| 1 | 第1週｜課程介紹與消費者行為概論
Week 1｜Course Introduction and Overview of Consumer Behavior
說明課程架構、評分標準與學習目標，介紹消費者行為在行銷中的重要性。
Introduction to course structure, grading criteria, and learning objectives; overview of the role of consumer behavior in marketing. | |
| 2 | 第2週｜消費者行為研究方法
Week 2｜Research Methods in Consumer Behavior
探討質性與量化研究方法，問卷設計與資料收集方式。
Discussion of qualitative and quantitative research methods, questionnaire design, and data collection techniques. | |
| 3 | 第3週｜消費者決策過程（一）：問題認知與資訊搜尋
Week 3｜Consumer Decision Process (I): Problem Recognition and Information Search
介紹消費者如何察覺需求與進行資訊搜尋的過程。
Introduction to how consumers recognize problems and search for information. | |
| 4 | 第4週｜消費者決策過程（二）：評估與選擇
Week 4｜Consumer Decision Process (II): Evaluation and Choice
說明消費者如何評估替代方案並做出選擇。
Explanation of how consumers evaluate alternatives and make choices. | |
| 5 | 第5週｜消費者決策過程（三）：購買與購後行為
Week 5｜Consumer Decision Process (III): Purchase and Post-Purchase Behavior
探討購買行為與滿意度、抱怨行為、品牌忠誠度等購後反應。
Exploration of purchase behaviors and post-purchase reactions such as satisfaction, complaints, and brand loyalty. | |
| 6 | 第6週｜個人因素對消費行為的影響（一）：動機與涉入
Week 6｜Individual Factors (I): Motivation and Involvement
解析消費者的動機來源與涉入程度對行為的影響。
Analysis of how motivation and involvement affect consumer behavior. | |
| 7 | 第7週｜個人因素對消費行為的影響（二）：知覺與學習
Week 7｜Individual Factors (II): Perception and Learning
了解消費者如何感知行銷刺激並進行學習。
Understanding how consumers perceive marketing stimuli and learn from experiences. | |
| 8 | 第8週｜個人因素對消費行為的影響（三）：態度與說服
Week 8｜Individual Factors (III): Attitudes and Persuasion
探討態度的形成、改變及其對消費行為的影響。
Examination of how attitudes are formed, changed, and how they influence behavior. | |
| 9 | 第9週｜期中考試
Week 9｜Midterm Exam
評量學生對前半學期內容的理解與應用能力。
Assessment of students’ understanding and application of content from Weeks 1–8. | |
| 10 | 第10週｜社會影響（一）：家庭與參考團體
Week 10｜Social Influences (I): Family and Reference Groups
探討家庭結構、角色與參考團體對購買決策的影響。
Discussion of how family structures, roles, and reference groups influence purchasing decisions. | |
| 11 | 第11週｜社會影響（二）：文化與亞文化
Week 11｜Social Influences (II): Culture and Subculture
分析文化背景對消費行為的影響，並認識不同的亞文化群體。
Analysis of how culture affects consumption behavior and an overview of various subcultures. | |
| 12 | 第12週｜社會影響（三）：社會階層與生活型態
Week 12｜Social Influences (III): Social Class and Lifestyle
介紹社會階層與生活型態的概念及其與消費選擇的關聯性。
Introduction to the concepts of social class and lifestyle and their relation to consumption choices. | |
| 13 | 第13週｜情境因素與消費情境
Week 13｜Situational Influences and Consumption Context
了解時間、地點、氣氛等情境因素如何影響消費行為。
Understanding how time, place, and atmosphere influence consumer behavior. | |
| 14 | 第14週｜科技與消費者行為：數位時代的挑戰
Week 14｜Technology and Consumer Behavior: Challenges in the Digital Age
探討社群媒體、電商與AI對消費者行為的影響。
Discussion on how social media, e-commerce, and AI affect consumer behavior. | |
| 15 | 第15週｜永續消費與道德行為
Week 15｜Sustainable Consumption and Ethical Behavior
分析環保意識與道德價值對消費決策的影響。
Analysis of how environmental awareness and ethical values impact consumer choices. | |
| 16 | 第16週｜消費者行為應用實例分析
Week 16｜Case Studies in Consumer Behavior
透過真實品牌與市場案例進行分析與應用討論。
Application of consumer behavior theories to real-world brand and market cases. | |
| 17 | 第17週｜專題報告發表與討論
Week 17｜Project Presentation and Discussion
學生分組報告消費者行為研究專題，進行成果展示與意見交流。
Group presentations on consumer behavior research projects, with feedback and discussion. | |
| 18 | 第18週｜期末考試
Week 18｜Final Exam
綜合評量學生整體學習成果與理解程度。
Comprehensive assessment of overall student learning outcomes. | |