黃恆獎臺灣大學：國際企業學研究所陳政宏Chen, Jeng-HungJeng-HungChen2007-11-282018-06-292007-11-282018-06-292005http://ntur.lib.ntu.edu.tw//handle/246246/60575棒球可說是台灣的國球，而職業棒球在台灣也已經邁入第15個年頭，其間因職棒簽賭案、兩聯盟的惡性競爭等因素的影響，使得國內職棒經營面臨前所未見的困境。但隨著中華隊代表隊在國際間屢創佳績，旅外選手表現亮眼，以及兩聯盟的合併，沉寂了好一陣子的職棒熱潮，已逐漸復甦。「有人就有商機」是商業社會中不變的法則，隨著國內職棒運動的蓬勃發展，越來越多企業相中職棒所帶來的潛在商機，加入職棒的贊助行列，因此企業透過贊助職棒賽事以作為企業行銷工具的情形將日益普遍。然而企業在花下大把銀子取得贊助權利的同時，不只是要確立贊助所欲達到的目標，還必須仔細評估消費者的因素對企業贊助效益的影響。由於，國內目前尚未有職棒贊助效益之相關研究，因此本研究嘗試以消費者對職棒運動與職棒贊助的態度為出發點，來探討影響職棒贊助活動效益之因素為何，以期對國內的職棒運動經營者及有意參與職棒贊助活動之企業，能有所助益。 本研究以394份有效問卷為樣本，並以LISREL 進行實證分析，得出以下結論： 1. 透過二階因素分析，本研究發現球迷對職棒活動的整體觀感會受到球迷對職棒球隊與職棒球員之態度的影響。 2. 當球迷對職棒活動的整體觀感越正面，企業透過贊助活動所獲得的效益是顯著的。 3. 當球迷對贊助企業的態度越正面，球迷對該職棒活動的贊助案態度越正面，且贊助商透過贊助活動所獲得的效益更顯著。 4. 當球迷認為贊助商與職棒比賽及球隊的配適度越高時，或當贊助商與被贊助者的合作密切程度越高時，球迷對該職棒活動的贊助案態度越正面， 5. 當球迷對該職棒活動的贊助案態度越正面，則贊助商透過贊助活動所獲得的效益更顯著。 6. 職棒涉入程度對整體贊助活動及效益沒有顯著的影響。Baseball is Taiwan’s national sport and it is the fifteenth year for professional baseball in Taiwan. The operation of professional baseball games faced unprecedented difficulty and crisis due to baseball players’ involvement in gambling, cheating in the games and the fierce and vicious competitions between Taiwan Major League (TML) and Chinese Professional Baseball League (CPBL). However, as Chinese Taipei, the national baseball team, continuously creates excellent results in international baseball games, great performances by Taiwanese players in overseas leagues (MLB and NPB) and the merger of TML and CPBL, the professional baseball games have again sparked enthusiasm and fever in Taiwan. Where there are people, there are profit-making opportunities and it is the rule in commercial societies. More and more corporations find that they can reap lucrative profit from being sponsors of the professional baseball games and ultimately, professional baseball sponsorship will become more prevalent and widespread in the near future. Though corporations can attain their goals by supporting professional baseball games, they should carefully assess consumers’ effects on sponsors’ benefit. Due to the lack of current researches in the area of professional baseball sponsorship in Taiwan, this research intends to use consumers’ attitude toward professional baseball and its sponsorship as a base and find out the factors that influence the benefits of professional baseball sponsorship. The data were collected through questionnaires and there were three hundred and ninety-four questionnaires effective. The adopted analysis tool was LISREL statistical method and the induced conclusions are as follows: 1. By the second-order factor analysis, we found that the fans’ overall perception of professional baseball games is affected by their attitude toward the professional baseball teams and players. 2. When fans hold favorable attitudes toward the overall perception of professional baseball games, the firms can gain more benefits through sponsorship. 3. When fans hold favorable attitudes toward the sponsoring firms, fans will also hold favorable attitude toward sponsoring activities and moreover the firms can gain more benefits through sponsorship. 4. When the fitness or the commitment between sponsors and professional baseball teams and players is cohesive, fans will also hold favorable attitude toward sponsors’ activities. 5. When fans hold favorable attitude toward sponsors’ activities, the firms can get more benefits through sponsorship. 6. The involvement of the professional baseball does not affect the overall sponsoring activities and effects.第一章 緒論 1 第一節 研究背景與動機 1 1.1.1 棒球對於台灣的意義 1 1.1.2 台灣職棒的發展概況 1 1.1.3 企業贊助興盛 4 1.1.4 運動贊助之相關研究 5 第二節 研究目的 6 第三節 研究流程 7 第二章 文獻探討 8 第一節 運動贊助 8 2.1.1 運動贊助的定義 8 2.1.2 運動贊助的對象 11 2.1.3 運動贊助之種類及方式 11 2.1.4 運動消費者 14 第二節 運動贊助的動機與目的 15 第三節 運動贊助的考量因素 20 第四節 運動贊助效益與評估 24 2.4.1 運動贊助效益評估的方法 25 2.4.2 運動贊助之效益 27 第五節 職業棒球運動與贊助 30 2.5.1 職業棒球運動 30 2.5.2 職業棒球之贊助 31 第三章 研究方法 33 第一節 研究架構 33 第二節 研究假設 35 第三節 研究變數定義與衡量 41 第四節 研究設計 52 3.4.1 問卷設計 52 3.4.2 抽樣方法 53 第五節 統計分析方法 54 3.5.1 LISREL模型變數與參數定義 54 3.5.2 LISREL二階因素分析模型變數與參數定義 56 3.5.3 LISREL估計方法與配適度衡量 56 第四章 資料分析與研究結果 59 第一節 基本資料分析 59 第二節 衡量模式分析 64 第三節 結構關係模式分析 68 4.3.1. 本研究之LISREL模型 68 4.3.2. 模型估計結果 71 4.3.3 考量控制變數--職棒的涉入程度 81 第五章 結論與建議 88 第一節 研究結論 88 第二節 管理意涵 91 5.2.1 對企業的建議 91 5.2.2 對職棒球團的建議 92 第三節 研究限制 95 第四節 後續研究建議 96 參考文獻 97 附錄：研究問卷 102889200 bytesapplication/pdfen-US職棒二階因素分析BASEBALLSECOND-ORDER FACTOR ANALYSISthesishttp://ntur.lib.ntu.edu.tw/bitstream/246246/60575/1/ntu-94-R91724091-1.pdf