運動產業的數位化浪潮：虛擬實境應用探討

Digital Transformation and Application of Virtual Reality in Sports Industry

李昇原(Sheng-Yuan Lee)；林怡秀(Yi-Hsiu Lin)

運動科技 ； 運動賽會轉播 ； 粉絲經營 ； 贊助 ； sports technology ； sports broadcasting ； fan engagement ； sponsorship

休閒運動健康評論

11卷2期（2022 / 09 / 30）

95 - 108

繁體中文

本研究旨在探索虛擬實境（Virtual Reality, VR）在運動產業數位化浪潮中的相關應用。本研究以文獻探討的形式，針對虛擬實境的定義、現今虛擬實境頭戴式裝置（head mounted display, HMD）之主流品牌與虛擬實境在運動產業不同領域的應用進行整理與討論。本研究發現虛擬實境在運動賽會轉播、贊助商關係與粉絲經營、運動零售、體育博物館、運動訓練與分析以及運動參與領域皆已有大量的應用，並已創造出新的價值；虛擬實境在運動設施領域，也出現相關的企業投入開發虛擬實境場館。本研究蒐集之虛擬實境應用案例已清楚顯示出虛擬實境的應用對於運動產業帶來的貢獻，虛擬實境在運動產業之未來會有更多創新的應用與連帶產生的創新商業模式出現，相關的研究值得持續討論。

The purpose of this study was to explore the adoption of Virtual Reality (VR) in sports industries where the digitalization had become a trend. This study organized and discussed the definition of VR, current mainstream brands of different VR Head Mounted Display (HMD), and different applications in different segments of sports industries via a literature review. The study found there had been a wide range of adoption in sports broadcasting, sponsorship and fan engagement, sporting retail, sports museum, sports training and analysis, and sports participation, all of which had created innovative value; in terms of sport facilities, there had been a company invested in VR stadium. The cases of VR adoption that the study collected clearly showed a great contribution in sports industries from VR, and the author believed that there will be more and more innovative application and associated innovative business models in the future of sports industries. Therefore, the related topics deserve further discussions.

