The benefit of Enterprises' Sponsoring Avocational First Division Baseball Team--Taichung Vee Baseball Team as an Example

• Main Authors: Chen Shao-Chen, 陳劭宸
• Other Authors: Chen Wei-Chih
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/64206725359257808377

碩士 === 國立臺灣體育運動大學 === 休閒運動管理研究所 === 99 === 　　Taiwan baseball team's consecutive defeats in the Beijing Olympic Games and in World Baseball Classic made Sports Affairs Council drive the plan of prospering baseball and urge the enterprise to retrieve Taiwan's reputation of having baseball as the national ball game, which making the enterprise an substantial role in the baseball game. This study investigates the benefit of enterprises' sponsoring avocational first division baseball teams and takes Taichung Vee Baseball Team as the example. With 537 baseball audience who live in Taichung and realize VeeTIME sponsors Taichung baseball team as the subject, this study examines the audience's impression, preference, aw well as buying inclination, and the awareness of Taichung baseball team. Descriptive statistics, item analysis, factor analysis, reliability and validity analysis, independent-sample T test, one way ANOVA, regression analysis are carried out on the data collected by SPSS statistics software and the results are as below. 1.The basic make-up of fans keeps same after“Black Elephant Affair”, but the number of fans who do not support certain team raises. 2.Participants mainly live in the districts near baseball fields, and the nearer baseball fields, the more participants. 3.Participants show high interests and recognition for Taichung city Government's developing physical training. 4.Impression, preference,buying inclination, and awareness of Taichung baseball games of fans of Sinon Bulls team appear to be apparent. 5.Buying inclination of consumers who are using products of VeeTIME is higher than that of those who do not use. 6.Enterprises' sponsoring Taichung baseball games helps raise consumers' impression and preference on enterprises. 7.Impression and preference on enterprises have influence on consumers' buying inclination of sponsoring enterprises' products. 8.The length of inhabiting has influence on awareness of Taichung baseball games. 　　At last, after realizing the benefit of sponsoring, this study offers relating suggestions according to the results, as the reference for VeeTIME and other enterprises ready to sponsor avocational baseball teams and follow-up researchers who focus on sports marketing.