本課程旨在幫助學生瞭解消費者行為乃是行銷管理的核心基礎，它不僅僅只是探討購買的行為，它是一個整合心理學、社會學與行銷學等不同領域學門知識的學科。透過本課程的學習，學生將會由消費者的角度來檢視企業行銷活動策略。透過深入了解消費者的心理與行為，以期在進行行銷策略規劃時，能以消費者的思維做為策略思考的基礎。This course is intended to help students understand that consumer behavior is the core foundation of marketing management. It not only explores the behavior of purchasing, it is a subject that integrates knowledge about different fields such as psychology, society and marketing. Through the learning of this course, students will view corporate marketing activities from the perspective of consumers. Through an in-depth understanding of consumers' psychology and behavior, we hope to use consumers' thinking as the basis for strategic thinking when planning marketing strategies.
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.
Solomon (2015),Consumer Behavior, Buying, Having and Being, 11 edition
Solomon (2015), Consumer Behavior, Buying, Having and Being, 11 edition
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 課堂出席、參與及討論課堂出席、參與及討論 Class attendance, participation and discussion |
10 | |
| 小組報告 (平時)小組報告 (平時) Group Report (usually) |
20 | |
| 期末報告期末報告 Final report |
40 | |
| 期末考期末考 Final exam |
30 |