1. 王琦,鄭建文(2019)。使用 3D 音效系統以增強虛擬實境體驗之研究。管理資訊計算，8(2)，56-68。
   連結：
2. Topick. (2019). VR 運動遊戲館落戶旺角波鞋街商場 10.3 起免費對外開放. 2019, Sep 29 Retrieved from: https://reurl.cc/p1bW8r
3. Al Rashid, A.,Khalid, M. Y.,Imran, R.,Ali, U.,Koc, M.(2020).Utilization of banana fiber-reinforced hybrid composites in the sports industry.Materials,13(14),3167.
4. ARPost. (2021). Virtex stadium-the first “True” virtual reality stadium for esports launches soon. 2021, July 16 Retrieved from: https://arpost.co/2021/07/16/virtex-virtual-reality-stadium-esports/
5. Avidon, E (2020). Pandemic speeds up digital transformation in sports. TechTarget. 2020, Feb 6 Retrieved from: https://www.techtarget.com/searchbusinessanalytics/news/252489982/Pandemic-speeds-up-digital-transformation-in-sports
6. Beck, J.,Rainoldi, M.,Egger, R., Dr.(2019).Virtual reality in tourism: a state-of-the-art review.Tourism Review,74
7. Boyd, D. E.,Koles, B.(2019).An introduction to the special issue "Virtual Reality in Marketing": Definition, theory and practice.Journal of Business Research,100,441-444.
8. Cicek, I.,Bernik, A.,Tomicic, I.(2021).Student thoughts on virtual reality in higher education-A survey questionnaire.Information,12(4),151.
9. Cruz-Neira, C.,Fernández, M.,Portalés, C.(2018).Virtual reality and games.Multimodal Technologies and Interaction,2(1),8.
10. Dearsley, B. (2021). 12 top-rated attractions & things to do in Wimbledon. 2021, Jul 26 Retrieved from: https://www.planetware.com/london/wimbledon-eng-l-wim.htm
11. Dickson, B. (2016). How virtual reality is transforming the sports industry. Tech Crunch. 2016, Sep 15 Retrieved from: https://techcrunch.com/2016/09/15/how-virtual-reality-is-transforming-the-sports-industry/
12. Digital Information World (2021). How has digitalisation found its way into the sports industry? 2021, Feb 18 Retrieved from: https://www.digitalinformationworld.com/2021/02/how-has-digitalisation-found-its-way.html
13. FIFA (2018). Trophy tour offers fans VR experience. 2018, Apr 10 Retrieved from: https://www.fifa.com/tournaments/mens/worldcup/2018russia/news/trophy-tour-offers-fans-vr-experience
14. Fmlogistic (2019). How can virtual reality improve the in-store experience? 2018, Apr 10 Retrieved from: https://www.fmlogistic.com/blog/how-can-virtual-reality-improve-the-in-store-experience/
15. Graham, M. (2021). Facebook CEO Mark Zuckerberg envisions Peloton-like fitness subscriptions for VR. CNBC. 2021, June 17 Retrieved from: https://www.cnbc.com/2021/06/17/zuckerberg-envisions-peloton-like-fitness-subscriptions-for-vr.html
16. Greenwald, W. (2022). The Best VR Headsets for 2022. PCMAG. 2022, Apr 20 Retrieved from: https://www.pcmag.com/picks/th.e-best-vr-headsets
17. Hillmann, C.(2019).Unreal for Mobile and Standalone VR.Apress.
18. Howley, E. K. (2022). Exercise and virtual reality. USNews. 2022, Mar 18 Retrieved from: https://health.usnews.com/wellness/fitness/articles/exercise-and-virtual-reality
19. Hughes, B. (2016). How sports teams are using virtual reality to enhance the fan experience. 2022, Mar 18 Retrieved from: https://mrblairhughes.com/how-sports-teams-are-using-virtual-reality-to-enhance-the-fan-experience/
20. Jaekel, B. (2017). NBA, NHL ticket sales on Rukkus jump after virtual reality integration. 2022, Apr 20 Retrieved from: https://www.retaildive.com/ex/mobilecommercedaily/nba-nhl-ticketing-jumps-after-virtual-reality-integration-via-rukkus-app
21. Kardong-Edgren, S.,Farra, S. L.,Alinier, G.,Young, H. M.(2019).A call to unify definitions of virtual reality.Clinical Simulation in Nursing,31,28-34.
22. Kletke, K.(2021).Toronto Metropolitan University.
23. Kumawat, V.,Dhaked, R.,Sharma, L.,Jain, S.(2020).Evolution of immersive technology.Journey of Computational Reality,6(2),37-47.
24. Kunz, R. E.,Santomier, J. P.(2020).Sport content and virtual reality technology acceptance.Sport, Business and Management: An International Journal,10(1),83-103.
