政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/151496
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113485/144472 (79%)
Visitors : 51390172      Online Users : 719
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version
    政大典藏 > College of Commerce > MBA Program > Theses >  Item 140.119/151496


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/151496


    Title: 企業贊助專案之社會投資報酬效益分析─以菁華工業贊助臺北鯨華女子排球隊為例
    Social Return on Investment Analysis of Corporate Sponsorship Projects: A Case Study of Kingwhale Taipei Volleyball Team sponsored by Kingwhale Corporation
    Authors: 劉芳綺
    Liou, Fang-Ci
    Contributors: 別蓮蒂
    劉芳綺
    Liou, Fang-Ci
    Keywords: 社會投資報酬率
    社會影響力評估
    企業社會責任
    運動贊助
    Date: 2024
    Issue Date: 2024-06-03 11:34:25 (UTC+8)
    Abstract: 社會投資報酬率（Social Return on Investment, SROI）藉由接觸利害關係人並了解影響力的量化價值，以衡量和辨識企業社會責任作為對各個利害關係人的連鎖影響和改變，同時藉著檢視資源投入和產出成果之間的關係，幫助企業更有方向地推動企業社會責任作為。
    菁華工業股份有限公司自2019年起贊助臺北鯨華女子排球隊，帶領球員參與企業甲級排球聯賽，提供多項培育資源，並藉由球隊品牌、社群媒體的經營，持續與球迷互動並累積球迷數。本研究在2022年9月至2023年8月期間，針對鯨華女排球員、球迷、贊助者菁華工業、鯨華女排營運團隊，並依循社會投資報酬率評估指南 (Nicholls et al., 2012) 所羅列的評估步驟，以SROI方法衡量菁華工業贊助鯨華女排的社會影響力，了解菁華工業和鯨華女排在球員培育以及球迷兩方面帶來的影響及價值。
    在球員部分，聚焦於球員在球技體能、自身視野、職業生涯的成長和轉變，本研究以訪談及問卷了解球員的感受及其加入球隊後獲得的成果，共訪問7位球員、回收13份問卷，並在文中敘明計算過程及邏輯，計算社會投資報酬率為0.373元；另一部分則著重於球迷因認同鯨華女排而有的感受，以及鯨華女排球隊、球員對球迷的影響，共分析105份問卷，計算出社會投資報酬率為8.702元。整體而言，菁華工業贊助鯨華女排的社會投資報酬率為2.89元。
    本研究的主要貢獻是提供質化的成果紀錄與量化的數據，以幫助菁華工業和鯨華女排掌握其社會影響力，並為未來與球員、球迷相關的經營決策提供有價值的參考依據；同時盤點研究過程中遇上的諸多限制並提出建議，包括球員的感受來自多方面的累積以致無法細緻拆分、如何將球員自身的努力納入考量、受影響球迷人數的估計等，以供未來的研究者更妥善地計算社會投資報酬率。
    SROI is a methodology employed to quantify the social and non-financial benefits generated by corporate social responsibility (CSR) initiatives on various stakeholders. It facilitates stakeholder engagement to understand the value of these outcomes and enables companies to strategically align their CSR activities with tangible results. Consequently, SROI empowers businesses to refine their CSR programs for greater social impact.
    Kingwhale Corporation has sponsored Kingwhale Taipei Volleyball Team since 2019, providing resources and facilitating player participation in Top Volleyball League. Additionally, the corporation utilizes branding and social media to cultivate a dedicated fanbase for the team. Employing the SROI framework outlined by Nicholls et al. (2012), this research examines the social impact of Kingwhale Corporation's sponsorship from September 2022 to August 2023. The study focuses on four key stakeholders: players, fans, the sponsor (Kingwhale Corporation), and the Kingwhale Taipei Volleyball Team logistics team. The primary objective is to assess the sponsorship's impact on player development and fanbase growth.
