程紹同王振宇2019-09-052016-8-172019-09-052011http://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=id=%22GN0698310275%22.&%22.id.&http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/107826本研究之目的在於瞭解、分析臺灣運動贊助碩士論文內容之數量、相關聯情形，並以民國81~98年所發表過的135篇臺灣運動贊助碩士論文為資料蒐集對象，本研究採用內容分析法為主要研究方法，並以自編之「臺灣運動贊助碩士論文內容分析登錄表」為研究工具，運用次數分配以及百分比分析進行資料處理。本研究結果發現如下： 一、碩士論文研究現況方面：各年度碩士論文總數量，自民國87年後開始呈現明顯增加的趨勢；碩士論文大部分集中於北部地區；臺灣有6所主要研究運動贊助碩士論文的中心學校。 二、研究主題方面：最主要的研究主題為「競賽與活動贊助」。 三、研究目的方面：最主要的研究目的為「敘述性研究」。 四、研究方法與質量研究法方面：最主要的研究方法為「問卷調查法」、「訪問調查法」以及「個案研究法」，最主要的質量研究法為「量化研究法」。 五、統計方法方面：使用次數最多的統計方法是「次數分配及百分比計算」、「平均數及標準差」及「因素分析與信度分析」。 根據本研究結論，提出以下五點建議： 一、擴充運動贊助研究主題的研究領域。 二、充實研究目的的廣度。 三、增加研究對象的區域。 四、加強研究方法與統計方法的訓練。 五、進行其他體育運動學門及不同資料類型之內容分析。The purposes of this study were to understand and analyze the contents and the status of the development of 135 master’s theses in sport sponsorship during 1992-2009 in Taiwan. The Content Analysis was used as the study’s main research method. The instrument “content analysis checklist of master’s theses in sport sponsorship in Taiwan” was used to collect data. The data was statistically analyzed in terms of Frequency Distribution and Percentage. The results showed as follows: 1. The total number of master’s theses in sport sponsorship has been growing significantly since 1998. The total number of master’s theses in sport sponsorship in different areas has been in unbalanced distribution. There were six major universities playing the key roles in terms of sport sponsorship research. 2. The main research theme of the master’s theses was sport event sponsorship. 3. The main research purpose was descriptive research. 4. The main research methods were Questionnaires, Interviews, and Case Studies and most researches were using quantitative research method. 5. The mostly-used statistical methods were Times Frequency& Percentage Calculation, Average & Root-Mean-Square Deviation, and Factor Analysis and Reliability Analysis. Based on the conclusion, there are 5 advices as follows: 1. To expand the research field in sport sponsorship. 2. To strengthen the extent of research purpose. 3. To develop international sport sponsorship research. 4. To improve the training of research and statistic methods. 5. To analyze other sport curriculum and literature by content analysis.運動贊助碩士論文現況分析Sport sponsorshipMaster thesesContent analysis