The effect of sports marketing strategies on spectator’s purchase decision: The case of football

ChungYuan Chritian University

Department of IMBA

Master Degree Dissertation

The Effect of Sports Marketing Strategies on

Spectator’s Purchase Decision: The Case of Football

運動行銷策略對於觀眾購買決策的影響：以足球為例

指導教授: 李正文博士

研 究 生: 段友慶 (Doan Huu Khanh)

中華民國 107 年 1

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ACKNOWLEDGEMENT

I would like to say thanks a million for Dr Cheng-Wen Lee for her guidance and support

me during this time. I also want to say a sincerely thank Dr 林震岩 and Dr 林仲廉 for their

time and their comment to build my final dissertation better. There are no words to show my

appreciation to my department: College of Business, especially Ms April, she helped me a lot.

Finally, I am thankful to my friend, Lehang Vu. She helped me set up and solved any computer

technique for me. Thank you from the bottom of my heart for everything.

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摘要

本研究從體育營銷角度，特別是從足球市場營銷的角度出發，從兩個角度分別從

運動商業角度（使用體育營銷的商家）和非體育商業（贊助商）角度（使用體育營銷

的商家）以表明為什麼今天的企業認為體育營銷如此重要。

本研究的目的在於確定營銷在體育業務和非體育業務足球領域的作用，並著眼於

在足球領域有效和成功進行的營銷策略。更具體地說，這項研究試圖調查一些突出的

策略對觀眾的購買決定的影響。

論文的理論來源於包括書籍和文章刊物在內的各種贊助文獻。實證研究是通過

對觀眾的調查研究和問卷調查進行的。問卷是基於本研究中使用的理論和關於足球場

營銷實施如何影響贊助商的表現和客戶行為的信息，特別是觀眾。

研究結果可能表明，足球場營銷策略的實施是幫助體育企業存在，提高和創造

競爭優勢的關鍵之一。對於贊助商來說，他們不太需要不必要地冒險，因為形象好，

觀眾範圍廣，所以願意贊助不同的目標板塊。此外，這項研究也對體育事業和足球領

域的潛在讚助商具有理論和實踐意義。這項研究可能會大大有助於對足球業務，贊助

和關係營銷的現有知識。

關鍵詞：體育營銷，體育經營，非體育經營，贊助商，觀眾，消費者行為，消

費者購買決策。

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Abstract

This research looks at sport marketing and in particular marketing in football from two

perspectives: The sport business perspective (the businesses who use marketing of sport) and

the non-sport business (sponsor) perspective (the businesses who use marketing through sport)

in order to show that why businesses today consider sports marketing so important.

The purpose of this research is determined the effect of marketing in football field of

the sport business and the non-sport business and focus on their marketing strategies that they

perform effectively and successfully in football field. More specifically, the study attempted to

investigate the effects of some stand out strategies on spectator’s purchase decisions.

The theory of the thesis was collected from various sponsorship literatures that included

both books and article journals. The empirical study was conducted by survey research and

questionaire for the spectators. Questionnaires were based on the theory used in this study and

the information on the outcome how the implementation of marketing in football field affect

sponsor’s performance and customer’s behavior(s), in particular spectators.

The findings will probably show that the implementation of marketing strategies in

football field is one of the most crucial way to help sport businesses exist, improve and create

their competitive advantages. Toward the sponsor, they are not too keen on taking risks

unnecessarily and are willing to sponsor various target segments because of the good image and

a wider audience range. In additions, this study also has both theoretical and practical

implications for sport business and prospective sponsors in the field of football. The study will

probably contribute significantly to existing knowledge about the football business, sponsorship

and relationship marketing.

Keywords: sport marketing, sport business, non-sport business, sponsor,

spectator, consumer’s behavior(s), consumer’s purchase decision.