    To evaluate the effects on players' skill enhancement, career goals, and personal development, the researchers conducted interviews with 7 team members and gathered responses from 13 players via questionnaires. The calculated SROI for the players’ aspect was NT$0.373. This research paper outlines the detailed methodology and justification for the SROI computations. Furthermore, a survey involving 105 fans examined their interaction with the Kingwhale Taipei Volleyball Team and the impact that both the team and its players had on them. This investigation yielded an SROI of $8.702 from fan engagement. Overall, the study estimated a SROI of $2.89 for Kingwhale Corporation's sponsorship of the Kingwhale Taipei Volleyball Team.
    This study offers a valuable contribution by providing both qualitative and quantitative data to inform Kingwhale Corporation and Taipei Volleyball Team about the social impact of their partnership. These findings can serve as a crucial reference point for future strategic decisions concerning player development and fan engagement initiatives. Furthermore, the research acknowledges and discusses methodological limitations encountered during data collection. These challenges include the difficulty in disaggregating players' feelings from various influences, incorporating player effort into calculations, and estimating the number of impacted fans. By acknowledging these complexities, the study provides valuable insights for future researchers aiming to calculate SROI more accurately in similar contexts.
    Reference: 中文參考文獻
    TVL企業排球聯賽官方網站（2023），球隊介紹，https://tvl.ctvba.org.tw/，擷取日期：2024年2月25日。
    天下雜誌 video｜深度人物專訪（2021），【RE10x10】菁華工業總經理黃衍祥 主題專講｜永續製造商的轉型之路，https://www.youtube.com/watch?v=UyxZTOLuzLY，擷取日期：2024年2月25日。
    中華職業棒球大聯盟（2024），球迷成長數，https://www.cpbl.com.tw/about/fans，擷取日期：2024年3月2日。
    今周刊（2021），運動即是生活 生活就要運動，https://www.businesstoday.com.tw/article/category/212594/post/202110040047/，擷取日期：2024年2月25日。
    呂宛蓁、黃幸玲（2005），企業男排聯賽之營運現況探討，大專體育，第81期，12月，頁50-54。
    呂宛蓁、楊振興（2011），從女排加入企業排球聯賽談未來營運策略，大專體育，第114期，6月，頁48-53。
    呂國禎、劉光瑩（2021），桃園的刷毛布隱形冠軍　自家屋頂蓋綠電，還要把舊衣變新布料，https://www.cw.com.tw/article/5114649，擷取日期：2024年2月25日。
    李宜樺, 吳佳餘、朱恩言（2017），公共服務影響評估工具─「社會投資報酬率 (SROI)」介紹，國土及公共治理季刊，第5卷第1期，頁30-41。
    李宜樺、吳佳餘、杜育任（2016），用社會投資報酬(SROI)發展改變世界的力量　衡量、管理到極大社會價值3M公益管理新哲學，證券服務，第653期，9月，頁28-32。
    吳宗昇、李俊達（2018），政策的社會效益評估：SROI的應用與反思，國土及公共治理季刊，第6卷第3期，9月，頁40-49。
    施致平（2008），職棒球隊經營對其母企業之效益評估─以兄弟象為例，師大學報：人文與社會科學類，第53卷第1期，1月，頁49-63。
    陳佳蔓（2023），臺北鯨華粉絲團使用者涉入程度與品牌忠誠度關係之研究，未出版碩士論文，臺北市立大學體育學系，台灣台北。
    廖禹婷（2022），亞太區首家RE100紡織業者 菁華工業如何迎接綠電時代？，https://e-info.org.tw/node/235169，擷取日期：2024年2月25日。
    賴岳炫、曾盛恕、林孟彥（2020），球隊認同感、對贊助商態度與休閒效益：口碑意願型態的中介效果，體育學報，第53卷第1期，3月，頁95-110。
    謝政勳、楊淨文（2019），看見看不見的社會力：社區型社會企業之社會投資報酬個案評估研究，人文社會科學研究，第13卷第3期，9月，頁29-61。
    顏明哲、張家昌（2006），企業贊助運動選手之效益概述，彰化師大體育學報，第6期，7月，頁227-235。
    鯨華女排官方網站（2023），球隊介紹，https://www.kingwhalesports.com/index/about.html，擷取日期：2024年2月25日。

    英文參考文獻
    Aguinis, H., & Glavas, A. (2012). What we know and don’t know about corporate social responsibility: A review and research agenda. Journal of Management, 38(4), 932-968.
