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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 連勇智 | |
| dc.contributor.author | Ching-Yu Chen | en |
| dc.contributor.author | 陳靖諭 | zh_TW |
| dc.date.accessioned | 2021-06-08T03:26:42Z | - |
| dc.date.copyright | 2020-02-04 | |
| dc.date.issued | 2019 | |
| dc.date.submitted | 2020-01-21 | |
| dc.identifier.citation | 朱文增 (2006)，臺灣與日本企業贊助運動比較研究，臺北，臺灣：財團法人交流協會。
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/21076 | - |
| dc.description.abstract | 伴隨著近年颳起的運動風潮，運動贊助已成為當前我國金融企業從事企業社會責任的主要途徑之一。企業透過積極參與運動賽事，在善盡企業社會責任的同時，還能提升品牌形象與民眾的好感度。雖然前人對企業社會責任有許多研究，然而過去實證鮮少針對運動贊助對財務績效的影響進行探討，故本研究採用 2014至 2017 年間共61家金融企業為樣本，利用臺灣經濟新報資料庫的企業財務資訊，探究臺灣金融服務業履行運動贊助是否會改變企業的財務績效，並進一步探討企業的舉債程度是否影響其履行運動贊助所得到的效益，除此之外，基於公營和私營業者的經營模式迥異，本研究再將金融業者區分為公營與私營，以探究不同經營者在贊助績效上是否有所差別。由實證結果得知，金融業者履行運動贊助對其財務績效有正向關聯，且金融企業的舉債程度會弱化其從事運動贊助所帶來的正向總資產報酬率績效，但並無確切證據證明股東權益報酬率會受到舉債影響；此外，實證結果顯示私營金融業者落實運動贊助相較於公營金融業者能獲得較高的財務績效，而公股金融企業從事運動贊助所帶來的正向財務績效受到高舉債程度的負面影響較大。 | zh_TW |
| dc.description.abstract | Sports has become a new trend in Taiwan in the past few years, and many enterprises, especially for financial firms, chose to carry out corporate social responsibility by actively participating in sports events such as owning a team or sponsoring sports games. Though there are numerous researches proved that a company can become socially responsible and improve brand image by participating in sports events, studies about the impact of sports sponsorship on financial performance are scarce. Hence, this paper aims to investigate the relationship between sports sponsorship and financial performance, and further explore whether the level of debt affects the benefits of sports sponsorship using a panel data of 61 Taiwanese financial firms between 2014 and 2017. The study uses ROA and ROE as measures of financial performance, and divides the samples of 61 financial firms into public and private subsamples to find out whether different management styles have different impacts on financial performance. The regression result shows that sports sponsorship has a positive effect on both ROA and ROE. However, when the debt level is high, the positive effect of sponsorship on ROA decreases while ROE is unaffected. Furthermore, the empirical result indicates that private financial firms gain more when implementing sports sponsorship, and suffer less when the debt level is high comparing with their public counterparts. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-08T03:26:42Z (GMT). No. of bitstreams: 1 ntu-108-R06724024-1.pdf: 1375933 bytes, checksum: 619a2ff683ed2f5261879b57a8322c58 (MD5) Previous issue date: 2019 | en |
| dc.description.tableofcontents | 目錄
口試委員會審定書 # 謝辭 i 中文摘要 ii ABSTRACT iii 目錄 iv 表目錄 v 圖目錄 vi 第一章、緒論 1 第一節、研究背景 1 第二節、研究動機 2 第三節、研究架構 4 第二章、文獻探討 6 第一節、企業社會責任 6 第二節、企業社會責任與財務績效 10 第三節、企業社會責任、運動贊助與其績效 12 第三章、假說發展 15 第四章、研究設計 20 第一節、樣本資料來源 20 第二節、實證模型 21 第三節、變數定義 23 第五章、實證分析 26 第一節、敘述性統計分析 26 第二節、多元共線性檢定 27 第三節、迴歸結果分析 30 第六章、結論與建議 37 第一節、結論 37 第二節、限制與建議 39 參考文獻 41 表目錄 表3-1 研究假說 19 表4-1 模型選用檢定-ROA 22 表4-2 模型選用檢定-ROE 22 表5-1 敘述性統計量 27 表5-2 相關係數矩陣 29 表5-3 各變數之變異膨脹因子 30 表5-4 運動贊助與財務績效之迴歸結果 31 表5-5 運動贊助企業舉債程度與財務績效之迴歸結果 32 表5-6 分群後運動贊助與財務績效之迴歸結果 34 表5-7 分群後運動贊助企業舉債程度與財務績效之迴歸結果 36 表6-1 假說迴歸分析結果 37 圖目錄 圖1-1 研究架構 5 | |
| dc.language.iso | zh-TW | |
| dc.title | 臺灣金融業運動贊助對財務績效之影響 | zh_TW |
| dc.title | The Relationship between Sports Sponsorship and Financial Performance in Taiwan’s Financial Industry | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 108-1 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 許耀文,黃國?,簡睿哲 | |
| dc.subject.keyword | 金融業,企業社會責任,運動贊助,財務績效, | zh_TW |
| dc.subject.keyword | Financial Industry,Corporate Social Responsibility,Sports Sponsorship,Financial Performance, | en |
| dc.relation.page | 46 | |
| dc.identifier.doi | 10.6342/NTU202000103 | |
| dc.rights.note | 未授權 | |
| dc.date.accepted | 2020-01-21 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
| 顯示於系所單位： | 國際企業學系 | |
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