以理論與個案並重方式，介紹消費者偏好，讓學生對消費者購買行為有充分暸解，為學生建立消費者行為研究的基本觀點與思維。Emphasizing both theory and case studies, this course introduces consumer preferences so that students can fully understand consumer purchasing behavior and establish basic perspectives and thinking in consumer behavior research.
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.
Micheal R.Solomon. Consumer Behavior: Buying, Having, and Being.. 6th edition, prentice Hall.(中譯本)
Journal of Marketing, Journal o Business Research, Journal of Consumer Behavior
Micheal R.Solomon. Consumer Behavior: Buying, Having, and Being.. 6th edition, prentice Hall.(Chinese translation)
Journal of Marketing, Journal o Business Research, Journal of Consumer Behavior
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 個案報告及平時報告分數個案報告及平時報告分數 Case reports and daily report scores |
60 | |
| 期末期刊論文期末期刊論文 Final Journal Paper |
40 |
