運動網站品牌與贊助品牌一致性研究

The Congruence of Sports Websites Brands and Sponsor Brands

本研究探討運動網站與贊助品牌之間的品牌形象一致性對消費者的贊助品牌態度、贊助廣告態度及運動網站態度的影響，並同時加入對運動賽事涉入程度干擾作用的探討。本研究針對一千零六十三位網路使用者進行態度的測量。研究結果發現品牌形象一致性會對贊助品牌態度、贊助廣告態度及運動網站態度產生顯著的正面影響，但運動賽事涉入程度並未產生顯著的干擾作用。本研究提供有意贊助運動網站的業者與運動網站本身作為參考，並給予後續研究者在研究上的建議。

This study aims to investigate the influences of brand image congruence on consumers' attitudes toward the sponsor brands, advertisements, and the sports websites. It also examines the moderating effects of different levels of sports involvement. 1063 Internet users are surveyed. The results of this study show that higher level of brand image congruence results in more positive attitudes toward the sponsor brands, advertisements, and the sports websites. However, different levels of sports involvement do not significantly moderate the influences of image congruence on attitudes. This study offers some implications to sports websites and those who intend to sponsor sports websites, and provides suggestions for future research.