The Spectators’ Attitudes Toward the Corporate Sponsorship Benefits in Sports Events: An Example of UBA 2012

• Main Authors: WU, CHENG-LIN, 吳政霖
• Other Authors: HUANG, REN-MIN
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/94705281774290945893

碩士 === 國立屏東教育大學 === 體育學系碩士班 === 101 === Summary The purpose of this research was to understand the attitudes from the spectators of University Basketball Association (UBA) toward corporate sponsorship and present situation of the sponsorship’s benefit in the sports events. The study also analyzed the different spectators’ backgrounds toward the differences between spectators’ attitudes and the sponsorship’s benefit. In the end, it further explored the correlation between the attitude of spectators and the corporate sponsorship’s benefit in sports events. The study applied Questionnaire Survey and the spectators who watched the UBA 2012 were surveyed. By convenience sampling, there were 400 questionnaires and 395 questionnaires were retrieved. The effective questionnaire ratio was 98%. Data were analyzed by descriptive statistics, t-test, one-way ANOVA, and canonical correlation. The results were found as followings. 1. The university basketball association spectators have nicer attitude toward corporate sponsorship and the sponsors gain better benefits. 2. There were significant differences in spectators’ corporate sponsorship attitudes by their different ages, hours they spent on watching sports TV program per week, and if they have ever noticed sponsors in the UBA. 3. There were significant differences in spectators’ corporate sponsorship benefits by their different ages, education levels, hours they spent on watching sports TV program per week, and if they have ever noticed sponsors in the UBA. 4. Positive correlation were found between the spectators’ attitudes toward corporate sponsorship and the sponsorship benefits.