Then, a structural equation model is established in order to explicate the dimensionalities and directionalities of antecedents for perceived sponsor sincerity in philanthropic sponsorship campaigns of service product brands.

• 此模型加以严谨之实证，进而建立一结构方程式模型，以阐明在服务性产品品牌公益赞助活动中被知觉之赞助者诚意之前置变项。