    Ashrafi, M., Adams, M., Walker, T. R., & Magnan, G. (2018). How corporate social responsibility can be integrated into corporate sustainability: A theoretical review of their relationships. International Journal of Sustainable Development & World Ecology, 25(8), 672-682.
    Atkisson, A., & Hatcher, R. L. (2001). The compass index of sustainability: Prototype for a comprehensive sustainability information system. Journal of Environmental Assessment Policy and Management, 3(04), 509-532.
    Bauer, H. H., Stokburger-Sauer, N. E., & Exler, S. (2008). Brand image and fan loyalty in professional team sport: A refined model and empirical assessment. Journal of Sport Management, 22(2), 205-226.
    Beaton, A. A., Funk, D. C., Ridinger, L., & Jordan, J. (2011). Sport involvement: A conceptual and empirical analysis. Sport Management Review, 14(2), 126-140.
    Bodet, G., Geng, H., Chanavat, N., & Wang, C. (2020). Sport brands' attraction factors and international fans. Sport, Business and Management: An International Journal, 10(2), 147-167.
    Bowen, H. R. (1953). Social Responsibilities of the Businessman. University of Iowa Press.
    Bottero, M., Ambrosini, G., & Callegari, G. (2017). Valuing the impact of social housing renovation programs: An application of the Social Return on Investment (SROI). Appraisal: From Theory to Practice: Results of SIEV 2015, 291-302.
    Branscombe, N. R., & Wann, D. L. (1991). The positive social and self concept consequences of sports team identification. Journal of Sport and Social Issues, 15(2), 115-127.
    Branscombe, N. R., & Wann, D. L. (1992). Role of identification with a group, arousal, categorization processes, and self-esteem in sports spectator aggression. Human Relations, 45(10), 1013-1033.
    Carroll, A. B. (1979). A three-dimensional conceptual model of corporate performance. Academy of Management Review, 4(4), 497-505.
    Carroll, A. B. (1991). The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders. Business Horizons, 34(4), 39-48.
    Carroll, A. B. (1999). Corporate social responsibility. Business and Society, 38(3), 268-295.
    Carroll, A.B. (2001). Ethical challenges for business in the new millennium: corporate social responsibility and models of management morality. Business Ethics Quarterly, 10(1), 33-42.
    Chang, M. J., Kang, J. H., Ko, Y. J., & Connaughton, D. P. (2017). The effects of perceived team performance and social responsibility on pride and word-of-mouth recommendation. Sport Marketing Quarterly, 26(1), 31.
    Clark, C., & Rosenzweig, W. (2004). Double bottom line project report. University of California, Berkeley.
    Damtoft, N. F., Lueg, R., van Liempd, D., & Nielsen, J. G. (2023). A critical perspective on the measurement of social value through SROI. Social Value, Climate Change and Environmental Stewardship: Insights from Theory and Practice, 33-42, Cham: Springer International Publishing.
    Durand, R., Rodgers, Z., & Lee, S. (2019). Social Impact Assessment Strategy Report. HEC Paris Society and Organization Center.
    Epstein, M. J., & Yuthas, K. (2017). Measuring and Improving Social Impacts: A Guide for Nonprofits, Companies and Impact Investors. Routledge.
    Foster, W. M., & Hyatt, C. (2007). I despise them! I detest them! Franchise relocation and the expanded model of organizational identification. Journal of Sport Management, 21(2), 194-212.
    Frederick, W. C. (1960). The growing concern over business responsibility. California Management Review, 2(4), 54-61.
    Freeman, R. E. (1984). Strategic Management: A Stakeholder Approach, Boston: Pitman Publishing Inc., 25.
    Friedman, M. (1962). Capitalism and Freedom. University of Chicago Press, Chicago and London, 9-16.
    Funk, D.C., (2002). Consumer-based marketing: The use of micro-segmentation strategies for understanding sport consumption. International Journal of Sports Marketing and Sponsorship, 4, 231-256.
    Geva, A. (2008). Three models of corporate social responsibility: Interrelationships between theory, research, and practice. Business and Society Review, 113(1), 1-41.
