觀眾個人態度與對球隊、贊助關係之認知因素對運動贊助效益之影響：運動涉入之干擾效果

Enterprise's use of event marketing for sport sponsorship can arouse echoes in consumers, to avoid antipathy status, and thereby enhancing sales performance and corporation image. To understand the benefits of sport sponsorship, enterprises should draft proper marketing tactics based on the consumer's perspective of an on-the-spot spectator. This issue is an urgent topic in the marketing field. To understand the effects of consumer attitudes on sponsorship, this work focused on consumer attitude, and examines sponsor benefits of the main sponsor corporations of the Chinese Professional Baseball League (CPBL). This study used a questionnaire to examine on-the-spot spectators. The findings suggest that: 1) the attitude toward main sponsor corporations, the level of fit between the sponsoring company and the sponsored event will affect the corporations' sponsored effects; 2) the attitude toward the baseball game will positively affect the corporations' image sponsorship effect; 3) spectators' baseball involvement has partial moderate effects between sponsorship factors and sponsorship effects.