品牌贊助活動與購買意願之研究：參與利益的獲得與消費者心理形成機制之探討

＂To strengthen the relationship with consumers who participate in the brand activities＂ is one of the most important purposes of corporates has willing to sponsor activities. However, in past research, the understanding of consumers' psychological process mechanism of purchasing intention is still insufficient. Our research, firstly, proposed model including ＂intrinsic benefits＂ and ＂extrinsic benefits＂ from sponsor events offer participants, and exploring the process of ＂consumer's psychological mechanism＂ to form ＂purchase intention＂. The respondents are the participants of ＂jog club＂ and ＂weekend basketball League＂ held by certain sport brands. We use LISREL to verify the model proposed in this study. In this study, intrinsic benefits and extrinsic benefits, such as entertainment, friendship acquirement, and rewards, will influence brand identification and perceived relationship investment mediated by participants' satisfaction of sponsor activities; self-enhancement can influence both variables directly. Secondly, brand identification and perceived relationship investment will positively influence brand relationship attachment and then form purchase intention. Finally, we also find perceived relationship investment cannot influence brand relationship attachment directly but via brand identification. The results of this study, we not only extent and deepen the previous research, but provide some managerial implications as practical suggestions as well.