    Gladden, J.M., & Milne, G.R. (1999). Examining the importance of brand equity in sport. Sport Marketing Quarterly, 8, 21-29.
    Jones, D. (1997). Good works, good business, USA Today, 25, 1B-2B.
    Kitchin, T. (2003). Corporate social responsibility: A brand explanation. Journal of Brand Management, 10, 312-326.
    Kolbe, R.H., & James, J.D. (2003). The internalization process among team followers: Implications for team loyalty. International Journal of Sport Management, 4, 25-43.
    Kwon, H. H., & Armstrong, K. L. (2006). Impulse purchases of sport team licensed merchandise: what matters?. Journal of Sport Management, 20(1), 101-119.
    Kwon, H. H., Trail, G., & James, J. D. (2007). The mediating role of perceived value: Team identification and purchase intention of team-licensed apparel. Journal of Sport Management, 21(4), 540-554.
    Lamberti, L., & Lettieri, E. (2009). CSR practices and corporate strategy: Evidence from a longitudinal case study. Journal of Business Ethics, 87, 153-168.
    Lantos, G. P. (2001). The boundaries of strategic corporate social responsibility. Journal of Consumer Marketing, 18(7), 595-632.
    Latapí Agudelo, M. A., Jóhannsdóttir, L., & Davídsdóttir, B. (2019). A literature review of the history and evolution of corporate social responsibility. International Journal of Corporate Social Responsibility, 4(1), 1-23.
    Lettieri, E., Biasin, C., Selva, A., Isella, L., Onofrio, R., & Bertelè, P. (2021). SROI Methods for Impact Assessment in Economy of Wellbeing. Digital Health Technology for Better Aging: A Multidisciplinary Approach, 245-266. Cham: Springer International Publishing.
    Lingane, A., & Olsen, S. (2004). Guidelines for social return on investment. California Management Review, 46(3), 116-135.
    Lintumäki, P., & Koll, O. (2024). Sport team identification: A social identity perspective comparing local and distant fans. International Journal of Sports Marketing and Sponsorship, 25(1), 1-17.
    Lock, D., & Heere, B. (2017). Identity crisis: A theoretical analysis of ‘team identification’ research. European Sport Management Quarterly, 17(4), 413-435.
    Lombardo, G., Mazzocchetti, A., Rapallo, I., Tayser, N., & Cincotti, S. (2019). Assessment of the economic and social impact using SROI: An application to sport companies. Sustainability, 11(13), 3612.
    Manetti, G. (2014). The role of blended value accounting in the evaluation of socio-economic impact of social enterprises. VOLUNTAS: International Journal of Voluntary and Nonprofit Organizations, 25, 443-464.
    Maas, K., & Liket, K. (2011). Social impact measurement: Classification of methods. Environmental Management Accounting and Supply Chain Management, 171-202.
    Matsuoka, H., Chelladurai, P., & Harada, M. (2003). Direct and interaction effects of team identification and satisfaction on intention to attend games. Sport Marketing Quarterly, 12(4).
    McWilliams, A., & Siegel, D. (2001). Corporate social responsibility: A theory of the firm perspective. Academy of Management Review, 26(1), 117-127.
    Nicholls, J., Lawlor, E., Neitzert, E., & Goodspeed, T. (2012). A Guide to Social Return on Investment. London: Office of the Third Sector, The Cabinet Office.
    Nielsen, J. G., Lueg, R., & Van Liempd, D. (2021). Challenges and boundaries in implementing social return on investment: An inquiry into its situational appropriateness. Nonprofit Management and Leadership, 31(3), 413-435.
    Post, J., & Preston, L. E. (2012). Private Management and Public Policy: The Principle of Public Responsibility. Stanford University Press.
    PWC (2018). Social impact from ctbc's sponsorship of professional baseball social return on investment report, Retrieved from https://socialvalueuk.org/reports/16313/ on February 8, 2024.
    Rawhouser, H., Cummings, M., & Newbert, S. L. (2019). Social impact measurement: Current approaches and future directions for social entrepreneurship research. Entrepreneurship Theory and Practice, 43(1), 82-115.
    Ross, S.D. (2006). A conceptual framework for understanding spectator-based brand equity. Journal of Sport Management, 20, 22-38.
