■ 課程目標 (Course Objectives )
(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。

■Course Objectives
(1) Understand the theoretical structure of consumers' psychology and behavior.
(2) Consumers' knowledge, attitude, decisions, and the formation of consumer motors and their implications in marketing management.
(3) Understand the factors that affect consumers' psychology and behavior
(4) Use market strategies to influence consumer behavior.

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。

Written by Liao Shuling (2013), Consumer Behavior, New Taipei City: Princeton International
Blackwell, R. D., Miniard, P. W., & Engel, J. F. Original, edited by Bai Yuqing (2007), Consumer Behavior, Taipei City: Huatai Culture Book.
Written by Lin Jianhuang (2013), Consumer Behavior Overview, Taipei City: Huatai Culture Book.
Xu Daguang (2003), Consumer Psychology: Scientific Research on Consumer Behavior, Taipei City: Donghua Book Bureau.