步探討消費者對籃球的態度、消費者對贊助企業的態度、效益之認知效益、形象效益、促購效益。研究對象為2007超級籃球聯賽第四季之現場458位消費者，以自編之「企業贊助超級籃球聯賽效益調查問卷」為研究工具進行調查。根據實際調查所得資料，以描述統計、單因子變異數分析（one-way ANOVA）、簡單相關分析（simple correlation analysis）及典型相關分析（canonical correlation analysis）等統計方法處理，將研究結果綜整討論後，獲致以下結論： 一、年齡20歲以下、可支配零用金3,000元以下、觀賞的次數16次以上的女性消費者對SBL有較佳態度，認為自己是SBL的忠實支持者，且SBL對她們而言是重要的。 二、16～20歲的消費者之「認知效益」較高；16～25歲、零用金1,001～3,000元的消費者之「形象效益」較高；16～20歲、31歲以上的消費者之「促購效益」較高，會於企業贊助後增加對贊助商的喜好，並增加購買贊助商產品的傾向，且會在企業贊助SBL後增加對贊助商產品的使用率。 三、消費者態度與贊助效益間確實有典型相關關係存在，且消費者對贊助企業的「公益態度」為影響贊助效益之「認知」、「形象」、「促購」之主要因素。 根據研究結果，本研究建議企業應持續聚焦年輕消費者之市場，針對年輕族群設定活化的行銷及贊助策略，建立與消費者間的良好關係，此外也應提高SBL之知名度、加強一般民眾對SBL之認識，最後建議企業持續贊助SBL，以公益態度出發，將提升國內籃球風氣為企業之責任。

The main purpose of the study was to investigate the effects and profits of enterprises sponsoring Super Basketball League (SBL) tournaments. This study also examined: a) Consumers’ attitude towards SBL; b) Consumers’ attitude towards the sponsors, c) the change in sponsor awareness, sponsor image enhancement and consumers’ intent-to purchase. A selected audience (N=458) attending the 2007 SBL Season 4 tournaments, was used to collect data to study “The Effects and Benefits of Enterprises in Sponsoring Super Basketball league Tournaments”, through the use of a customized questionnaire we designed as our research tool.The data was analyzed with the following methods: descriptive statistics, one-way ANOVA analysis, simple correlation analysis and canonical correlation analysis. The results are listed below: 1、Female consumers under 20 yrs old, with pocket money less than 3000NT and attending games for more than 16 times have better attitude towards SBL. They consider themselves enthusiastic supporters of SBL and being knowledgeable about SBL plays an important role in their daily life. 2、Consumers between 16-20 years of age have the most positive change in awareness. Those aged in 16-20, 21-25 yrs and with pocket money between 1001-3000NT are most affected by sponsor image enhancement. Consumers between 16-20 yrs old or older than 31 yrs oldare most likely to have intent-to-purchase, for which the consumers would favor the sponsors more and tend to purchase and use products of the sponsoring enterprises. 3、There is a canonical correlation between consumers’ attitude and a sponsor’s profitability. This research shows that consumers’ knowledge of the corporate philanthropy of sponsoring enterprises could have a major influence on consumers’ change in awareness& intent-to purchase and sponsor image enhancement. This study suggests the enterprises to focus on creating positive relationship with young consumers by making flexible marketing and sponsoring strategies. Besides, the enterprises should try to make the public more knowledgeable about SBL. Finally, the researcher suggest the enterprises to keep on sponsoring SBL with philanthropic attitude and put more attention to make baseball a popular sport in Taiwan.