本研究針對慢速壘球運動愛好者做為調查對象，探討慢速壘球運動愛好者信念、態度、感覺、慾望、網購行為之相關性。本研究採用網路問卷調查，總共回收406份有效問卷，問卷回收後先進行資料統計處理分析，依據本研究分析結果做出以下結論：1.消費者信念、態度、感覺與消費者慾望有直接影響關係。2.消費者信念、態度、感覺與消費者網購行為有直接影響關係。3.消費者慾望與消費者網購行為有直接影響關係。4.以消費者慾望當作中介變項，更能影響消費者網購行為結果。最後依照研究結果對後續相關研究者提出建議，並且對於棒壘球運動用品零售商家提出經營參考建議。 This study aimed to explores the correlation among the beliefs, attitudes, feelings, desires, and online shopping behaviors of slow-pitch softball enthusiasts. In this study, 406 valid responses to an online survey were analtzed, and the results revealed the following: （1）consumer beliefs, attitudes, and feelings are directly related to consumer desires；（2）consumer beliefs, attitudes, and feelings have a direct effect on consumer online shopping behavior；（3）consumer desires have a direct influence on consumer online shopping behavior；and （4）the inclusion of consumer desires as an intermediary variable in the analysis changes the results pertaining to consumers' online shopping behaviors. Based on the results, suggestions are offered to scholars and to retailers of baseball and softball sporting goods.
