The Study of Spectators’ Recognition from Sponsorship Effects to The Sponsors – The Case Study of The 3rd Super Basketball League

• Main Authors: Wu, Cheng-Chi, 吳正奇
• Other Authors: Chen, Hung-Yan
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/77387339244882202777

碩士 === 輔仁大學 === 體育學系碩士班 === 94 === The purpose of the study was to assess the spectators’ recognition from sponsorship effects of the sponsors in 3rd Super Basketball League. Volunteer spectators were asked to respond to a self–made questionnaire. The total numbers of questionnaires were given to 600 people to answer and the valid ones were 521, which is 86.83% in accurate ratio. All the data of valid samples were analyzed by descriptive statistics, factor analysis, reliability analysis, Pearson product-moment correlation, independent t test, one-way ANOVA, Square statistics and Scheffe’s Post-Hoc. The findings were as the following: 1. Most of the audiences of Super Basketball League were high school female students, who almost stand for a certain team but were not used to playing basketball. 2. There was no significant difference between different genders and their impression of a corporate image, their willingness to buy a product and their recognition for a brand. 3. There was a significant difference among audiences from different ages, educational background, occupation, attitude toward standing for a certain team and in the habits of playing basketball with their impression of corporate image, their willingness to buy a product and their recognition for a brand.