    Rotheroe, N., & Richards, A. (2007). Social return on investment and social enterprise: transparent accountability for sustainable development. Social Enterprise Journal, 3(1), 31-48.
    Sethi, S. P. (1975). Dimensions of corporate social performance: An analytical framework. California Management Review, 17(3), 58-64.
    Social Value International (2021). The Principles of Social Value, Retrieved from https://www.socialvalueint.org/principles/ on February 4, 2024.
    Stephan, U., Patterson, M., Kelly, C., & Mair, J. (2016). Organizations driving positive social change: A review and an integrative framework of change processes. Journal of Management, 42(5), 1250-1281.
    Szijarto, B., Milley, P., Svensson, K., & Cousins, J. B. (2018). On the evaluation of social innovations and social enterprises: Recognizing and integrating two solitudes in the empirical knowledge base. Evaluation and Program Planning, 66, 20-32.
    Trail, G. T., Anderson, D. F., & Fink, J. S. (2000). A theoretical model of sport spectator consumption behavior. International Journal of Sport Management, 1(3), 154-180.
    Trail, G. T., Fink, J. S., & Anderson, D. F. (2003). Sport spectator consumption behavior. Sport Marketing Quarterly, 12(1).
    Tuzzolino, F., & Armandi, B. R. (1981). A need-hierarchy framework for assessing corporate social responsibility. Academy of Management Review, 6(1), 21-28.
    Van Marrewijk, M. (2003). Concepts and definitions of CSR and corporate sustainability: Between agency and communion. Journal of Business Ethics, 44, 95-105.
    Vaughn, S. (1999). Firms find long-term rewards in doing good. Business Ethics, 99.
    Velaz, I., José G. Sison, A., & Fontrodona, J. (2007). Incorporating CSR and stakeholder management into corporate strategy: A case study of the CAN experience 2002‐2006. Corporate Governance: The International Journal of Business in Society, 7(4), 434-445.
    Wakefield, L. T., & Bennett, G. (2018). Sports fan experience: Electronic word-of-mouth in ephemeral social media. Sport Management Review, 21(2), 147-159.
    Wakefield, K. L., & Sloan, H. J. (1995). The effects of team loyalty and selected stadium factors on spectator attendance. Journal of Sport Management, 9(2), 153-172.
    Wann, D. L., & Branscombe, N. R. (1990). Die-hard and fair-weather fans: Effects of identification on BIRGing and CORFing tendencies. Journal of Sport and Social Issues, 14(2), 103-117.
    Wann, D. L., Dimmock, J. A., & Grove, J. R. (2003). Generalizing the team identification-psychological health model to a different sport and culture: The case of australian rules football. Group Dynamics: Theory, Research, and Practice, 7(4), 289.
    Wann, D. L., & Pierce, S. (2005). The relationship between sport team identification and social well-being: Additional evidence supporting the team identification-social psychological health model. North American Journal of Psychology, 7(1).
    Wann, D. L. (2006). Understanding the positive social psychological benefits of sport team identification: The team identification-social psychological health model. Group Dynamics: Theory, Research, and Practice, 10(4), 272.
    Wann, D. L., Keenan, B., & Page, L. (2009). Testing the team identification-social psychological health model: examining non-marquee sports, seasonal differences, and multiple teams. Journal of Sport Behavior, 32(1).
    Werther Jr, W. B., & Chandler, D. (2005). Strategic corporate social responsibility as global brand insurance. Business Horizons, 48(4), 317-324.
    Weiss, C. H. (1995). Nothing as practical as good theory: Exploring theory-based evaluation for comprehensive community initiatives for children and families. New Approaches to Evaluating Community Initiatives: Concepts, Methods, and Contexts, 1, 65-92.
    Woratschek, H., Horbel, C., & Popp, B. (2020). Determining customer satisfaction and loyalty from a value co-creation perspective. The Service Industries Journal, 40(11-12), 777-799.
    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    111363025
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0111363025
    Data Type: thesis
    Appears in Collections:[MBA Program] Theses

    Files in This Item:

    File Description SizeFormat
    302501.pdf6368KbAdobe PDF0View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback