企業冠名賽會的情感依附：前因與後果之探究

Emotional Attachment to a Title-Sponsorship Sport Event: Exploring its Antecedents and Consequences

本研究依據心理連續模型理論，探討企業冠名贊助的運動賽會中，自我形象與贊助品牌一致性、心流體驗、賽會熟悉度與景點吸引力四個前置因子，是否影響參賽者的賽會情感依附；並檢視此賽會情感依附是否中介影響賽會再參加意願。樣本取自「2011年八卦山脈美利達盃&單車嘉年華」參賽者，有效問卷為155份，以偏最小平方法進行假說驗證。結果顯示賽會情感依附之前置因子間接正向影響賽會再參加意願；賽會情感依附在四個前置因子與賽會再參加意願間具部分中介效果。企業執行冠名賽會贊助，以及地方政府推動著名景點行銷時，可應用此賽會情感依附模型，建立參賽者的賽會再參加意願以及贊助者對此類消費者的品牌形象經營。

Past studies have barely investigated the antecedents and consequences of sport event attachment. Based on the Psychological Continuum Model (PCM), this study explored the impacts of participants’ self-image congruency with sponsoring brand, destination attraction, event familiarity, and flow experience on emotional attachment to an event in a title sponsorship context. Furthermore, we examined the mediating effect of emotional attachment between these four antecedents and intention to re-participate in the event. Data with 155 valid samples were collected from participants of the 2011 BaGua Mountain Merida Cup & Bicycle Festival. PLS path modeling with Smart-PLS 2.0M3 was employed to test these relationships. The results indicated that participants’ self-image congruency with sponsoring brand, destination attraction, event familiarity and flow experience have positive effects on their emotional attachment to the event, inclining them to want to re-participate. Participant emotional attachment to the event played a critical mediating role on the relationships between the four antecedents and loyalty attitude. The managerial implications of this study offer insights for both companies holding title sponsorships and local governments advancing destination marketing.