國民運動中心經營者之運動創業家精神、價值共創與經營績效關係之研究

The relationship between sports entrepreneurship, value co-creation, and the management performance of national sports centers

緒論：本研究旨在從消費者觀點出發，探討國民運動中心經營者運用運動創業家精神對價值共創與經營績效之影響，期能為現有及潛在經營者提供面對疫情風險創新經營實務應用之參考。方法：本研究以運動創業家精神、價值共創、服務品質與顧客滿意度四個量表為研究工具，以全國各地國民運動中心消費者為研究對象，採立意取樣方式進行問卷調查，共回收721份問卷，有效樣本為698份，有效回收率達96.8%。本研究透過敘述性統計、探索性與驗證性因素分析、結構方程模型等統計方法，驗證各變項間之關係。結果：運動創業家精神對價值共創具有顯著正向影響；價值共創則對經營績效亦具顯著正向影響。運動創業家精神對服務品質具有直接顯著影響；價值共創在運動創業家精神與經營績效之間具有中介效果。結論：本研究發現運動創業精神與價值共創之間存在顯著的正向關聯，展現更加積極與利益相關者進行合作，國民運動中心經營者者能夠在價值創造上取得優勢更有機會與利害關係者的進行合作的關係，開展更多產品線與服務範圍。因此，建議國民運動中心經營者應強化運動創業家精神，以敏銳洞察市場與環境變化，創造創新契機，並透過與利益關係人協作共創價值，促進組織整體績效，建立具韌性的產業生態系。

Introduction: This study examines the influence of sports entrepreneurship on value co–creation and organizational performance from the perspective of national sports center operators, as perceived by consumers. It aims to serve as a reference for current and prospective operators to innovate their business practices in response to epidemic risks. Method: The research utilized four scales—sports entrepreneurship, value co-creation, service quality, and customer satisfaction—as tools. Consumers of national sports centers nationwide were selected as participants through purposive sampling for a questionnaire survey. A total of 721 questionnaires were collected, with 698 valid responses and an effective recovery rate of 96.8%. The study employed descriptive statistics, exploratory and confirmatory factor analysis, structural equation modeling, and other statistical methods to analyze the relationships among variables. Results: Sports entrepreneurship has a significantly positive effect on value co-creation, which in turn significantly enhances organizational performance. Sports entrepreneurship directly and substantially influences service quality, and value co-creation mediates the relationship between sports entrepreneurship and organizational performance. Conclusion: The findings reveal a strong positive link between sports entrepreneurship and value co–creation, indicating that more proactive stakeholder collaboration enables sports and fitness venue operators to generate greater value and expand opportunities for cooperation. This can lead to the development of additional product lines and expanded service offerings. Therefore, it is recommended that national sports center operators strengthen their entrepreneurial mindset, stay aware of market and environmental changes, foster innovation opportunities, and promote value co-creation through stakeholder collaboration to improve overall organizational performance and build a resilient industry ecosystem.