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 delivery of information about products or services, the types and connotations of promotional media, the selection and use of consumption platforms, or the diversity of payment methods and post-consumption disposal, they are all very different from the past environment. It is not an exaggeration to describe modern consumer behavior in terms of the transfer and change of consumption model paradigms. Therefore, in this competitive market environment, in addition to having a deep insight into the changing trends of modern consumption patterns, companies should also think about how to accurately target target consumers as the core of marketing, and formulate product, service and value contact strategies for these target customer groups, so as to achieve the success and development of the company, and then 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 sciences that explore human behavior. This course hopes to fully explore the main aspects that influence consumer behavior from three aspects: the environment, the consumer, and the organization. It will also discuss the impact of subculture, social class, reference groups, and families on consumer behavior, and will supplement it with actual cases at home and abroad (including mainland China), hoping to strengthen and assist understanding and explanation through a wealth of 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

理性的非理性：誰都逃不過的10大心理陷阱

Rational Irrationality
作者： 鄭毓煌, 蘇丹

出版社：智勝

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出版日期：2014/11/01

Author: Leon G. Schiffman, Joseph Wisenblit
Consumer Behavior,11th
Consumer Behavior (Third Edition)
Translator: Gu Xuanxuan, Guo Jianzhi/Compiler
Publisher: Xuefu Culture
Publication date: 2017/02/07

Rational irrationality: 10 psychological traps that no one can escape

Rational Irrationality
Author: Zheng Yuhuang, Sudan

Publisher: Zhisheng

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Publication date: 2014/11/01