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 various actions taken by consumers to acquire, use, and dispose of consumer goods or services, including decision-making processes that precede and determine these actions.
Consumer behavior is closely linked to the exchange of products or services. Under modern market economic conditions, enterprises study consumer behaviors with a focus on establishing and developing long-term exchange relations with consumers. To do this, it is necessary to understand not only how consumers acquire products and services, but also how consumers consume products and how products are disposable after they are used up. Because of consumers' consumer experience, the way and feeling of consumers disposing of old products will affect the consumers' next round of purchases, that is, it will have a direct effect on the long-term exchange relationship between enterprises and consumers. Traditionally, the focus of research on consumer behavior has always been on the acquisition of products and services, and research on the consumption and disposal of products is relatively easy to be ignored.
With the deepening of research on consumer behavior, people are increasingly aware that consumer behavior is a whole, a process, and acquisition or purchase is only a stage of this process. Therefore, studying consumer behavior should not only investigate and understand consumer evaluation and selection activities before obtaining products and services, but also focus on the use and disposal of products after obtaining products. Only in this way can the understanding of consumer behavior behave be complete.
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.
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: Future Culture
| 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 | |
| 期中報告期中報告 Midterm Report |
40 | |
| 期末報告期末報告 Final report |
50 |
