運動創業家精神對價值共創與組織績效之影響——以國民運動中心為例

Abstract

本研究旨在從國民運動中心消費者的角度出發，探討經營者運用運動創業家精神對價值共創及組織績效之影響，為國民運動中心經營者或潛在經營者提供相關評估和參考方向，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作為研究工具，通過立意取樣的方式進行資料收集，回收共計 721 份問卷，其中有效樣本數量 698 份，有效樣本回收率達 96.8%。運用敘述性統計、驗證性因素分析、探索性因素分析及結構方程模型等方法進行相關假設驗證。 研究結果顯示，運動創業家精神顯著正向影響價值共創；價值共創顯著正向影響組織績效。此外，運動創業家精神僅對組織績效中的服務品質構面有顯著正向影響；而價值共創在運動創業家精神對組織績效影響中起到中介作用，部分中介運動創業家精神對服務品質的影響，完全中介運動創業家精神對顧客滿意度的影響。 綜合文獻及研究結果，本研究證實價值共創在運動創業家精神與組織績效之間的中介效果，顯示國民運動中心經營者應具備識別環境和市場變化，提出創新機會，並通過提升運動創業家精神來激發產業生態圈的共同參與。運動創業家精神和價值共創能促使企業與利益相關者共同合作應對危機，即時回應環境變化，透過緊密的商業網絡實現互補和綜效，共創價值。

This study aims to explore the impact of managers' application of sport entrepreneurship on value co-creation and organizational performance from the perspective of consumers at Civic Sports Centers. The study provides relevant assessments and reference directions for current and potential managers of Civic Sports Centers. Using four scales—sport entrepreneurship, value co-creation, service quality, and customer satisfaction—as research tools, data were collected through purposive sampling. A total of 721 questionnaires were collected, with 698 valid samples, resulting in an effective sample recovery rate of 96.8%. Methods such as descriptive statistics, confirmatory factor analysis, exploratory factor analysis, and structural equation modeling were employed to verify the hypotheses. The research findings indicate that sport entrepreneurship significantly and positively affects value co-creation, which in turn significantly and positively affects organizational performance. Additionally, sport entrepreneurship has a significant positive impact only on the service quality dimension of organizational performance. Value co-creation serves as a mediator in the relationship between sport entrepreneurship and organizational performance, partially mediating the effect of sport entrepreneurship on service quality and fully mediating the effect on customer satisfaction. Integrating literature and research findings, this study confirms the mediating effect of value co-creation between sport entrepreneurship and organizational performance. It suggests that Civic Sports Center managers should identify environmental and market changes, propose innovative opportunities, and enhance sport entrepreneurship to stimulate collective participation within the industry ecosystem. Sport entrepreneurship and value co-creation enable businesses and stakeholders to collaboratively address crises, promptly respond to environmental changes, and achieve complementarities and synergies through close business networks, thereby creating greater value.