運動健身場館業數位轉型營運策略研究

科技的創新及發展，提供便利的生活，線上消費、數據、科技應用的重要性日趨上升，許多研究顯示，消費行為逐漸轉往線上進行，2020新冠肺炎更加速此現象。隨著消費行為的改變，公司與企業的營運模式也被迫進行轉型，數位化的趨勢使數位轉型成為必須面對的議題。本研究旨在探討現行運動健身場館業者數位化現況、科技投資考量，以及消費者科技使用心理感受、接受程度、實際需求等因素，並提出初步健身場館產業科技數位轉型策略方向。本研究以文獻回顧與參照Dell Technologies Digital Transformation Index與Futurum Research 2020 Digital Transformation Index問卷內容，分別針對運動健身場館消費者、運動健身場館業者、專家學者、科技業者進行深度訪談。本研究發現，消費者對於運動健身相關數位科技嘗試意願高，因此場館數位化可滿足消費者運動需求，但是長期使用意願會受到價格影響，而健身場館業者對於是否進行數位化的首要考量，則為消費族群、需求及成本。另外，專家學者認為政府能以相關資源整合平台的方式，幫助業者進行數位轉型，而科技業者則認為場館業者在明確暸解其數位化之目的及方向後，方能進行跨域合作。本研究建議消費者可多方嘗試並接收運動數位科技相關資訊，運動健身場館業者可以符合消費者需求為目標，與適當之科技業者合作，將既有服務與產品結合數位，提升消費者體驗，政府可將數位轉型相關資訊進行媒合並提供健身場館業者參考，最後，科技業者可與健身場館業者進行交流，以利未來產業的合作。

關鍵字

運動健身場館；運動產業；數位轉型；數位；深度訪談

並列摘要

The innovation and evaluation of technology facilitate our lives. The importance of online shopping, data, and the adoption of information technology (IT) increases day by day. Several studies observe that consumer behavior is shifting online gradually; meanwhile, the COVID-19 pandemic has accelerated such phenomenon. Regarding the behavior shift, companies and enterprises are forced to transform their operating model. The trend of digitalization has made digital transformation an inevitable issue. This study aims to explore the current digitization degree and technology investment considerations of sports and fitness facilities, as well as consumer psycological feelings of the use of technology, acceptance level, needs, and so on, then propose a preliminary sports and fitness facilities digital transformation strategy direction. The study is based on a literature review and has conducted in-depth interviews with consumers of sports and fitness facilities, operators of sports and fitness facilities, experts and scholars, and technology companies reference to Dell Technologies Digital Transformation Index and Futurum Research 2020 Digital Transformation Index questionnaires. This study has found that consumers have a high willingness to experiment with digital technology related to sports and fitness. The digitalization of the facilities can meet consumers sports needs, but the willingness to long-term use will be affected by the price. The primary consideration of fitness facilities operators for digitalization is consumer groups, demands, and costs. In addition, experts and scholars believe that the government can help the industry to carry out digital transformation by means of relevant resource integration platforms, while the technology industry believes that venue operators can only carry out cross-domain cooperation after they have a clear understanding of the purpose and direction of digitalization. The results show that sports and fitness venues should consider the cost and consumer needs to determine the goals and directions for digitalization. The study suggests that consumers can attempt to use different digital sports technology products and receive related information. Sports and fitness venues can meet the needs of consumers as the goal, and cooperate with appropriate technology companies to integrate existing services and products with digital technologies, enable themselves to improve consumer experience. Information related to digital transformation can be merged to provide reference for fitness venue operators by the government. Finally, technology operators can communicate with sports and fitness facilities operators to facilitate cooperation in the future.

並列關鍵字

sports facilities ； sports industries ； digital transformation ； digital ； in-depth interviews

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運動健身場館業數位轉型營運策略研究

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