A Study on Sport Sponsorship at University Game in R.O.C

• Main Authors: Chou, Chen-Shyung, 周振雄
• Other Authors: Cheng, Shao-Tung
• Format: Others
• Language: zh-TW
• Published: 1997
• Online Access: http://ndltd.ncl.edu.tw/handle/45497541132158851126

碩士 === 國立臺灣師範大學 === 體育研究所 === 85 === 　　The main purposes of this study are to understand the sponsorship activities of university games; to know the motivation and consideration factors of the sponsorship activties which the host schools are seeking for; to realize the motivation and consideration factors of the corporations sponsoring the university game. 　　In 1997, the researcher understood the sponsorship activities of university game by investigating the past documents and reports of university games. The researcher investigated 140 athletic directors of universities (colleges) by asking questionnaires titled "The study scale of sport sponsorship motivation and consideration factors at the university games" and visited the manufacturers and business firms which have given supports to university games. In a hundred enterprises and sponsor firms, there were 160 managers. 　　According to receiving questionnaires gathered, the data was analyzed by using descriptive statistic, multiple stepwise regression and canonical correlation, and the results are: 　　1.The sponsorship activities of university games have gradually became a win-win relationship between the host schools of university games and corporations. The resources of sport sponsorship has also gradually developed into multiplied. 　　2.The main motivation of the hosting schools which seek for the sport sponsorship are to make the games successful, to create the school profits, to provide extra services. And the consideration factors which the hosting schools considered are: the degree of president''''s supports, the degree that administration coordinates with, and whether the policy will support or not. 　　3.The main motivations which the corporation sponsored university games are: to be show the good citizenship, to establish the image and increase the reputation. And the main consideration factors are: the sponsorship concepts of the hosting schools, the degree of hosting schools can match the corporation''''s images. 　　4.When the hosting schools seeking for the sport sponsorship, no matter what the motivations are, the mian consideration factors are the images of the corporations and the products. 　　5.The motivation factors of corpration sponsorship at university games affected the consideration fators. 　　6.The sport sponsorship motivation factors which the host school are seeking for have canonical correlation with consideration factors. 　　7.The motivation factors of corporation sponsorship at university games have canonical correlation with cogitating factors.