我国电视观众对体育赛事赞助认同度的比较研究

Study of Sport Event Sponsorship:TV Viewers Perceptions in Athletic Games

通过问卷调查法,对我国电视观念对企业大型体育赛事赞助的认同度进行研究。研究结果表明:(1)所有受试者对企业赞助体育赛事的三个赞助效果层面均有相当高的认同度,尤其在"赛事认同"的层面上高达86.09%;对"企业形象知名度认同"层面上也达到65.52%;此外在"购买意图"层面上则达到50.67%,仍有很大的进步空间。(2)受试者因性别、月收入、以及职业类别的不同,会影响其在"购买意图"层面上的认同程度。(3)受试者在"企业形象知名度认同"层面的认同情况,会因其学历以及观看赛事的不同而有所差异。

By the method of questionnaire consultation, this study was an attempt to ascertain if corporate involved in spon- sorship could improve product awareness, brand awareness, product image and brand image. The following conclusions were derived： （a） More than 86% audiences showed high scores in ＂Event Identification＂ ,and 65% in ＂Corporation Im- age ＆ Awareness Identification＂, 50% in Purchase Intention. （b） The background （ gender, income, occupation） of re- spondents will influence the recognition rates on sponsorship benefits of Purchase Intention. （c） The background （ degree, game） of respondents will influence the recognition rates on sponsorship benefits of Corporation Image ＆ Awareness Iden- tification.