消費者的行為模式已產生巨大改變，不論是產品或服務的資訊接觸與傳遞、促銷媒介的種類與內涵、消費平台的選擇與使用，或付款方式的多元性與消費後處置，均與過去環境大相逕庭，若我們用消費模式典範的轉移與變革來描述現代的消費者行為，一點也不為過。因此，位處在這個競爭市場環境中，企業除了深入洞察現代消費模式的轉變趨勢外，更應思考如何精準鎖定目標消費者作為行銷核心，針對這些目標客群擬定產品、服務與價值的接觸策略，用以成就企業的成功與發展，進而在市場中成長與茁壯。

Consumer behavior patterns have undergone tremendous changes. Whether it is the contact and transmission of information of products or services, the types and connotations of promotion media, the selection and use of consumer platforms, or the diversity of payment methods and the subsequent disposal of consumption methods, they are all very similar to the past environment. If we use the transformation and transformation of the consumption model pattern to describe modern consumer behavior, it will not be too much. Therefore, in this competitive market environment, in addition to in-depth insight into the transformation trends of modern consumption models, enterprises should also think about how to accurately identify target consumers as the core of marketing, determine product, service and value contact strategies for these target customer groups, so as to achieve the success and development of the company, and thus grow and thrive in the market.

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.

作者： Leon G. Schiffman, Joseph Wisenblit
Consumer Behavior,11th
消費者行為(第三版)
譯者： 顧萱萱, 郭建志/編譯
出版社：學富文化
出版日期：2017/02/07

Author: Leon G. Schiffman, Joseph Wisenblit
Consumer Behavior,11th
Consumer Behavior (Third Edition)
Translator: Yan Xuanxuan, Guo Jianzhi/Editor
Publisher: Learning to enrich culture
Publication date: 2017/02/07