A Study on Sport Sponsorship and Relationship Marketing on Chinese Professional Baseball League Brother Elephants Fans － A Confirmatory Model

• Main Authors: Chen Hsin-Chung, 陳信中
• Other Authors: 戴遐齡
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/11749040086438265726

碩士 === 臺北市立教育大學 === 體育學系碩士班 === 95 === The purpose of this study was to research the sport sponsorship and relationship marketing model from the fans of Chinese Professional Baseball League Brother Elephants. A self-developed questionnaire was administered to 413 Brother Elephants fans. By using LISREL 8.51 and SPSS 10.0 Package Software, the obtained data was analyzed by confirmatory factor analysis (CFA), descriptive statistic, one-way RMANOVA, LSD post-hoc method, t-test and structural equation modeling (SEM). The results of this study were as follows: 1.By CFA, Chinese Professional Baseball League Brother Elephants fans to sport sponsorship and relationship marketing questionnaire possessed reliability and validity. 2.The differences between the factors of “sport sponsorship” were: the highest was “identification attribution”; the second position was “famous attribution”; the third position was “intention attribution”; the lowest was “consistence attribution”. 3. The differences between the factors of “relationship benefits” were: “confidence benefit” as the first grade; “social benefit” as the second grade; “special treatment benefit” as the third grade. 4. The differences between the factors of “relationship quality” were: “trust” as the highest; “relationship commitment” as the lowest. 5. The differences between the factors of “relationship outcomes” were: “loyalty” as the first grade; “word-of-mouth” as the second grade. 6. The sport sponsorship to relationship marketing model passed the threshold standards and fitted the data.