當期課號 |
1448 |
Course Number |
1448 |
授課教師 |
黃文星 |
Instructor |
HUANG,WEN HSIN |
中文課名 |
消費者行為 |
Course Name |
Consumer Behavior |
開課單位 |
企業管理系(四日)二A |
Department |
|
修習別 |
選修 |
Required/Elective |
Elective |
學分數 |
3 |
Credits |
3 |
課程目標 |
消費者行為學為行銷管理領域課程之一。探討消費者的需求,並提供最能滿足消費者需求的產品或服務,採取由內而外的做法,由消費者的重機、認知、學習、涉入、態度、溝通和自我觀念等方面著手;由個人決策過程配合群體決策影響,再輔以社會文化學觀念探討消費者行為。 |
Objectives |
This subject introduces the process of consumer buying behavior,including the inner and outer factors.The inner factors include motivation, attitude, perception and lifestyle. The outer factors include families,society,culture , situational influences, and so on. With the combination of the theory and empirical examples,the students can fully understand the decision process of buying behavior. |
教材 |
以課本為主,補充內容則抄寫筆記 |
Teaching Materials |
Introduce the textbook contents |
成績評量方式 |
學期考 50% 期末報告 50% |
Grading |
Final exam 50% Term paper 50% |
教師網頁 |
|
教學內容 |
本課程內容主要在探討消費者的決策過程,其中包括影響購買決策的內、外在因素,以及購買後的使用反應(滿意程度以及再購意願)。其中,在內在因素方面,包括了動機、態度、知覺以及生活形態等。至於外在因素部分,主要則包括家庭、社會、文化以及情境因素等。透過各種理論與實務案例的結合,期使同學得以完整地瞭解消費者的消費決策。 |
Syllabus |
This subject introduces the process of consumer buying behavior,including the inner and outer factors.The inner factors include motivation, attitude, perception and lifestyle. The outer factors include families,society,culture , situational influences, and so on. With the combination of the theory and empirical examples,the students can fully understand the decision process of buying behavior. |