CAJ | 학술논문

以赞助广州亚运会的中国体育品牌为研究对象，通过测试3种态度（对赛事的态度、对赛事活动的参与、时赛事赞助的信任）预测3种赞助后的效益（对赞助商的印象、口碑以及购买意愿）。回归分析结果显示：对赞助的信任，对该赛事的态度可以较好地预测出购买意愿；对赞助的信任也可预测出对赞助商的口碑以及印象；从而确定对赞助的信任在对赞助结果的预测中取到非常重要的作用。
이찬조엄주아운회적중국체육품패위연구대상，통과측시3충태도（대새사적태도、대새사활동적삼여、시새사찬조적신임）예측3충찬조후적효익（대찬조상적인상、구비이급구매의원）。회귀분석결과현시：대찬조적신임，대해새사적태도가이교호지예측출구매의원；대찬조적신임야가예측출대찬조상적구비이급인상；종이학정대찬조적신임재대찬조결과적예측중취도비상중요적작용。
Taking the China sports brand sponsoring the Guangzhou Asian Games as research object, the aim of measuring the three kinds of attitude from population, such as the attitude to and the participation in the game events and the reliance on the sponsorship to game event, to predict the results of sponsorship which include the impression, the public praise of the spon- sor, and desire to buy the products of them. The results of regression analysis show that we can predict the desire according to the attitude and the reliance, the public praise and impression according to the reliance. It confirms that the reliance on the sponsorship gets an important role in predicting the results of sponsorship.