消費者行為是一門整合的學科，結合了行銷學、心理學、社會學、社會心理學、人類學、經濟學等不同領域。任何行銷活動一個很重要的前提是對消費者行為的瞭解與掌握，本課程會介紹消費者行為的研究範圍、消費者行為在行銷歷程中扮演的角色、影響消費行為的個人因素及環境因素以及消費者決策歷程。課程的目的是帶領同學探索消費者的思維與行為，同時也希望能培養同學對「人」的興趣，更瞭解自己與他人，不僅成為一個消費高手，也成為更體貼別人的人。Consumer behavior is an integrated science that combines different fields such as marketing, psychology, society, social psychology, human, and economics. An important premise for any marketing activity is to understand and master the behavior of consumers. This course will introduce the scope of research on consumer behavior, the role of consumer behavior in marketing, the personal and environmental factors that affect consumer behavior, and the consumer decision-making process. The purpose of the course is to lead students to explore consumers' thinking and behaviors. At the same time, we also hope to cultivate students' interest in "people" and better understand themselves and others. We will not only become a consumer expert, but also a person who sticks to others more.
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.
1.Consumer Behavior(2010),by Schiffman, Leon G. and Leslie Lazar Kanuk, Prentice Hall.
2.相關期刊文章研讀
1. Consumer Behavior (2010), by Schiffman, Leon G. and Leslie Lazar Kanuk, Prentice Hall.
2. Research on related journal articles
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