休閒健身產業投資風險因素分析－以臺灣北部健身產業爲例

本研究主要探討台灣運動休閒產業投資之風險因素，並以台灣北部健身產業為例，針對健身產業投資風險因素進行調查。本研究透過文獻資料與專家訪談，歸納影響運動休閒健身產業投資風險的31個因素，並在此基礎上設計調查問卷，在確認信度與效度後針對台灣北部地區，包含台北市、台北縣、基隆市、桃園縣、新竹縣、新竹市之運動健身產業（運動健身、運動中心）主管職以上之從業人員進行問卷調查，共發出185份問卷，有效回收161份，有效回收率為87%。以SPSS統計套裝軟體透過因素分析法對調查資料進行處理，共得到「專業性風險」、「資金與品牌風險」、「管理風險」、「市場風險」、「產品與環境風險」、「文化風險」以及「遺址風險」7個風險因素構面，並運用經濟學理論和市場行銷學理論對各因數中的各個影響因素進行了深入分析，並建立運動休閒健身產業的投資風險評估指標體系，其中影響因素最大的三大構面依序為：「專業性風險」、「市場風險」、「管理風險」而其中影響最大的5個風險因素依次分別為：「行銷策劃」、「市場定位」、「專業的經營管理技能」、「指導教練的素質和能力」及「企業（產品）品牌化程度」。

關鍵字

健身產業；投資風險；風險因素分析

並列摘要

This study mainly investigates the risk factors of Taiwan leisure industry investment with fitness industry in northern Taiwan as an example to proceed the risk factor investigation of fitness industry investment. Through literature references and expert interviews, 31 investment risk factors of sports fitness industry are induced. The factors are adopted as basis of designing the questionnaire. 185 questionnaires were issued to employees in charge in recognition reliability and validity of the sports and fitness industry (sports and fitness, sports center) in northern Taiwan, which including Taipei City, Taipei County, Keelung City, Taoyuan County, Hsinchu County, Hsinchu City with the effective recovery of 161 copies, and the effective rate was 87%. There are seven risk factors obtained by SPSS statistical software to process the survey data with factor analysis which are ”professional risk,” ”capital and brand risk,” ”manage risk,” ”market risk,” ”production and environmental risk,” ”cultural risk” and ”location risk” that also adopted economic theory and marketing theory on analyzing the factors of the various causes to establish risk assessment index system of sports fitness industry. There are three dimensions that affect majorly which are professional risk, market risk, and management risk with five main affecting risk factors, ”marketing plan,” ”market positioning,” ”professional business management skills,” ”quality and ability of instructors” and ”enterprise (product) branding level”.