如何有效推廣賽車運動？ABC認知模式在多元運動行銷策略上的應用

How to promote motor sport effectively? An implication of the ABC cognitive model to multiple sport marketing strategies

本研究針對台灣賽車運動進行多元行銷的效益比較分析。以心理學理論為基礎，採用認知行為學派ABC認知模式來詮釋各種不同行銷策略，如何透過對個體內在心理歷程，引發其後續涉入行為。本研究採問卷調查法，結果顯示：行銷策略對認同度有正向影響，認同度對涉入有正向影響，且認同度在行銷策略與涉入間具中介效果。研究結果符應認知行為學派的ABC認知模式；即面對各種行銷策略時，個人採取因應行為表現，源於個人信念，而非事件本身所引發，認同度影響個人對行銷策略的評估，是個人涉入行為的根據。最後，本研究建議賽車運動之舉辦，應首重認同度，尤其是社會認同，多元行銷策略方能奏效。

Focusing on Taiwan's motor sport, the study tries to compare the effectiveness of multiple marketing strategies. Based on psychological theory, we adopt the ABC cognitive model of cognitive behaviorism to know how different marketing strategies invoke individual's further involvement behavior through inner mental process. The study used the questionnaire survey. The results of this study show that the marketing strategy has a positive effect on identification, and the identification has a positive impact on the involvement. Moreover, identification plays a mediating role between the marketing strategy and the involvement. The results are in line with the ABC cognitive model. Facing multiple marketing strategies, individual action-taking originally is primarily based on personal belief rather than the event itself. Therefore, it is identification that individual makes judgement on multiple marketing strategies and behaves afterforth. Finally, this study offers some suggestions to government and the organizers of motor sports. To make multiple marketing strategies work, the first priority is taking identification, especially social identification, into consideration.