1224 - 消費者行為
Consumer Behavior
教育目標 Course Target
消費者行為是指消費者為獲取、使用、處置消費物品或服務所採取的各種行動,包括先於且決定這些行動的決策過程。
消費者行為是與產品或服務的交換密切聯繫在一起的。在現代市場經濟條件下,企業研究消費者行為是著眼於與消費者建立和發展長期的交換關係。為此,不僅需要瞭解消費者是如何獲取產品 與服務的,而且也需要瞭解消費者是如何消費產品,以及產品在用完之後是如何被處置的。因為消費者的消費體驗,消費者處置舊產品的方式和感受均會影響到消費者的下一輪購買,也就是 說,會對企業和消費者之間的長期交換關係產生直接的作用。傳統上,對消費者行為的研究,重點一直放在產品、服務的獲取上,關於產品的消費與處置方面的研究則相對容易被忽視。
隨著對消費者行為研究的深化,人們越來越深刻地意識到,消費者行為是一個整體,是一個過程,獲取或者購買只是這一過程的一個階段。因此,研究消費者行為,既應調查、瞭解消費者在 獲取產品、服務之前的評價與選擇活動,也應重視在產品獲取後對產品的使用、處置等活動。只有這樣,對消費者行為的理解才會趨於完整。
Consumer behavior refers to the various actions taken by consumers to obtain, use, and dispose of consumer goods or services, including the decision-making process that precedes and determines these actions.
Consumer behavior is closely linked to the exchange of products or services. Under the conditions of modern market economy, enterprises study consumer behavior with an eye on establishing and developing long-term exchange relationships with consumers. To do this, it is necessary to understand not only how consumers obtain products and services, but also how consumers consume products and how they are disposed of after use. Because the consumer's consumption experience, the way and the way consumers dispose of old products will affect the consumer's next round of purchases, that is to say, it will have a direct effect on the long-term exchange relationship between companies and consumers. Traditionally, research on consumer behavior has focused on the acquisition of products and services, while research on the consumption and disposal of products has been relatively easily ignored.
With the deepening of research on consumer behavior, people are increasingly aware that consumer behavior is a whole and a process, and acquisition or purchase is only a stage of this process. Therefore, when studying consumer behavior, we should not only investigate and understand consumers' evaluation and selection activities before acquiring products and services, but also pay attention to the use and disposal of products after acquiring them. Only in this way will the understanding of consumer behavior become complete.
課程概述 Course Description
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.
參考書目 Reference Books
消費者行為:洞察生活、掌握行銷4/e
作者: 曾光華
ISBN:9789869947572
出版社:前程文化
Consumer Behavior: Insight into Life and Master Marketing 4/e
Author: Zeng Guanghua
ISBN: 9789869947572
Publisher: Qiancheng Culture
評分方式 Grading
評分項目 Grading Method |
配分比例 Percentage |
說明 Description |
---|---|---|
課堂參與 class participation |
10 | |
期中報告 interim report |
40 | |
期末報告 Final report |
50 |
授課大綱 Course Plan
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課程資訊 Course Information
基本資料 Basic Information
- 課程代碼 Course Code: 1224
- 學分 Credit: 0-3
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上課時間 Course Time:Wednesday/6,7,8[M135]
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授課教師 Teacher:涂榮庭
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修課班級 Class:企管系2-4
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選課備註 Memo:行銷與數位經營組組必修(6選4)
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