教學大綱_098_2_3131 Consumer Behavior 消費者行為

朝陽科技大學 098學年度第2學期教學大綱
Consumer Behavior 消費者行為

當期課號	3131	Course Number	3131
授課教師	孫本禎	Instructor	SUN,BEN JEN
中文課名	消費者行為	Course Name	Consumer Behavior
開課單位	企業管理系(四進)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	消費者行為廖淑玲著前程出版社2007.07 ISBN 978-986-7239-44-0	Teaching Materials	消費者行為 Consumer Behavior 廖淑玲著前程出版社2007.07 ISBN 978-986-7239-44-0
成績評量方式	期中考30% 課堂參與及報告30% 期末考40%	Grading	Mid-term exam. 30% Oral and writing report 30% Final exam. 40%
教師網頁
教學內容	第1章了解消費者第2章消費者行為與行銷策略第3章知覺與學習第4章記憶與知識第5章動機價值觀.價值觀與涉入第6章人格.自我與生活型態第7章態度行成與改變第8章消費者情感第9章消費者購買決策過程第10章購買情境與購後過程第11章獲得與處置第12章文化與次文化第13章團體與人際關係第14章家庭影響第15章網路消費者行為	Syllabus	Ch1 Understand consumer Ch2 Consumer Behavior and Marketing Strategy Ch3 Perception and Learning Ch4 Memory and Knowledge Ch5 Motivation. Values and Involvement Ch6 Personality. Self and life style Ch7 Attitudes formation and change Ch8 Consumer sentiment Ch9 Consumer buying decision-making process Ch10 Buying situations and post- purchasing process Ch11 Access to and disposal Ch12 Culture and sub-culture Ch13 Groups and interpersonal relationships Ch14 Family influence Ch15 Online consumer behavior

尊重智慧財產權，請勿非法影印。