| Summary: | 碩士 === 國立臺灣體育學院 === 休閒運動管理研究所 === 92 === Abstract
The purpose of this study was to research the motivation and benefits that Uni-president Corporation sponsored in 2003 Soochow University International Ultra-marathon. This study was to use questionnaire to targeting on audiences’ awareness toward Uni-president Corporation. 400 audiences were selected as the sampling population, and the major sponsor Uni-president Corporation was selected as the interviewee. The total numbers of questionnaires were given to 350 people to answer and the valid ones were 338, which is 96.6 % in accurate ratio. All the data of valid samples were analyzed by descriptive statistics, independent t test, factor analysis, reliability analysis, one-way ANOVA and Scheffe’s Post-Hoc. The findings were as following:
1. The sponsor’s motivation includes increasing corporate reputation, product images, creating gains, profits and sales volumes.
2. The sponsor’s anticipated benefits includes increasing both qualities for life and creating topics—the win-win strategy, enhancing corporate and product images, increasing corporate reputation, product or brand awareness.
3. The sponsor highly increases the recognition of the audiences toward corporate recognition, includes the audiences’ accurate recognition ratio is 96.6%. There is no distinct difference to prove that identities, genders, education backgrounds and resources have significant effort on different benefit recognition. And there is a significant difference among audiences from different ages, marriage status, occupations, monthly incomes, product usage experiences, and participating experiences.
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