目的:本研究旨在探討不同拍攝鏡位對於觀眾在觀看網球賽事轉播時之贊助廣告品牌辨識效益。隨著現代運動賽事轉播技術的多元化與即時化，廣告訊號的可視性與接受效果亦可能受到拍攝鏡位、賽事內容及觀眾特性之交互影響。有鑑於此，本研究以刺激—有機體—反應模型（Stimulus–Organism–Response, S-O-R）與有限容量理論（Limited Capacity Model）為理論基礎，探討「拍攝鏡位 × 賽事類型 × 運動涉入程度」三因子交互作用下對廣告品牌辨識與注意力表現之影響。方法:本研究採三因子混合實驗設計，最終招募59位受試者，觀看三場大滿貫賽事（澳網、法網、美網）之精華影片，並涵蓋三種拍攝鏡位（主視角、底線視角、動態追蹤視角）。研究結合眼動儀（Tobii Pro Spark）技術，紀錄總凝視時間、首次凝視時間與凝視次數等指標，並透過問卷評估品牌辨識分數與運動涉入程度。資料分析採用三因子混合變異數分析（Mixed-design ANOVA）與事後比較（Bonferroni）進行統計檢驗。結果:賽事類型與鏡位皆對品牌辨識具有顯著主效應，其中，美國網球公開賽在三項眼動指標上皆有最高表現，顯示其轉播內容在視覺吸引力上具有優勢；而品牌辨識方面，澳洲網球公開賽則顯著高於法網與美網；惟運動涉入程度在品牌辨識上並無顯著影響。此外，「賽事 × 鏡位」交互作用達顯著水準，顯示兩者的組合可顯著影響觀眾對贊助廣告的辨識效益。根據S-O-R模型，此結果支持外在視覺刺激（如鏡位與賽事內容）與觀眾內在特性之交互作用將影響其最終反應（品牌辨識）；而根據有限容量理論，觀眾的認知資源分配會受到訊息呈現密度與注意力負荷所制約。結論:本研究不僅為運動轉播鏡位設計與廣告配置提供實證依據，亦深化眼動技術於運動行銷與視覺傳播領域中的應用價值，並為未來相關研究提供理論拓展與方法參考。

This study examines the impact of broadcast camera angles on viewers’ brand recognition of sponsorship advertisements in tennis matches. Guided by the Stimulus–Organism–Response model and the Limited Capacity Model, a 3×3×2 mixed-factorial design was conducted with 59 participants who watched Grand Slam highlights (Australian Open, French Open, US Open) through three camera angles (main, baseline, dynamic tracking). Eye-tracking technology measured fixation indicators, while questionnaires assessed brand recognition and sport involvement. Results showed significant effects of tournament type and camera angle on brand recognition, with the Australian Open scoring highest. Eye-tracking indicators revealed stronger visual engagement in the US Open broadcasts. A significant interaction between tournament and camera angle was also found, though sport involvement was not significant. These findings highlight how external stimuli and event context influence cognitive processing, supporting the S-O-R framework and Limited Capacity Model. The study contributes to optimizing broadcast design and sponsorship strategies while expanding the application of eye-tracking in sports marketing research.

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