課程大綱

內容

課程概述

消費者行為主要在探討消費者如何制訂和執行其有關產品與服務的取得、消費與處置的決策過程，以及研究有哪些因素會影響這些相關的決策。消費者行為知識是制訂行銷決策的根本基礎。課程中著重消費者行為理論的研讀，輔以實務個案的教學，並於學期中請同學們針對有興趣的消費者行為進行研究與調查，目的在使同學們不但具備有專業知識，也同時擁有探索消費者行為的能力。

Consumer Behavior is a set of knowledge about exploring activities people undertake when obtaining, consuming, and disposing of products and service, and knowing what factors influence those behavior and decision. Consumer Behavior is the basic knowledge for marketers to make marketing decision. This course will discuss the practical cases and theories, and ask students to process a consumer research.

授課內容

消費者行為是探討消費者如何制訂和執行其有關產品與服務的取得、消費與處置決策的過程，以及研究有那些因素會影響這些相關活動。主要內容包括下列四部分:1.消費者的資訊處理與決策:包含消費者知覺、消費者學習、消費者態度、消費者決策過程。2.消費者行為的微觀面:包含消費者動機、消費者人格特質、生活型態、價值與人口統計變數。3.消費者行為的宏觀面:包含文化、參考群體、家庭、社會階級、創新擴散與情境因素。4.消費者的溝通:包含消費者研究、消費者溝通。

Consumer behavior is the process of exploring how consumers make and implement their decisions regarding the acquisition, consumption, and disposal of products and services, as well as studying the factors that affect these related activities. The main content includes the following four parts: 1. Consumer information processing and decision-making: including consumer perception, consumer learning, consumer attitudes, consumer decision-making process. 2. The micro-level of consumer behavior: including consumer motivation, consumer personality traits, lifestyle, value and demographic variables. 3. The macro aspect of consumer behavior: including culture, reference group, family, social class, innovation diffusion and contextual factors. 4. Consumer communication: including consumer research and consumer communication.