COVID-19知覺風險對健身產業物聯網知覺價值與線上消費意願之影響

The impact of perceived COVID-19 risk on the perceived value of the internet of things in the fitness industry and online consumption intentions

緒論：COVID-19疫情出現，全球進入大流行時代。隨著疫情不斷擴張，許多國家經濟發展及醫療體系都受到嚴重影響，運動產業消費者亦受國家防疫政策與染疫風險所影響，從實體逐漸轉為虛擬平臺的線上消費，健身產業也因此面臨消費人口流失。身處疫情時代，如何調整經營策略，維持穩定的收益，將是健身產業面臨的重要議題之一。本研究聚焦於探索COVID-19疫情期間，實體消費知覺風險，在健身業物聯網知覺價值與線上消費意願間的中介效果，及釐清知覺風險、知覺價值、線上消費意願變項間的關係。方法：本研究以運動中心與運動俱樂部之消費者為研究對象，使用問卷調查法進行分析，總計回收390份有效問卷。問卷經過信效度檢驗後，使用結構方程模型（SEM）來驗證新冠病毒知覺風險、物聯網知覺價值和消費意向之間的關係。結果：本研究分析結果顯示，物聯網知覺價值會正向影響線上消費意願；實體消費知覺風險不會影響線上消費意願，但會正向影響物聯網知覺價值；物聯網知覺價值在實體消費知覺風險與線上消費意願間，扮演著完全中介角色。結論：由於COVID-19的出現，引起消費者對於實體場館運動消費的知覺風險，因而突顯物聯網相關科技產品與服務的價值。雖然衝擊傳統健身業經營，但是不見線上消費意願的大幅成長。因此，健身業宜強化線上運動在消費者心中的價值認知，促進線上消費意願。從物聯網知覺價值的觀點出發，透過運動線上化、電子化的方式，整合消費與運動APP、穿戴式裝置等行動介面，開創多元的線上課程與服務供消費者選擇。

Introduction: Since the emergence of COVID-19, the world has entered an era marked by the pandemic. The ongoing spread of the virus has significantly impacted the economic development and healthcare systems of many countries. Due to national epidemic prevention policies and the risks of contracting COVID-19, customers in the sports industry have shifted from in-person consumption to online options, leading to a decline in customer retention for fitness centers. Consequently, it is essential for the fitness industry to develop management strategies that ensure stable revenue in this pandemic era. Fitness businesses must analyze consumer behaviors and needs and explore how the perceived risk of COVID-19 affects the perceived value of the Internet of Things (IoT) and consumption intentions. By doing so, they can advance the digitalization of sports, create online sports services, reduce customers’perceived risks, and increase their willingness to engage in online consumption. This study aims to investigate the impact of perceived COVID-19 risk on the perceived value of fitness IoT and to analyze the relationships among perceived risk, perceived value, and consumption intentions. Methods: This study surveyed customers of fitness centers and sports clubs, with a total of 390 valid responses collected. The questionnaires underwent reliability and validity testing. Structural Equation Modeling (SEM) was used to examine the connections among perceived COVID-19 risk, the perceived value of IoT, and consumption intentions. Results: The perceived value of IoT had a positive influence on online purchase intentions. While the perceived risk of inperson consumption during the COVID-19 pandemic did not directly affect online consumption intentions, it positively influenced the perceived value of IoT. Additionally, the perceived value of IoT served as a mediator between the perceived risk of in-person consumption during the pandemic and online consumption intentions. Conclusion: COVID-19 has heightened customers’risk perception regarding physical visits to fitness centers. In response, it is recommended that sports businesses adapt by digitalizing sports offerings to make fitness more accessible online. For example, businesses could integrate purchasing and exercise into a single app, offer diverse online courses and services, and enhance the perceived value of online sports, ultimately boosting customers’willingness to engage in online consumption.