The Study of Spectators’ Recognition from Sponsorship Effects to The Sponsors – The Case Study of The 3rd Super Basketball League
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 60...
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ndltd-TW-094FJU005670282015-12-18T04:03:46Z http://ndltd.ncl.edu.tw/handle/77387339244882202777 The Study of Spectators’ Recognition from Sponsorship Effects to The Sponsors – The Case Study of The 3rd Super Basketball League 運動賽會現場觀眾參與行為與企業贊助效益認知之研究—以第三季超級籃球聯賽為例 Wu, Cheng-Chi 吳正奇 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. Chen, Hung-Yan 陳鴻雁 2006 學位論文 ; thesis 133 zh-TW |
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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.
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author2 |
Chen, Hung-Yan |
author_facet |
Chen, Hung-Yan Wu, Cheng-Chi 吳正奇 |
author |
Wu, Cheng-Chi 吳正奇 |
spellingShingle |
Wu, Cheng-Chi 吳正奇 The Study of Spectators’ Recognition from Sponsorship Effects to The Sponsors – The Case Study of The 3rd Super Basketball League |
author_sort |
Wu, Cheng-Chi |
title |
The Study of Spectators’ Recognition from Sponsorship Effects to The Sponsors – The Case Study of The 3rd Super Basketball League |
title_short |
The Study of Spectators’ Recognition from Sponsorship Effects to The Sponsors – The Case Study of The 3rd Super Basketball League |
title_full |
The Study of Spectators’ Recognition from Sponsorship Effects to The Sponsors – The Case Study of The 3rd Super Basketball League |
title_fullStr |
The Study of Spectators’ Recognition from Sponsorship Effects to The Sponsors – The Case Study of The 3rd Super Basketball League |
title_full_unstemmed |
The Study of Spectators’ Recognition from Sponsorship Effects to The Sponsors – The Case Study of The 3rd Super Basketball League |
title_sort |
study of spectators’ recognition from sponsorship effects to the sponsors – the case study of the 3rd super basketball league |
publishDate |
2006 |
url |
http://ndltd.ncl.edu.tw/handle/77387339244882202777 |
work_keys_str_mv |
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