國立中山大學 110學年度第2學期 課程教學大綱

National Sun Yat-sen University 110Academic year Course syllabus

中文名稱
Course name(Chinese)

消費者心理與行為學

課號
Course Code

ICM534

英文名稱
Course name(English)

CONSUMER PSYCHOLOGY AND BEHAVIOR

課程類別
Type of the course

講授類

必選修
Required/Selected

選修

系所
Dept./faculty

行銷傳播管理研究所碩士班

授課教師
Instructor

周軒逸    

學分
Credit

3

因應嚴重特殊傳染性肺炎(武漢肺炎),倘若後續需實施遠距授課,授課方式調整如下:Since COVID-19, if distance learning is necessary, the teaching methods would adjust as follows:

         同步遠距【透過網路直播技術,同時進行線上教學,得採Microsoft Teams、Adobe connect等軟體進行】
同步遠距含錄影【透過網路直播技術,同時進行線上教學並同時錄影,課程內容可擇日再重播,得採Microsoft Teams、Adobe connect等軟體進行】
非同步遠距【課堂錄影或錄製數位教材放置網路供學生可非同時進行線上學習,得採EverCam、PPT簡報錄影、錄音方式進行】
實作類課程,經評估無法採遠距課程教學,後續復課後密集補課

★遠距教學軟體操作說明連結

因應嚴重特殊傳染性肺炎(武漢肺炎),倘若後續需實施遠距授課,評分方式調整如下:Since COVID-19, if distance learning is necessary, the evaluation would adjust as follows:

        
1.維持原評分方式_口頭報告改為線上或錄影方式進行%

課程大綱 Course syllabus

         本課程教學大綱已提供完整英文資訊(本選項僅供統計使用,未提供完整英文資訊者,得免勾記)【Provide information of course syllabus in English.(This is for statistical use only. For those who do not provide information of course syllabus in English, do not check this field.)】

「身為消費者,怎能不瞭解消費者心理與行為~~想要聰明消費嗎? 行銷策略背後如何運用消費心理?」
消費者是整個行銷溝通策略的核心,從辨識消費者的需求/欲求開始,直到達成消費者滿意的目標,所有行銷策略的擬定,包括市場區隔策略、定位策略和行銷組合(4P),都必須根據對於消費者心理與行為的正確闡釋與解讀,才能夠據以形成一個有效的行銷溝通策略。因此,本課程將會涵蓋許多與消費者心理和行為學相關的議題,尤其著重於相關理論的討論與解析,試圖以理論之觀點解釋形形色色消費者行為背後之運作機制。
As a consumer, do you really understand consumer psychology and behavior? Do you want to engage in smart consumption? How can you use consumer psychology to create marketing strategies?
Marketing communication strategies begin and end with the consumer, that is, from identifying consumers’ wants and needs to delivering customer satisfaction. The plan and effects of all marketing strategies, including market segmentation strategy, positioning strategy, and marketing mix (4P), are based on a correct understanding and interpretation of consumer psychology and behavior. Accordingly, this course will cover a number of topics and areas that are essential for those seeking to understand and influence consumer psychology and behavior. Although theoretical concepts play an important role in this course, the focus of the material covered in class will mainly be on its pragmatic implications for marketing practice, and, in particular, the formulation and implementation of marketing communication strategies.











課程目標 Objectives

         本課程的目標有四:
(1) 透過最新消費者心理與行為相關主題之期刊論文 (Journal of Consumer Research) 的閱讀與討論,瞭解此領域最近熱門的理論與關注的焦點,並藉由課堂討論,思考理論的應用(甚至跨領域延伸) 與可能意涵。
(2) 透過期刊論文的閱讀與討論,熟悉常用的消費者心理與行為研究方法,尤著重量化方法。
(3) 藉由重點摘要報告,得知消心經典理論、學界最近應用的理論、討論的熱門概念/構念 (變數),如何操弄與衡量,以供未來研究之參考。
(4) 實際運用相關理論,構思可行的未來研究方向,並提出初步的研究計畫。
*核心目的:希望透過本課程,幫助研究生找到有趣的理論、變數或是研究主題;如何確認研究缺口,並據以發展可行研究;構思跨領域的理論應用

