在地贊助商品牌契合度、品牌形象、品牌態度與消費者購買意願之研究—以TPBL新竹御嵿攻城獅為例

Abstract

隨著職業運動產業與地方行銷的結合日益密切，在地贊助成為球隊與企業雙方提升品牌價值的重要手段。本研究以TPBL新竹御嵿攻城獅球迷為研究對象，探討在地贊助商之品牌契合度、品牌形象與品牌態度對消費者購買意願之預測力，並檢驗品牌態度是否具有中介效果。目的：探討品牌契合度與品牌形象如何透過品牌態度預測購買意願，並分析不同人口背景變項之差異。方法：本研究採用問卷調查法，回收331份問卷，扣除無效樣本後共獲得307份有效樣本，並使用SPSS 30.0進行敘述統計、單因子變異數分析、獨立樣本t檢定與迴歸分析。結果：一、品牌契合度與品牌形象皆能顯著正向預測購買意願。二、品牌態度對購買意願亦具正向顯著預測力，並在兩者與購買意願之間發揮中介效果。三、月收入與對贊助商注意程度對所有構面皆具有顯著差異。結論：提升品牌與球隊間的契合性與形象塑造，有助於強化球迷對品牌的態度與購買傾向，未來可作為在地贊助策略與品牌經營之參考依據。

As the integration between professional sports and local marketing becomes increasingly close, local sponsorship has become a key strategy for enhancing brand value for both teams and corporate sponsor. This study focuses on fans of the TPBL Hsinchu Toplus Lioneers to explore how brand congruence, brand image, and brand attitude of local sponsors predict consumers’ purchase intention, and whether brand attitude mediates these effects.Purpose : To examine the predictive power of brand congruence and brand image on purchase intention through brand attitude, and to analyze differences across demographic variables. Method : A questionnaire survey was conducted, yielding 331 responses. After excluding invalid samples, 307 valid responses were analyzed using SPSS 30.0 for descriptive statistics, one-way ANOVA, Independent Samples t-test and regression analysis.Results : (1) Both brand congruence and brand image significantly and positively predicted purchase intention. (2) Brand attitude had a significant influence on purchase intention and mediated the effects of the other two variables. (3) Significant differences were found across all constructs for both monthly income and the level of attention paid to sponsors.Conclusion : Enhancing brand congruence and image can strengthen fans’ attitudes and purchase tendencies, providing valuable insights for local sponsorship strategies and brand management.