運動贊助感知、品牌聯想、品牌形象、購買意願之研究：以Red Bull贊助特戰英豪VCT賽事為例

Abstract

緒論：本研究旨在探討運動贊助感知對品牌聯想、品牌形象與購買意願之間的關聯性，並進一步分析品牌聯想與品牌形象在其中所扮演的中介角色。以 Red Bull 贊助特戰英豪 VCT 賽事為研究情境，建構一個包含四個主要變項的研究模型：運動贊助感知、品牌聯想、品牌形象與購買意願。方法：本研究採問卷調查法，針對曾觀賞特戰英豪 VCT 賽事且知悉 Red Bull 贊助資訊之電子競技觀眾進行抽樣，共回收有效問卷 1,124 份。分析工具採用SPSS Statistics 27.0與SmartPLS 4軟體進行敘述性統計、信效度檢驗與結構方程模型 (PLS-SEM) 分析。 研究結果顯示，運動贊助感知對品牌聯想與品牌形象皆具有正向顯著預測力，而品牌聯想與品牌形象亦正向顯著預測購買意願；唯運動贊助感知對購買意願的直接影響不顯著。此外，品牌聯想與品牌形象皆在運動贊助感知與購買意願之間呈現完全中介效果，顯示品牌形象與品牌聯想在贊助效益傳遞中扮演關鍵角色。本研究結果指出，若能設計具策略性與契合度高的運動贊助行為，並透過長期經營強化品牌形象與品牌聯想，可有效提升消費者之購買意願。實務上建議企業在進行電子競技贊助時，應強調贊助誠意與賽事契合性，並善用賽事情境與觀眾情感連結，進而提升品牌價值與消費轉化效益。

This study investigates the influence of sports sponsorship perception on brand association, brand image, and purchase intention, using Red Bull’s sponsorship of the VALORANT Champions Tour (VCT) as the research case. A total of 1,124 valid responses were collected from Taiwanese eSports audiences who had watched the VCT and recognized Red Bull as a sponsor. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings reveal that sports sponsorship perception positively predicts both brand association and brand image. These two variables, in turn, significantly enhance purchase intention. However, the direct effect of sponsorship perception on purchase intention is not significant. Instead, brand association and brand image both act as full mediators, indicating that sponsorship effectiveness is largely transmitted through consumer perceptions of the brand. This study contributes to sponsorship and eSports marketing literature by confirming that well-aligned and emotionally engaging sponsorships can build positive brand associations and image, which are critical for influencing young consumers’ purchase intentions in digital sports contexts.