衛星球迷之贊助商商品購買行為： 以2022卡達世界盃為例

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Title:	衛星球迷之贊助商商品購買行為：以2022卡達世界盃為例 Purchase Intention of Sponsor’s products by satellite Fans: Evidence from Qatar World Cup
Authors:	曾裕翔
Contributors:	國際貿易學系
Keywords:	衛星球迷體育贊助卡達世界盃運動涉入球隊依戀贊助行為 satellite fans sport sponsorship Qatar World Cup sport involvement
Date:	2023
Issue Date:	2024-03-07 15:15:18 (UTC+8)
Abstract:	2022年國際足總世界盃，為新冠疫情趨緩後首屆人口參與總數最大的世界運動盛事。四年一度的世界盃引爆了許多關注熱潮以及事件行銷的商機，球迷除遠赴卡達朝聖實際觀賽外，更有為數眾多的衛星球迷，散居世界各地，透過各式直播及網際網路平台共襄盛舉各種線上社群媒體獲取有關於自己喜愛球隊的消息及照片抑或是許多明星球員的動向。本研究聚焦在體育贊助行銷的背景下，思考影響贊助效果的各項因素，包含體育涉入、觀賽依戀、球隊依戀、喜愛球隊表現、贊助商本地知名度、贊助品牌印象等六項構面，研究採用問卷調查法，取得273份問卷，利用結構方模型，驗證各項假說，研究結論顯示，共有四項假說獲得支持。「球隊依戀影響贊助商態度」、「喜愛球隊表現影響贊助商態度」、「贊助商品牌印象正向影響贊助商態度」，及「贊助商態度將對贊助商品購買意圖產生正向影響」及「贊助商態度將對贊助商品口耳相傳產生正向影響」兩項子假說均獲得支持。另外，在贊助商相關構面中，「贊助商品牌印象」與「贊助商本地知名度」兩變數相比較，僅有前者顯著正向影響對贊助商的態度。總體而言，我們從支持的假說中，得到些重要結論:贊助商態度將對贊助商品口耳相傳產生正向影響；球隊依戀對贊助商的態度產生正向影響。最後，研究得出一旦消費者對贊助商形成正面的態度，在此情境下，既可提高購買意願，並且驅動口耳相傳。本研究也探討中介效果，其中球隊依戀及球隊表現和贊助商品牌印象獲得支持具中介效果。本研究的結果將有助於贊助商在運動行銷中制定更有效的策略。同時，消費者也能從更貼近他們需求的行銷訴求中受益，獲得更有價值的產品和服務。總體而言，本研究將對贊助商和消費者之間的運動行銷活動提供優良的建議方案。 2022 FIFA World Cup is the first major sports event with the largest participation after the COVID-19 pandemic. The quadrennial World Cup has sparked many waves of attention and event marketing opportunities. In addition to traveling to Qatar to watch the game, there are also many satellite fans scattered around the world who participate in various online community media through live broadcasts and internet platforms to obtain information and photos about their favorite teams or the movement of many star players. This study focuses on the factors influencing the effectiveness of sponsorship in sports marketing, including sports involvement, game attachment, team attachment, liking for team performance, sponsor local awareness, and sponsor brand impression. The research adopts a questionnaire survey method, with 273 responses collected. A structural equation model is used to test the hypotheses, and the results show support for four hypotheses. "Team attachment affects sponsor attitude," "liking for team performance affects sponsor attitude," "sponsor brand impression positively influences sponsor attitude," and "sponsor attitude has a positive impact on purchase intention for sponsor products" and "sponsor attitude generates positive word-of-mouth for sponsor products" all receive support. In the context of sponsor-related factors, the variable "sponsor brand impression" has a significant positive impact on sponsor attitude compared to "sponsor local awareness." In conclusion, from the supported hypotheses, it can be inferred that sponsor attitude has a positive impact on generating positive word-of-mouth for sponsor products, and team attachment has a positive influence on sponsor attitude. Finally, the study finds that once consumers form a positive attitude towards the sponsor, it can increase their willingness to purchase and drive word-of-mouth. The study also explores mediating effects, with team attachment and liking for team performance, as well as sponsor brand impression, showing support for having mediating effects. The results of this study will help sponsors develop more effective strategies in sports marketing. At the same time, consumers can also benefit from marketing appeals that are closer to their needs and obtain more valuable products and services. Overall, this study will provide excellent recommendations for sports marketing activities between sponsors and consumers.
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