| Summary: | 碩士 === 大葉大學 === 休閒事業管理學系碩士在職專班 === 95 === The main objective of this study is to understand the relationship of the amateur players’ motivation, participation behavior and consumer behaviors of sports equipment. Investigate the target of the slow pitch softball player in Changhua County, especially the Slow Pitch Softball Pitch Committee in Changhua City, Hemei Town, Lugang Town, Yuanlin Town and Tianzhong Town. Choose ten teams from each committee as the sample.
The result of this study is that the majority of the slow pitch softball amateur players are the meridian of life, the middle class, the medium educational background, and blue-collar workers. There is no difference between the married and unmarried. Most players pay the expenses on time, and haven’t participated teams during the academic terms. The most motivations of amateur players are for health, fitness, interpersonal relationship and making good friends. Participants usually play slow pitch softball at the softball ground on Sunday morning with teammates, 1 to 5 times a month, 61 to 90 minutes each time. The major motivation is for health, and most players spend NTD 501 to 1,000 each month and enjoy the feeling of competition.
The results of this study are provided for further interpreting the amateur players’ motivation and participation behavior to the related units of slow pitch softball, such as government organizations, associations, teams and individuals, which are helpful for planning the game, renovating the ground, increasing the technique and flowing the information. The results of the consumer behavior of the slow pitch softball players are provided to the correlated leisure industry for developing the marketing strategy based on the changing of the environment and market.
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