本研究探討運動網站與贊助品牌之間的品牌形象一致性對消費者的贊助品牌態度、贊助廣告態度及Yahoo!奇摩運動網站態度的影響，並同時加入對運動賽事涉入程度干擾作用的探討。本研究採實驗法，針對1063位網路使用者進行態度的測量。研究結果發現品牌形象一致性會對贊助品牌態度、贊助廣告態度及Yahoo!奇摩運動網站態度產生顯著的正面影響，但運動賽事涉入程度並未產生顯著的干擾作用。本研究可提供有意贊助運動網站的業者與運動網站本身作為參考，並給予後續研究者在研究上的建議。

This study aimed to investigate the influence of the brand-image congruence on consumers’ attitudes toward the sponsor, the advertisement, and the sports website, and it also examined the moderating effect of sports involvement. An experimental design was used to measure the attitudes of 1,063 Internet users. The results of this study showed that higher level of brand-image congruence resulted in more positive attitudes toward the sponsor, the advertisement, and the sports website, whereas the moderating effect of sports involvement was not significant. This study provides brand management implications for both sponsors and sports websites, and suggestions for future research were outlined.

表目錄...........................................................................IV
圖目錄...........................................................................VI
第一章 緒論................................................................1
第二章　文獻探討與評論............................................6
第一節　運動網站贊助行為........................................6
第二節　品牌相關概念..............................................18
第三節　消費者態度..................................................29
第四節　消費者對運動賽事的涉入程度..................33
第三章　研究方法......................................................38
第一節　研究架構與研究假設..................................38
第二節　研究設計......................................................42
第四章　資料分析......................................................52
第一節　基本資料分析..............................................52
第二節　因素分析......................................................57
第三節　信度分析......................................................61
第四節　假設檢定......................................................63
第五節　假設檢定結果..............................................89
第五章　研究討論......................................................91
第六章　結論與建議..................................................94
第一節　研究結論......................................................94
第二節　研究貢獻......................................................96
第三節　研究限制與建議..........................................99
參考文獻....................................................................101
附錄............................................................................107

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