(1)瞭解消費者的心理與行為之理論架構。
(2)消費者之知覺、態度、決策與消費動機之形成及其在行銷管理之意涵。
(3)瞭解影響消費者心理與行為之因素
(4)運用市場策略影響消費者行為。(1) Understand the theoretical framework of consumer psychology and behavior.
(2) The formation of consumers’ perception, attitude, decision-making and consumption motivation and its implications in marketing management.
(3) Understand the factors that influence consumer psychology and behavior
(4) Use market strategies to influence consumer behavior.
消費者行為是行銷策略的基礎，本課程將從心理學的角度來探討消費者的決策模式，並分述消費者的個別差異、社會文化、環境等概念如何影響消費者的歷程。學生能透過對消費者的理解，洞察消費者內在複雜的心理歷程，以作為行銷心理學的參考依據。對餐旅產業來說，逛街、購買與消費能帶來渴望的好處的商品或服務是一重點了解消費者們所真正尋找的以及如何做決策、購物、採買與消費能幫助行銷人員發展並實踐更有效的行銷策略。透過本課程的研習，提升學生對於消費文化與消費行為的理論知識基礎，以及台灣或國際社會的餐旅實務應用趨勢.
Consumer behavior is the basis of marketing strategy. This course will explore consumer decision-making patterns from a psychological perspective, and explain how consumers' individual differences, social culture, environment and other concepts affect the consumer process. Through their understanding of consumers, students can gain insight into consumers' inner complex psychological processes, which can serve as a reference for marketing psychology. For the hospitality industry, shopping, purchasing and consuming goods or services that bring desired benefits is a key point. Understanding what consumers are really looking for and how they make decisions, shop, purchase and consume can help marketers develop and practice More effective marketing strategies. Through the study of this course, students will improve their theoretical knowledge base on consumer culture and consumer behavior, as well as practical application trends in catering and tourism in Taiwan or the international community.
廖淑伶著 (2013)，消費者行為，新北市: 普林斯頓國際
Blackwell, R. D., Miniard, P. W., & Engel, J. F. 原著，白滌清編譯 (2007)，消費者行為（Consumer Behavior），台北市: 華泰文化圖書。
林建煌著 (2013)，消費者行為概論，台北市: 華泰文化圖書。
徐達光 (2003)，消費者心理學：消費者行為的科學研究，台北市：東華書局。
Liao Shuling (2013), Consumer Behavior, New Taipei City: Princeton International
Blackwell, R. D., Miniard, P. W., & Engel, J. F. Original work, compiled by Bai Diqing (2007), Consumer Behavior, Taipei: Huatai Culture Books.
Lin Jianhuang (2013), Introduction to Consumer Behavior, Taipei: Huatai Culture Books.
Xu, D. Guang (2003), Consumer Psychology: The Scientific Study of Consumer Behavior, Taipei: Tung Hwa Book Company.
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 出席率出席率 Attendance |
40 | 課堂出席率 |
| 小組報告 (I＋II)小組報告 (I＋II) Group Report (I+II) |
40 | 自行選定一有關餐旅消費者行為之議題，設計適當之問卷，並進行小規模之樣本調查，經由適當之統計之分析，探討調查結果之意涵。報告除封面、參考文獻外， 正文內容應3000字以上，並以單行間距為主，前後段不空行；內文為12號字體，標題為14號字體。大綱可為：一、研究動機與目的；二、相關文獻探討；三、調查研究方法；四、分析結果；五、結論與討論。 上台報告前繳交書面報告並附上封面，且報告word檔及簡報ppt檔案上傳教學平台(4月26日及6月14日)，未及時繳交者視同未完成報告。上台簡報則以十五分鐘為限。 |
| 隨堂作業隨堂作業 Homework |
20 | 餐旅影片廣告 |
