餐旅消費者心理學是行銷領域之基礎理論,課程目的探討消費者行為理論在餐旅產業之應用,並已過內外實例與生活來解釋餐旅消費相關議題,洞察消費者與行為過程,以作為行銷心理學的參考依據。The psychology of catering consumers is the basic theories of marketing. The purpose of the course explores the application of consumer behavior theory in catering and tourism industries. It has also used internal and external examples and life to explain the related issues of catering and tourism consumption, and to understand the consumer and behavior process. As a reference for marketing psychology.
消費者行為是行銷策略的基礎,本課程將從心理學的角度來探討消費者的決策模式,並分述消費者的個別差異、社會文化、環境等概念如何影響消費者的歷程。學生能透過對消費者的理解,洞察消費者內在複雜的心理歷程,以作為行銷心理學的參考依據。對餐旅產業來說,逛街、購買與消費能帶來渴望的好處的商品或服務是一重點了解消費者們所真正尋找的以及如何做決策、購物、採買與消費能幫助行銷人員發展並實踐更有效的行銷策略。透過本課程的研習,提升學生對於消費文化與消費行為的理論知識基礎,以及台灣或國際社會的餐旅實務應用趨勢.
Consumer behavior is the foundation of marketing strategies. This course will explore consumers' decision models from a psychological perspective, and describe how concepts such as consumers' differences, social culture, and environment affect consumers' courses. Students can understand consumers' internal complex psychological processes through their understanding of consumers, and serve as a reference for marketing psychology. For restaurant and tourism, shopping, buying goods or services that bring the good things that consumers really look for and how to make decisions, shopping, purchasing and consumption can help marketing personnel develop and practice. More effective marketing strategies. Through the study of this course, students will be able to improve their theoretical knowledge base on consumer culture and consumption behavior, as well as the trends of catering and tourism application in Taiwan or international society.
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。
廖淑伶著 (2013),消費者行為,新北市: 普林斯頓國際
林建煌著 (2013),消費者行為概論,台北市: 華泰文化圖書。
Xu Daguang (2003), Consumer Psychology: Scientific Research on Consumer Behavior, Taipei City: Donghua Book Bureau.
Written by Liao Shuling (2013), Consumer Behavior, New Taipei City: Princeton International
Written by Lin Jianhuang (2013), Consumer Behavior Overview, Taipei City: Huatai Culture Book.
評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
---|---|---|
出席率出席率 Attendance rate |
40 | 課堂出席率 |
小組報告 (I+II)小組報告 (I+II) Group Report (I+II) |
60 | 自行選定一有關餐旅消費者心理之議題,設計適當之問卷,並進行小規模之樣本調查,經由適當之統計之分析,探討調查結果之意涵。報告除封面、參考文獻外, 正文內容應3000字以上,並以單行間距為主,前後段不空行;內文為12號字體,標題為14號字體。大綱可為:一、研究動機與目的;二、相關文獻探討;三、調查研究方法;四、分析結果;五、結論與討論。 上台報告前繳交書面報告並附上封面,且報告word檔及簡報ppt檔案上傳教學平台(4月21日及6月23日),未及時繳交者視同未完成報告。上台簡報則以十五分鐘為限。 紙本報告或餐旅影片則一。 |