品牌贊助活動與購買意願之研究：參與利益的獲得與消費者心理形成機制之探討

Abstract

「有效提升消費者與品牌之間的關係」是企業贊助活動最重要的目的之一。然而，在過去的研究中，對於活動參與者購買意願形成機制的了解仍顯不足。本研究藉由品牌贊助運動賽事所帶給參與者的「內在利益」與「外在利益」，以及知覺關係投資與品牌認同感之研究，提出消費者購買意願的模型，模型中包含「品牌贊助活動的內在與外在利益」、「消費者心理形成的機制」、與未來的「品牌購買意願」。本研究以運動品牌所舉辦的「慢跑俱樂部」與「假日籃球聯賽」之參與者為實證研究對象，並以LISREL驗證本研究所提出之研究模型。本研究發現影響參與者對品牌活動的滿意度主要會受到內在利益－「娛樂性」，以及外在利益－「友誼獲得」與「獎酬」的影響；「自我提升」則對於「品牌認同感」與「知覺關係投資」具有直接的影響效果。其次，本研究發現品牌活動滿意度會透過「品牌認同感」與「知覺關係投資」來影響參賽者的「品牌關係依附」，並進一步形成其「品牌購買的意願」；其中，知覺關係投資必須透過「品牌認同感」與「品牌關係依附」的路徑。最後，本研究的結果，除了延伸與深化過去企業贊助的相關研究之外，亦提供若干管理實務之建議。

To strengthen the relationship with consumers who participate in the brand activities＂ is one of the most important purposes of corporates has willing to sponsor activities. However, in past research, the understanding of consumers' psychological process mechanism of purchasing intention is still insufficient. Our research, firstly, proposed model including ＂intrinsic benefits＂ and ＂extrinsic benefits＂ from sponsor events offer participants, and exploring the process of ＂consumer's psychological mechanism＂ to form ＂purchase intention＂. The respondents are the participants of ＂jog club＂ and ＂weekend basketball League＂ held by certain sport brands. We use LISREL to verify the model proposed in this study. In this study, intrinsic benefits and extrinsic benefits, such as entertainment, friendship acquirement, and rewards, will influence brand identification and perceived relationship investment mediated by participants' satisfaction of sponsor activities; self-enhancement can influence both variables directly. Secondly, brand identification and perceived relationship investment will positively influence brand relationship attachment and then form purchase intention. Finally, we also find perceived relationship investment cannot influence brand relationship attachment directly but via brand identification. The results of this study, we not only extent and deepen the previous research, but provide some managerial implications as practical suggestions as well.