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系統識別號 U0026-0609201721234200
論文名稱(中文) 企業社會責任和贊助對購買意圖的影響:品牌聯想的仲介角色
論文名稱(英文) The influences of Corporate Social Responsibility and Sponsorship on Purchase Intention: the Mediating Role of Brand Association
校院名稱 成功大學
系所名稱(中) 體育健康與休閒研究所
系所名稱(英) Institute of Physical Education, Health & Leisure Studies
學年度 105
學期 2
出版年 106
研究生(中文) 張瑜琪
研究生(英文) Yu-Qi Zhang
電子信箱 244582954@qq.com
學號 RB6043013
學位類別 碩士
語文別 中文
論文頁數 63頁
口試委員 指導教授-馬上鈞
口試委員-馬上閔
口試委員-張景弘
中文關鍵字 企業社會責任  贊助  品牌聯想 
英文關鍵字 corporate social responsibility  sponsorship  brand association 
學科別分類
中文摘要 本研究目的在是探討企業社會責任和贊助對購買意圖的影響,並以品牌聯想作為仲介角色。以往文獻主要探討品牌聯想與贊助、企業社會責任的關係,但缺少將三個變項同時納入模式中作考驗,故本研究希望可以透過探討贊助上海網球大師賽服裝品牌鴻星爾克(ERKE),瞭解消費者在知覺公司贊助行為和慈善行為後,是否可以透過品牌聯想對購買意圖有正向的影響。本研究以網路通訊平臺WeChat近行問卷發放,透過網球球友社群,以滾雪球方式收集資料,共收集350份,結果以Amos 17.0統計軟體和SEM統計方法進行考驗。
研究結果發現,首先企業社會責任對品牌聯想(品牌logo)有正向影響,贊助也對品牌聯想(品牌logo、品牌成功、員工)有正向影響,其次品牌聯想(品牌成功、員工)對購買意圖有正向的作用。最後,贊助通過中介品牌聯想(員工)對購買意圖有間接的正向作用,並且贊助對購買意圖有直接的正向影響。而企業社會責任對購買意圖沒有正向作用。冀希將研究結果提供運動行銷學術領域及運動品牌公司行銷之參考。
英文摘要 Purpose of this study is to investigate the relationships between corporate social responsibility (CSR), sponsorship, sport brand association and purchase intention. There is a lack of research regarding mediating effects of the specific sport brand association on the relationship between the CSR, sponsorship and purchase intentions. Data were collected using WeChat from 350 tennis goers who attended Shanghai tennis masters and understood ERKE as the clothes sponsor of the event. Structural equation modeling analysis revealed that CSR has a positive effect on brand logo; sponsorship has positive influences on brand logo, brand success, staff, and purchase intentions; brand success and staff have positive influences on purchase intentions; staff mediates the relationship between sponsorship and purchase intentions. Findings, contributions, and directions for future research are discussed.
論文目次 第一章緒論 1
1.1研究背景與動機 1
1.2研究目的 3
1.3研究範圍與對象 3
1.4研究流程 4
第二章文獻回顧 5
2.1企業社會責任 5
2.2贊助 7
2.3品牌權益 12
2.3.4品牌聯想 15
2.4購買意圖 19
2.5假設發展 20
2.6研究架構 24
第三章 研究方法 25
3.1鴻星爾克ERKE 25
3.2研究工具 26
3.3研究對象與方法 30
3.4資料分析方法 30
第肆章 結果分析 32
4.1樣本結構描述與信度檢測 32
4.2結構方程模式分析 36
4.3假設檢定 42
第五章 結論與建議 43
5.1結論 43
5.2建議 47
5.3研究限制 48

參考文獻 49
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