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 the basic concepts of consumer behavior and provide theoretical and practical cases, hoping that students will 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 sciences that explore human behavior. This course hopes to completely explore the main aspects that influence consumer behavior from three aspects: the environment, the consumer, and the organization. Discussions such as The impact of culture, social class, reference groups, and family on consumer behavior is supplemented by actual cases at home and abroad (including mainland China), hoping to strengthen and assist understanding and explanation through a wealth of cases.
陸洛、高旭繁著，(民國100)。消費者行為。台中市，滄海圖書。
Written by Lu Luo and Gao Xufan, (Republic of China 100). consumer behavior. Taichung City, Canghai Books.
| 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 |
