品牌信任度與競賽滿意度的關聯性研究：以2024A+文化資產創意獎為例

The Relationship Between Brand Trust and Competition Satisfaction: A Case Study of the 2024A+ Cultural Heritage Creative Award

本研究旨在探討品牌信任度與競賽滿意度之間的關聯性，特別針對2024A+文化資產創意獎的參賽者進行調查與分析。透過問卷調查法，蒐集了參賽者對主辦單位品牌信任度以及對競賽整體滿意度的評價，並運用量化分析方法來檢驗這兩者之間的關聯性。研究結果顯示，參賽者對品牌的信任度顯著影響競賽滿意度，尤其在主辦單位的信譽、競賽資訊的透明度與展覽體驗等方面有顯著的相關性。基於此，本研究建議競賽主辦單位在未來的活動中，應持續提升品牌形象與信任度，進而提升參賽者的滿意度與參賽意願。

This study aims to explore the relationship between brand trust and competition satisfaction, specifically investigating and analyzing participants in the 2024 A+ Cultural Heritage Creative Award. Through questionnaires, participants' evaluations of brand trust in the organizers and their overall satisfaction with the competition were collected, and quantitative analysis was used to examine the correlation between these two factors. The results show that participants' brand trust significantly affects competition satisfaction, particularly in areas such as the organizer's reputation, the transparency of competition information, and the exhibition experience. Based on this, this study suggests that the competition organizers should continuously enhance their brand image and trust in future activities, thereby increasing participant satisfaction and willingness to participate.