The following are the four objectives of the course:
(1) Developing an understanding of the basic knowledge and concepts of consumer psychology and behavior, and using these concepts in daily life
(2) Understanding the popular theories and topics discussed in the field of consumer psychology and behavior through the reading and discussion of the latest journal articles; analyzing the possible application and implications of the theories through classroom discussion
(3) Identifying the hot concepts/constructs currently being discussed by the academic community and learning how to conduct consumer behavior research; there will be a special focus on the discussion of experimental methods
(4) Applying related theories and concepts/constructs to develop feasible future research and propose preliminary research plans
*Core purpose: This course is designed to help graduate students find interesting theories, variables, and research topics; identify research gaps and develop feasible research; and think about cross-domain theoretical applications.










授課方式 Teaching methods

         本課程進行方式主要由 (1) 教師講授、分析、(2) 小組報告與討論、(3) 個人重點摘要報告所構成。每週會有1篇指定的期刊論文,指定的期刊論文由小組同學負責上台報告,並針對該論文中的核心理論,搜尋另外2篇同樣應用該理論的學術論文,補充額外資料,至於其他同學則需撰寫paper評論單或課後心得報告,思考可能的理論應用。個人重點摘要報告的部份,每週由2位同學負責,將指定中文期刊論文中的重點摘要分享,以迅速幫助修課同學認識更多消費者相關理論與重要變數。
期末報告則需運用課程所教授過的理論,撰寫研究計畫
The course is mainly composed of: (1) teacher’s lectures and analysis; (2) group report and discussions; and (3) personal summary reports. The basic knowledge covered in this course will be conveyed through lectures by the instructor; it will provide students the foundation to engage in consumer research and related marketing practices. The readings from the assigned academic papers will also form the background for discussions in class. One journal paper will be assigned every week; a group of students needs to make a detailed presentation of the assigned paper and, to provide more information, search for 2-3 academic papers that apply the core theory of the assigned paper. Other students are required to write a paper review sheet that proposes relevant research questions and considers possible theoretical applications. The report group needs to initiate discussions and answer questions posed by other students and the instructor. As to the personal summary report, two students take responsibility each week. They should share the summary of the key points from the Chinese journal articles, thereby helping the classmates to understand better consumer-related theories and important variables.
The final report (term paper) requires the use of the theory taught in the course to write a research proposal.







評分方式﹝評分標準及比例﹞Evaluation (Criteria and ratio)等第制單科成績對照表 letter grading reference

        
1.paper報告與引導討論30%
2.期末報告30%
3.個人paper評論單25%
4.課程參與&平時成績15%

參考書/教科書/閱讀文獻 Reference book/ textbook/ documents
〔請遵守智慧財產權觀念,不可非法影印。教師所提供之教材供學生本人自修學習使用,不得散播及做為商業用途〕
No copies for intellectual property rights. Textbooks provided by the instructor used only for self-study, can not broadcast or commercial use

         鄭毓煌、蘇丹 (2015),理性的非理性:誰都逃不過的10大心理陷阱,智勝文化
(subject to change)
1. 林建煌 (2019),消費者行為 (6版),華泰。
2. 松井 剛、西川 英彦 (2021),從零開始讀懂消費者行為:一本掌握顧客心理、購買決策與消費動機的基礎,商周。
3. 曾光華 (2021),消費者行為:洞察生活、掌握行銷,前程文化
4. Solomon, M. R. (2020). Consumer Behavior: Buying, Having, and Being (13版). 華泰。
5. Mothersbaugh, Hawkins, & Kleiser (2020), Consumer Behavior: Building Marketing Strategy (14版). 華泰文化
6. Hoyer, W. D., Macinnis, D. J. and Pieters, R. (2012), Consumer Behavior, Baker & Tayl, U.S.A.
7. Mcdonald, M. and Ponting, J. (2013), Social Psychology and Theories of Consumer Culture, Routledge, U.S.A.
8. Belk, R. W., Askegaard, S., and Scott, L. (2012), Research in Consumer Behavior, