| Summary: | 碩士 === 國立成功大學 === 創意產業設計研究所 === 106 === With increasing awareness of the importance of regular physical activity not only for individuals, but for collective well-being, and the rise in popularity of lifestyle sports globally, it has become more important to expand our knowledge by taking a multidisciplinary approach to further understand the individuals who are making a difference and their entrepreneurial activities. Through approaching the issue from both entrepreneurs’ and participants’ perspectives, this study examined the various values which were co-created through interactions between the stakeholders in the realm of lifestyle sports. There is some existing research covering value co-creation in the sports context, but often between fans and sports teams in mega events or online platform communities between fans, including athletes. Furthermore, only in recent years have researchers in the area of service dominant logic started to recognise and focus on customer behaviour as a part of resource integration for value co-creation. Following this notion, this research sheds light on sports entrepreneurship by closely examining an up and coming lifestyle sports, Street Workout and eliciting the process of value co-creation.
The research took a case study approach, exploring a Street Workout group in Tainan, Taiwan where interactions between the organiser and the participants in the value co-creation process were observed and analysed. A mixture of quantitative and qualitative data collection methods was used, which included data from in-depth interviews with the entrepreneurs and questionnaire responses from 25 participants. The results indicated that through increasing interaction, expectation from the participants also increased which not only encouraged the organiser to develop an entrepreneurial mind set but also promoted value co-creation behaviour among participants. In addition, not only the co-creation process supported by reciprocal relationships built through exercise sessions but also the utilisation of digital communication tools to keep conversation flowing has been extremely important. The significance of this research lies in its unique focus on individual and collective value co-creation and the process within a lifestyle sports context.
Moreover, this research provides an insight into what is involved by proactively engaging in sports entrepreneurial activity in Taiwan and contributes to existing value co-creation literature in the context of sports.
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