2021-08-012024-05-18https://scholars.lib.ntu.edu.tw/handle/123456789/702529本研究目的主要探討運動情境中社群媒體上伏擊行銷與品牌態度和購買意願關係之調節效果，包含品牌印象、品牌知曉度和品牌個性；並探討產品類別(運動相關/非運動相關)對品牌態度和購買意願之影響效果以及自我配適度在產品類別與品牌態度和購買意願關係上之調節效果。本研究將以實驗設計方法，以觀賞性與參與性運動賽會為研究情境進行四個實驗。實驗一：參與性運動賽會情境、伏擊行銷標的為運動產品、伏擊行銷(有/無)。實驗二：觀賞性運動賽會情境、伏擊行銷標的為運動產品、伏擊行銷(有/無)。實驗三：參與性運動賽會情境、伏擊行銷處置分運動相關品牌與非運動相關品牌兩組。實驗四：觀賞性運動賽會情境、伏擊行銷處置分運動相關品牌與非運動相關品牌兩組。預計每個實驗招募100位年滿二十歲之受試者，4個研究共計400位受試者。本研究進行描述性統計分析、驗證性因素分析與二因子多變量共變數分析，以SPSS 20.0與LISREL 8.51進行統計資料分析，顯著水準訂於.05。 The purpose of this study is to explore the moderating effects of brand image, brand awareness, and brand personality on the relationship between ambush marketing (yes/no) and attitude/purchase intention toward the ambushing brand. Additionally, this study is to investigate the effect of ambushing product category (sport-related/non-sport-related) on attitude/purchase intention toward the ambushing brand; the moderating effect of self-congruity on the relationship between ambushing product category and attitude/purchase intention toward the ambushing brand. Four experimental designs will be used to perform in this study in the spectating and participatory sporting event contexts. More specifically, Experiment 1 is the scenario in which ambush marketing (yes/no) is manipulated with sport-related brand as the ambushing brand in the participatory sport event context. Experiment 2 is the scenario in which ambush marketing (yes/no) is manipulated with sport-related brand as the ambushing brand in the spectating sport event context. Experiment 3 is the scenario in which ambush marketing is manipulated with product category (sport-related/non-sport-related) as the ambushing brand in the participatory sport event context. Experiment 4 is the scenario in which ambush marketing is manipulated with product category (sport-related/non-sport-related) as the ambushing brand in the spectating sport event context. One hundred subjects aged over 20 years will be recruited in each experiment with a total of 400 subjects for the entire study. Descriptive statistics, confirmatory factor analysis and 2-way MANCOVA will be conducted for data analysis using SPSS 20.0 and LISREL 8.51 with significance level of 0.05.運動賽會參與性運動觀賞性運動伏擊行銷運動贊助sport eventparticipatory sportspectator sportambush marketingsport sponsorship