25. Lane, T. (2018). Virtual reality and Celtics Gordon Hayward's rehab. 2018, Feb 6 Retrieved from: https://www.celticslife.com/2018/02/virtual-reality-and-celtics-gordon.html
26. Light and shadows. (2021). How do sports retailers seduce their customers with VR & AR? 2021, Mar 1 Retrieved from: https://light-and-shadows.com/sports-retailers-seduce-customers-with-vr-ar/
27. Mccaskill, S. (2022). NBA launches Meta Quest VR environment to engage fans during playoffs. Sports media. 2022, May 13 Retrieved from: https://www.sportspromedia.com/news/nba-lane-vr-meta-metaverse/
28. McGuire, L.(2019).Frederick Kiesler and virtual reality on the modernist stage and screen.Interiors,10,1-24.
29. Miah, A.,Fenton, A.,Chadwick, S.(2020).Virtual reality and sports: The rise of mixed, augmented, immersive, and esports experiences.21st Century Sports
30. Mons, J. K. (2020). 10 powerful reasons why VR will transform sports. Sport Tomorrow. 2020, May 12 Retrieved from: https://sporttomorrow.com/10-powerful-reasons-why-vr-will-transform-sports/
31. Mybest (2022)。【2022 最新】十大 VR 虛擬實境眼鏡推薦排行榜。2022 年 5 月 31日。取自：https://my-best.tw/3478
32. Myers, K.,Brown, M.,Payne, S.,Rosney, D.(2020).The reinvention of the health and fitness industry during the coronavirus pandemic.CommonHealth,1,121-131.
33. Overstreet, K. (2020). How AR and VR will enhance the future of the sports arena experience. 2020, June 5 Retrieved from: https://www.archdaily.com/941030/how-ar-and-vr-will-enhance-the-future-of-the-sports-arena-experience
34. Rathonyi, G.,Bácsné Bába, É.,Müller, A.,Rathonyi-Odor, K.(2018).How digital technologies are changing sport?.Apstract: Applied Studies in Agribusiness and Commerce,12(3-4),89-96.
35. Ratten, V.(2020).Sport technology: A commentary.The Journal of High Technology Management Research,31(1),100383.
36. Redcard (2018). Virtual reality in sports marketing. 2018, Mar 16 Retrieved from: http://redcardglobal.com/2018/03/16/virtual-reality-in-sports-marketing/
37. Rothstein, M. (2022). NFL-licensed virtual reality game set for fall release. ESPN. 2022, Apr 21 Retrieved from: https://www.espn.com/nfl/story/_/id/33771548/nfl-licensed-virtual-reality-game-set-fall-release
38. Sayer, A. (2022). 5 best VR fitness apps for fun virtual reality workouts. 2022, Jan 22 Retrieved from: https://www.themanual.com/fitness/best-vr-fitness-apps/
39. Seemallorca. (2021). Rafa Nadal Sport-Xperience Museum, Manacor. An immersive experience in the world of sports. 2021, Apr 28 Retrieved from: https://www.seemallorca.com/museums/sport-xperience-by-rafa-nadal-museum-manacor-698188
40. Sports Facilities Companies (2017). Ways to utilize virtual reality at your sports facility. 2017, Oct 26 Retrieved from: https://sportsfacilities.com/ways-utilize-virtual-reality-sports-facility/
41. Tarpey, M. (2020). A brief history of digitization. exela technologies. 2020, August 19 Retrieved from: https://www.exelatech.com/blog/brief-history-digitization?language_content_entity=en
42. The 360 Ca (2021). The ultimate VR headset comparison table: Every VR headset compared. 2021, May 13 Retrieved from: https://www.threesixtycameras.com/vr-headset-comparison-table/
43. Thompson, S. (2022). VR applications: 23 industries using virtual reality. 2022, Mar 1 Retrieved from: https://virtualspeech.com/blog/vr-applications
44. Vertemati, M.,Cassin, S.,Rizzetto, F.,Vanzulli, A.,Elli, M.,Sampogna, G.,Gallieni, M.(2019).A virtual reality environment to visualize three-dimensional patient-specific models by a mobile head-mounted display.Surgical Innovation,26,155335061882286.
45. Yang, A. (2017). How VR free throw reps helped Washington wizards’ ian Mahinmi. Sport Business Journal. 2017, Aug 7 Retrieved from: https://www.sporttechie.com/ian-mahinmi-strivr-free-throw-percentage/
46. 教育部體育署 (2019)。107 年度我國民眾運動消費支出調查 (運動產業及企劃組) 。2019 年 8 月 7 日。取自：https://reurl.cc/rDbQK1。
47. 歐宜佩,陳信宏(2018)。近期數位轉型發展趨勢之觀察。經濟前瞻，178，94-99。
48. 鄭雅心,施翔云(2016)。虛擬實境與擴增實境的應用及發展。臺灣經濟研究月刊，39(12)，62-70。