大型語言模型輔助商業模式探索：以鐵人三項運動服務業為例

Abstract

台灣鐵人三項服務產業涵蓋賽事策劃、訓練指導、裝備銷售、營隊活動與旅遊等多元化的經營面向。本研究採用建構主義紮根理論(Constructivist Grounded Theory, CGT)之系統性質性分析方法，建構出整合性商業模式分析架構與行動導向應用模型。研究亦引入大型語言模型(Large Language Model, LLM)進行輔助編碼，透過AI與人工編碼比較其兩組編碼的Cohen’s Kappa值分別為0.474747及0.559322，顯示AI輔助編碼具備相當程度的信效度。研究貢獻：一、補足鐵人三項運動服務業之商業模式與盈利策略研究缺口；二、提出結合CGT與AI語意分析之半自動化質性研究模式；三、針對創業者、教練與賽事組織者等關鍵角色，提出具體且可行的策略建議。The triathlon service industry in Taiwan includes diverse operational aspects such as event planning, training programs, equipment sales, camps, and tourism activities. This study employs Constructivist Grounded Theory (CGT), using systematic qualitative analysis to develop an integrated business model analysis framework and an action-oriented application model.Additionally, this research incorporates Large Language Models (LLMs) for coding assistance. The reliability of AI-assisted coding was assessed by comparing it with manual coding, resulting in Cohen’s Kappa values of 0.474747 and 0.559322, respectively, indicating moderate reliability.The study makes three key contributions: firstly, it addresses existing research gaps concerning business models and profit strategies within the triathlon service industry; secondly, it introduces a semi-automated qualitative researchmodel combining CGT with AI semantic analysis; thirdly, it offers specific, actionable recommendations for key stakeholders, including entrepreneurs, coaches, and event organizers.