運動贊助對品牌認同與購買意圖之影響

The Impact of Sports Sponsorship on Brand Identification and Purchase Intention

本研究以自由車環台賽為背景，台灣自行車隊品牌為例，目的在了解廠商是否能透過贊助活動而影響消費者對該企業品牌的認同度與購買意圖。包括四個研究問題：(1)消費者對被贊助團隊的認同度(團體認同)如何影響其對贊助商品牌的認同度(品牌認同)?(2)消費者的團隊認同與品牌認同是否分別影響其對該品牌的購買意圖?(3)消費者的團隊認同與購買意圖之間的關係是否透過品牌認同的中介作用?(4)不同贊助方式(長期vs.單次)是否對團體認同、品牌認同與購買意圖產生影響?本研究以問卷收集資料，共收集209份有效問卷。以變異數、相關及迴歸分析進行假設驗證，結果顯示，團隊認同顯著影響品牌認同，團隊認同與品牌認同對購買意圖有顯著正向的影響，品牌認同具部分的中介效果。然而贊助方式的不同對團隊認同、品牌認同及購買意圖未有顯著差異。這些研究結果為行銷策略提供了寶貴的洞見，幫助行銷人員更深入了解台灣消費者對於運動贊助的行為及規劃贊助策略的參考。

This study examines the impact of sports sponsorship on brand identification and purchase intention. Analyzing Taiwanese cycling teams within the Tour de Taiwan, it investigates: (1) how consumers’identification with the sponsored team affects their brand identification, (2) whether both identifications independently affect purchase intention, (3) whether brand identification mediates the relationship between team identification and purchase intention, and (4) what are the effect of sponsorship type (long-term vs. single-event) on these factors. Data was collected through a questionnaire survey, yielding 209 valid responses. Hypothesis testing was conducted using ANOVA, correlation, and regression analysis. Results indicate that group identification significantly influences brand identification, and both group identification and brand identification have a significant positive impact on purchase intention. Brand identification also exhibits partial mediating effects. However, sponsorship type showed no significant impact on group identification, brand identification, or purchase intention. These insights inform marketing strategies for understanding consumer behavior towards sports sponsorships.