本課程的目標是要提供學生必要的知識和技術，以執行有用的消費者分析來發展有效的行銷策略，內容包括消費者行為基礎、消費者行為的微觀面、消費者行為的宏關面與消費者溝通五大內容，成功地將消費者行為整合到本課程中。The goal of this course is to provide students with the necessary knowledge and skills to perform useful consumer analysis to develop effective marketing strategies. The content includes the basics of consumer behavior, micro aspects of consumer behavior, macro aspects of consumer behavior and The five major contents of consumer communication successfully integrate consumer behavior into this course.
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.
消費者行為（四版）/林建煌/華泰文化
ISBN：9789574198412
Consumer Behavior (Fourth Edition)/Lin Jianhuang/Huatai Culture
ISBN: 9789574198412
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 期中考期中考 midterm exam |
50 | |
| 期末考期末考 final exam |
50 |
