職業球賽促銷活動與觀看意願研究

The Effects of Promotion Events to SBL Spectators’ Intention

SBL超級籃球賽事的競爭力提高，SBL超級籃球賽事收入主要來自觀眾人數與門票收入，如何維繫現有球迷入場率，並增加消費者投入球賽中，為SBL超級籃球賽事主要目標，場間活動內容能否提升球迷進場觀看的慾望亦為議題之一。觀眾對於場間活動認知是否影響贊助商獲取效益，廠商從球賽中包裝活動廣告的方式切入消費市場，與消費者進行溝通交流，能否鞏固消費者對產品或企業正面印象與評價。本研究以215份有效問卷為樣本，並以SPSS中的Pearson相關雙變數分析進行假設驗證，進而探討不同變項中，現場觀眾對賽程活動型態的期望以及廠商從中獲取商業利益的影響及效益。從研究結果顯示，現場觀眾對贊助商的活動認知對其滿意度、活動安排與消費者入場率、透過企業贊助籃球賽影響企業形象、透過企業贊助棒球賽影響企業效益皆具有正相關。

The increases of competition, revenues from spectators’ numbers audiences and tickets, maintenance of basketball fans entrance rate and expenditures from audiences during watching basketball games are the major objectives of SBL. In addition, how promote intentions of basketball fans to watch the games are also an issue. The perceptions of activities from audiences during the game will influence the sponsors’ benefits. The sponsors also consider utilizing adverting activities packaging during the basketball game to cut in and communicate the consumer market so that they can obtain positive image and assessment from consumers. The study used 215 valid questionnaires as samples and Pearson correlation analysis to test hypotheses. The study further explores the spectators’ expectations of sport scheduling activities types and their effects and benefits to the sponsors. The results show that spectators’ satisfaction to sponsors’ activities perceptions, activities arrangements, and entrance rate are positively related to sponsors’ image and benefits.