消費者行為是一門整合的學科，結合了行銷學、心理學、社會學、社會心理學、人類學、經濟學等不同領域。任何行銷活動一個很重要的前提是對消費者行為的瞭解與掌握，本課程會介紹消費者行為的研究範圍、消費者行為在行銷歷程中扮演的角色、影響消費行為的個人因素及環境因素以及消費者決策歷程。課程的目的是帶領同學探索消費者的思維與行為，同時也希望能培養同學對「人」的興趣，更瞭解自己與他人，不僅成為一個消費高手，也成為更體貼別人的人。
1.消費者行為導論
2.消費者研究
3.影響消費行為的個人因素（動機、人格、知覺、學習、態度）
4.影響消費行為的環境因素（參考群體、家庭與社會階層、文化、次文化、跨文化）
5.消費者決策歷程Consumer behavior is an integrated discipline that combines different fields such as marketing, psychology, sociology, social psychology, anthropology, and economics. A very important prerequisite for any marketing activity is the understanding and mastery of consumer behavior. This course will introduce the research scope of consumer behavior, the role that consumer behavior plays in the marketing process, the personal and environmental factors that influence consumer behavior, and Consumer decision-making process. The purpose of the course is to lead students to explore consumer thinking and behavior. It also hopes to cultivate students' interest in "people" and better understand themselves and others, so as to not only become a master consumer, but also a more considerate person.
1. Introduction to Consumer Behavior
2. Consumer research
3. Personal factors that influence consumer behavior (motivation, personality, perception, learning, attitude)
4. Environmental factors that influence consumer behavior (reference groups, family and social class, culture, subculture, cross-culture)
5. Consumer decision-making process
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.
1.Consumer Behavior(12th ed),by Schiffman and Wisenblit, Pearson.
1.consumer behavior(12the),by Schiff man and wise NBL IT, Pearson.
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 課堂參與課堂參與 class participation |
10 | |
| 分組作業分組作業 Group work |
15 | |
| 期中考期中考 midterm exam |
20 | |
| 期末考期末考 final exam |
25 | |
| 期末報告期末報告 Final report |
30 |
