中國文化大學互動學習平台

本課程主要探討幾項議題，如在消費者的決策制訂過程中，其對資訊的處理與決策行為。例如，他們如何發現和評估方案，以及如何購買和使用產品。當他們對產品滿意了，會進一步採取什麼行動，而不滿意時，又會採取什麼措施？再者，我們亦會探討在消費者的決策制訂過程中，影響他們的心理因素為何（微觀因素，如人格特質、如何學習、消費者知覺、以及如何選擇生活型態），以幫助我們瞭解消費者。更進一步的，我們會探討消費者所屬群體（宏觀因素，如家庭、參考群體、文化、社會階層、生活型態、創新擴散）對消費者購買行為決策的影響力。此外，我們會討論行銷者對消費者的溝通手段（如服務行銷、定價、通路、整合行銷）。採圖像式的記憶，幫助同學建構消費者行為理論概念，並透過個案探討，讓同學透過研討強化對理論知識的掌握與應用；以及採取專題報告方式，讓同學學會如何應用你學會的理論知識來解決真實環境中的消費者行為問題。
This course well discuss the ways that consumers make decisions, for example, how they find and evaluate alternatives, and how they purchase and use products. We’ ll discuss what they do when they’re satisfied and what happens when they are not! Furthermore, we’ll discuss a group of psychological variables (i.e. how they learn, what they perceive, and what lifestyles they choose to live) that can provide useful information about consumers. Moreover, we’ll consider the impacts of the groups that they belong to: such as how their families and social groups affect what they buy. Beside, we will also discuss methods used to research consumer behavior, which will reveal how theoretical concepts are derived and how consumer behavior is studied in practice. Further, you will apply your growing knowledge to real-life marketing problems.