中華職棒簽賭事件對贊助廠商之影響

Abstract

2009年底，中華職棒大聯盟爆發了台灣職棒史上規模最廣的職棒簽賭案事件，國內的職棒遭受了一次沈重的打擊。而贊助企業對於職棒的贊助活動是否在這一次事件之後產生不良影響因此有所存疑。 本研究嘗試以問卷的形式收集消費者對於各項因素的觀感之相關資料，並以統計軟體SPSS進行各項因素之間Spearman相關性分析，檢視這一次爆發職棒簽賭事件之後各項因素對贊助活動的影響。 本次一共收集了194份有效問卷，分析的主要結果如下： 1. 職棒簽賭事件與部分贊助效果之間確實存在著低度的顯著相關性。 2. 消費者對於職棒球隊與職棒球員的觀感與態度對贊助活動並沒有太大的影響。 3. 影響職棒贊助活動效果的最大因素仍是贊助商自身的因素，即贊助商的形象、與贊助對象間的配適度與雙方合作的密切度。 4. 比起贊助效果，各項因素與贊助案帶給消費者的觀感之間有著更顯著、更高的相關性，可能代表著各因素直接或間接透過贊助案觀感來產生影響。 5. 消費者涉入職棒運動程度大致上對贊助活動沒有顯著影響，但若能吸引消費者參與周邊活動有助於提昇消費者對該企業的關注程度。

In the end of the 2009, Taiwan’s baseball suffered the most tremendous difficulty in the history due to the players’ scandal of gambling and cheating in the Chinese Professional Baseball League (CPBL) games. Therefore, whether the sponsorship faced impacts is a question to the sponsors of CPBL teams. This research intends to use consumers’ attitude toward the scandal event and other factors through the surveys, and use the statistic software, SPSS, to make a Spearman’s correlation analysis the among these factors and the benefit of sponsorships. There were one hundred and ninety-four effective survey collected, and the analysis conclusions are as follows: 1. The gambling and cheating event does affects the sponsorships. 2. There are no remarkable effects among consumers’ attitude toward the CPBL teams and players and the sponsorships. 3. The most important factor is the sponsors themselves, in other words, are images of the sponsors, the fitness and cohesiveness between them and the CPBL. 4. There are more remarkable effects among the factors and the consumers’ attitude toward sponsorships than themselves. That means factors could affect the sponsorships directly or through the consumers’ attitude toward sponsorships. 5. The level how consumers participate in baseball activities has almost no effects on sponsorships, but it will promote consumers’ attention toward the sponsors if the activities attract consumers to participate in.