本課程旨在介紹學生瞭解消費者行為的基本概念，並提供理論及實務案例，期許學生進一步瞭解消費者行為在行銷上的重要性。This course aims to introduce students to understand the basic concepts of consumer behavior and provide theoretical and practical cases, so as to further understand the importance of consumer behavior in marketing.
經濟學和消費者行為學均是一種探討人類行為的科學，本課程希望從環境面、消費者面，以及組織面等三個面向切入，完整地探討影響消費者行為的主要面向，討論諸如次文化、社會階層、參考群體，以及家庭對消費者行為的影響，並輔助以國內外（包括中國大陸）實際案例，以期能藉由豐富的案例來加強與輔助理解與說明。
Economics and consumer behavior are both a science that explores human behavior. This course hopes to enter three aspects: environment, consumer, and organizational aspects, to fully explore the main aspects that affect consumer behavior, discuss the impact of subculture, social level, reference groups, and family on consumer behavior, and help to strengthen and assist in understanding and explanation through rich cases.
陸洛、高旭繁著，(民國100)。消費者行為。台中市，滄海圖書。
by Lu Luo and Gao Xufan, (100 of the Republic of China). Consumer behavior. Taichung City, Huahai Book.
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 課程參與課程參與 Course Participation |
20 | 出席與參與狀況 |
| 期中考試期中考試 Midterm exam |
35 | |
| 期末報告期末報告 Final report |
45 |
