| 當期課號 |
1193 |
Course Number |
1193 |
| 授課教師 |
劉憓諠 |
Instructor |
LIU,HUI HSUAN |
| 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 |
1.講義課本授課
2.個案研討 |
Teaching Materials |
1.Lectures and PPT presentation
2.Case Study |
| 成績評量方式 |
1.期中考30%
2.分組學期報告40%
(上台報告10%；其它30%)
3.平時成績30%
（含出席率、課程參與） |
Grading |
1.Midterms 30%
2.Term Paper 40% (Group Assignments)
(Presentation 10%, Others 30%)
3.General Assessment 30%
(Including Attendance 15%,
Class Participation 15% )
|
| 教師網頁 |
|
| 教學內容 |
第一週(3/1) 課程介紹與說明
第二週(3/8) 消費者知覺
第三週(3/15) 學習、記憶與產品定位
第四週(3/22) 自我觀念
第五週(3/29) 態度與影響態度的因素
第六週(4/5) 端午節放假
第七週(4/12) 態度改變與行銷溝通
第八週(4/19) 期中考試
第九週(4/26) 人格特質與生活型態
第十週(5/3) 消費者個人之決策過程＆
學期研究報告簡報
第十一週(5/10) 消費者之購買行為
第十二週(5/17) 購後過程、顧客滿意與
顧客忠誠
第十三週(5/24) 群體影響與意見領袖
第十四週(5/31) 組織購買行為之決策過程
第十五週(6/7) 消費者行為之跨文化差異
第十六週(6/14) 學期研究報告簡報
第十七週(6/21) 學期研究報告簡報 |
Syllabus |
1st week Course Introduction
2nd week Consumer Perception
3rd week Learning & Memory
& Pproduct Positioning
4th week Self-concept
5th week Attitude & Impact Factors
6th week Holiday
7th week Communication & Attitude
8th week Midterm Exam
9th week Personality Characteristics
& Lifestyle
10th week Decision Process &
Group Presentation
11th week Purchasing Behavior
12th week Customer Repurchase &
Satisfaction & Loyalty
13th week Group & Opinion Leadership
14th week Consumer Decision Processes
15th week Cross-cultural Variation
16th week Group Presentation
17th week Group Presentation |