消費者購買行為是指研究客戶以及他們在決定購買滿足其需求的產品時的行為方式。它是對促使他們購買和使用某些產品的消費者行為的研究。

對消費者購買行為的研究對於營銷人員來說是最重要的，因為他們可以了解消費者的期望。它有助於了解消費者購買產品的原因。重要的是評估消費者喜歡的產品類型，以便他們可以將其推向市場。營銷人員可以了解消費者的好惡，並根據調查結果設計營銷工作。

消費者購買行為研究各種情況，例如消費者購買什麼、為什麼購買、何時購買、消費者購買的頻率、購買的原因等等。

例如，消費者研究人員研究了消費者的購買行為，他們的目的是了解女性為什麼購買保濕霜（以減少皮膚問題）、最喜歡的品牌（玉蘭油、歐萊雅）、她們使用保濕霜的頻率（一天兩次） ，每天三次），女性更喜歡在哪裡購買（超市、在線）以及她們購買的次數（每週、每月）。

Consumer buying behavior refers to the study of customers and how they behave when deciding to purchase products that meet their needs. It is the study of consumer behavior that drives them to purchase and use certain products.

The study of consumer buying behavior is most important for marketers as they can understand the expectations of consumers. It helps understand why consumers buy products. It is important to assess the type of product that consumers prefer so that they can bring it to market. Marketers can understand consumers’ likes and dislikes and design marketing efforts based on the findings.

Consumer purchasing behavior studies various situations, such as what consumers buy, why they buy, when they buy, how often consumers buy, reasons for buying, etc.

For example, consumer researchers studied consumer purchasing behavior with the aim of understanding why women buy moisturizers (to reduce skin problems), their favorite brands (Olay, L'Oreal), how often they use moisturizers (twice a day, three times a day), where women prefer to buy (supermarket, online) and how often they buy (weekly, monthly).

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.

主要是閱讀國際期刊
Journal of business research, Information & Management, Journal of Marketing Research

Mainly reading international journals
Journal of business research, Information & Management, Journal of Marketing Research