The Impact of Sponsorship Strategy on Consumer Purchase Intention

[[abstract]]摘要 企業贊助運動、藝術、文化、公益等活動與事件，在過去15至20年間成長十分迅速。在今日，幾乎每一種公開活動都受到不同形式的贊助，對贊助的相關研究，亦持續受到學術界的重視。運動因其可塑造強烈形象，擁有為數眾多的國際性觀眾，且適合每一社會階層，更成為贊助不可或缺的領域。過去對贊助的研究多著重於探討贊助的本質、贊助在管理方面的應用、贊助策略的運用與效果的衡量、以及贊助在法律及道德上的考量。針對贊助如何透過消費者的心理過程而影響行銷績效的研究較為缺乏。本研究基於此一研究缺口，試圖透過理論探討，再佐以實際調查以了解企業的贊助策略如何透過消費者的團體認同與品牌認同而影響其對贊助商產品的購買意圖。 本研究實證部分以網路問卷及紙本問卷兩種方式併行，共回收200份有效問卷，統計分析結果發現：（一）、廠商的不同贊助方式對消費者的團體認同（對被贊助標的認同）、品牌認同（對贊助品牌的認同）、及購買意圖（購買贊助品牌的意圖）之影響並無顯著差異；（二）、消費者對被贊助標的的認同度與其對贊助品牌的認同度有顯著正向關聯；（三）、消費者對贊助品牌的認同度與其購買該品牌的意圖有顯著正向關聯。 本研究的結果可以幫助企業行銷經理人了解消費者對贊助活動的心理與行為反應，作為規劃贊助策略的參考，以獲致行銷的最終目的－－促進銷售。本研究最後根據研究結果討論行銷管理意涵，並對學術界與企業界提供若干建議與未來研究方向。[[abstract]]ABSTRACT In the last 15 to 20 years corporate sponsorship of sports arts cultural and philanthropic activities and events has grown dramatically In recent years almost every public activity or event has been sponsored in various forms and academic research on sponsorship remains important Sports as it can carry strong image has a mass international audience and is approachable for every social class has been an important object of sponsorship activities Previous research on sponsorship had been focused on the nature managerial application strategic leverage and measurement of sponsorship as well as its legal and ethical considerations Despite these research regarding how sponsorship works in the minds of consumers and in turn influences marketing performance is relatively sparse Aimed at covering this research gap and based on theoretical underpinnings and an empirical survey this study attempts to exam the impact of corporate sponsorship strategy on consumer purchase intention via team identification and brand identification The empirical survey was conducted through Internet and printed questionnaire On the basis of a sample of 200 consumers who have membership iii in any bicycle race clubs or are interested in bicycle races the statistical analysis of the study showed that: (1) The types of corporate sponsorship were not significantly related to consumers’ team identification (identification with sponsored entity) brand identification (identification with the sponsor’s brand) and purchase intention toward the sponsor’s products (2) Team identification was significantly and positively related to brand identification (3) Brand identification was significantly and positively related to purchase intention to the sponsor’s products The findings of the study can provide corporate marketing managers a well understanding on consumers’ attitude and behavior in response to sponsorship activities references for planning sponsorship strategies and a chance of achieving their marketing target—sales increase The study finally discussed marketing management implications of these findings and provided directions for future researc