115 學年度第 1 學期經營與管理學系林懿貞教師消費者行為課程大綱

課程簡介 Course Introduction
開課年度學期 Year / Term	115 學年度第 1 學期
開課班級 Department	經營與管理學系經管三四合選 Department of Business and Management
授課方式 Instructional Method	課堂教學、英語
課程電腦代號 Course Reference Number	125020
課程名稱(中文) Course Title(Chinese)	消費者行為
課程名稱(英文) Course Title(English)	Consumer Behavior
學分數/時數 Credit Hours	3 / 3
必(選)修 Required / Elective Course	選修 Elective
授課老師 Instructor	林懿貞
助教 Teaching Assistant
上課時間 Meeting Time	星期五，節次3 Fir, Period 3、4、5
上課教室 Classroom	ZE303
Office Hours

獲獎及補助情形 Awards and Grants

聯合國永續發展目標 (SDGs跨域類別) Sustainable Development Goals, SDGs

SDGs 09.	工業化、創新及基礎建設：建立具有韌性的基礎建設，促進包容且永續的工業，並加速創新 Industry, Innovation and Infrastructure：Build resilient infrastructure, promote inclusive and sustainable industrialization and foster innovation
SDGs 11.	永續城鄉：建構具包容、安全、韌性及永續特質的城市與鄉村 Sustainable Cities and Communities：Make cities and human settlements inclusive, safe, resilient and sustainable
SDGs 12.	責任消費及生產：促進綠色經濟，確保永續消費及生產模式 Responsible Consumption and Production：Ensure sustainable consumption and production patterns

屬於大學社會責任(USR)性質 Courses related to University Social Responsibility（USR)

否

是否運用AI輔助教學 Using Artificial Intelligence (AI) to assist teaching

否

課程目標 Learning Objectives

Consumer Behavior is designed to offers a practical, business approach, designed to help students apply consumer behavior principles to their studies in business and marketing, to their future business careers, and also to their private lives, as consumers. This multi-disciplinary field can tempt both students and instructors to stray from the basic business principles they should take away from the course.

先修 ( 前置 ) 課程 Prerequisite

彈性教學規劃 Flexible Teaching/Planning Schedules

＊本課程實施16+2週彈性教學方案，其中第17、18週之彈性規劃如下：

自主學習

課程大綱 Course Syllabus
週次 Week	課程單元大綱 Unit	教學方式 Instructional Method/Style/Teaching Style	參考資料或相關作業 References or Related Materials	評量方式 Grading
1	Consumer Behavior and Consumer Research	Lecture	C1	participation
2	Motivation, Ability, and Opportunity	Lecture	C2 & Assignment 1	Oral presentation
3	From Exposure to Comprehension	Lecture and Problem solving	C3	Assignment 1- Advertising
4	Pre-Purchase Processes: Need Recognition, Search and Pre-Purchase Evaluation	Lecture and Problem solving	C4 & Assignment 2	Oral Presentation
5	Attitudes Based on High Consumer Effort	Lecture and Problem solving	C5	Assignment 2- Video
6	Post-Purchase Processes: Consumption and Post-Consumption Evaluations	Lecture and Cases	C6 & Assignment 3	Oral Presentation,Assignment 3
7	Problem Recognition and Information Search	Lecture and Video	C7	Assignment 4-marketing problem
8	Judgment and Decision Making Based on High Consumer Effort	Lecture and Problem solving	C8 & Assignment 4	Oral Presentation
9	Judgment and Decision Making Based on Low Consumer Effort	Lecture and Cases	C9	Assignment 5- google trend
10	Post-Decision Processes	Lecture and Problem solving	C10 & Assignment 5	Oral presentation
11	Case Study	Lecture and Case study		Participation
12	Case Study	Lecture and Case study		Participation
13	Social Influences on Consumer Behavior	Lecture	C11
14	Consumer Diversity	Lecture	C12 & Assignment 6	Oral presentation
15	Household and Social Class Influences	Lecture & Cases	C13
16	Report			Oral Presentation and final report
17	Case study (Identify the problems, submit on-line report)	Self-learning from the students (Collect marketing analysis report related to case company.)	Find articles of case company from SDOL database. Finish on-line assignment.	Join the discussion and check the on-line assignment and give responses.
18	Conduct a consumer behavior research	Visiting the location of the case	Finish the research results of consumer behavior research	Finish the interview or get the response of questionnaire

單一課程對應校能力指標程度 The Degree to Which Single Course Corresponds to School Competence
編號 No.	校核心能力 School Core Competencies	符合程度 Degree of conformity

單一課程對應系能力指標程度 The Degree to Which Single Course Corresponds to Department Competence
編號 No.	類別 Category	系核心能力 Department Core Competencies	符合程度 Degree of conformity
01	系所	商業管理專業能力	0
02	系所	服務規劃與管理能力	0
03	系所	數位創新之規劃與管理能力	0
04	系所	溝通協調與團隊合作能力	0

單一課程對應院能力指標程度 The Degree to Which Single Course Corresponds to College Competence
編號 No.	院核心能力 College Core Competencies	符合程度 Degree of conformity

教科書或參考用書 Textbooks or Reference Books

館藏書名 Library Books

備註 Remarks

Consumer Behavior, HOYER/Maclinnis/Pieters

※請尊重智慧財產權，不得非法影印教科書※

※ Please respect intellectual property rights and do not illegally photocopy textbooks. ※

教學方法 Teaching Method
教學方法 Teaching Method	百分比 Percentage
Lecture	50 %
Case study	30 %
Project	20 %
總和 Total	100 %

成績評量方式 Grading
評量方式 Grading	百分比 Percentage
Participation	30 %
Project- Midterm report	30 %
Project- Final report	40 %
總和 Total	100 %

成績評量方式補充說明

課程大綱補充資料 Supplementary Material of Course Syllabus