本課程分別介紹傳統消費者行為與網路消費者行為之概念，進而探討兩者之異同。旨在培養學生建立消費者行為之基本概念，瞭解網路消費者購買行為與決策的影響因素，進而培養學生對網路消費者行為相關研究主題的興趣，以及未來進行研究所需之專業知識。

This course introduces the concepts of traditional consumer behavior and online consumer behavior, and then explores the differences between the two. It aims to cultivate students to establish basic concepts of consumer behavior, understand the influence factors of online consumers' purchase behavior and decisions, and thus cultivate students' interest in research topics related to online consumer behavior, as well as the professional knowledge required for future research.

隨著網際網路時代的來臨，網路已成為目前最熱門的行銷與消費管道之一。在網路上，消費者的消費心理、態度和消費決策及行為比傳統消費環境更顯得複雜。在本課程中，主要將介紹傳統消費者行為之概念，包括消費者心理，消費者購買決策過程，影響消費者行為的因素等，進而探討網路消費者行為與傳統消費者行為之異同。本課程希望能協助同學建立消費者行為之基本概念，了解消費者購買行為與決策的影響因素，亦希望讓同學對消費者行為相關之理論與實務能有更深入的瞭解。

With the advent of the Internet era, the Internet has become one of the most popular marketing and consumption channels at present. On the Internet, consumers' consumption psychology, attitude, consumption decisions and behaviors are more complex than traditional consumption environments. In this course, we will mainly introduce the concept of traditional consumer behavior, including consumer psychology, consumer purchase decision process, factors that affect consumer behavior, etc., and then explore the differences between online consumer behavior and traditional consumer behavior. This course hopes to help students establish basic concepts of consumer behavior, understand the factors that affect consumers' purchase behavior and decisions, and also hopes to give students a deeper understanding of the theory and practices related to consumer behavior.

消費者行為相關之期刊論文
網路消費者行為相關之期刊論文

Journals related to consumer behavior
Journal articles related to online consumer behavior