理解消費者行為理論與原理
使學生了解消費者在購買決策過程中的心理、社會與文化影響因素。

分析消費者決策過程
培養學生能系統性地分析消費者從需求產生、資訊搜尋、選擇評估到購後行為的完整決策流程。

應用行銷理論於實務
訓練學生運用消費者行為理論，發展有效的行銷策略與顧客關係管理方案。

培養資料蒐集與分析能力
使學生能運用問卷調查、訪談、實驗等方法蒐集消費者資料，並進行定性或定量分析。

了解消費趨勢與新興議題
探討數位行銷、社群媒體、永續消費與體驗行銷等當代消費者行為的新發展。

培養倫理與社會責任意識
強調在消費者研究與行銷實務中，應重視倫理、誠信與社會責任。

Understand the theories and principles of consumer behavior
To enable students to understand the psychological, social and cultural factors that influence consumers in the purchasing decision-making process.

Analyze the consumer decision-making process
To train students to systematically analyze the complete decision-making process of consumers from demand generation, information search, choice evaluation to post-purchase behavior.

Applying marketing theory to practice
Train students to apply consumer behavior theory to develop effective marketing strategies and customer relationship management plans.

Develop data collection and analysis skills
Enable students to use questionnaires, interviews, experiments and other methods to collect consumer information and conduct qualitative or quantitative analysis.

Understand consumer trends and emerging issues
Explore new developments in contemporary consumer behavior such as digital marketing, social media, sustainable consumption and experiential marketing.

Cultivate ethics and social responsibility awareness
It emphasizes that ethics, integrity and social responsibility should be paid attention to in consumer research and marketing practices.

依據各主題於各資料庫搜尋相關文獻。
東海大學餐旅管理系專題格式相關網頁:
https://thotel.thu.edu.tw/%e8%aa%b2%e7%a8%8b%e8%b3%87%e8%a8%8a/%e5%a4%a7%e5%ad%b8%e9%83%a8/%e5%b0%88%e9%a1%8c%e8%a8%8e%e8%ab%96%e5%8f%8a%e7%95%a2%e6%a5%ad%e4%ba%8b%e9%a0%85/

Search relevant literature in various databases according to each topic.
Related webpages for the topic format of the Department of Hospitality and Hospitality Management of Tunghai University:
https://thotel.thu.edu.tw/%e8%aa%b2%e7%a8%8b%e8%b3%87%e8%a8%8a/%e5%a4%a7%e5%ad%b8%e9%83% a8/%e5%b0%88%e9%a1%8c%e8%a8%8e%e8%ab%96%e5%8f%8a%e7%95%a2%e6%a5%ad%e4%ba%8b%e9%a0%85/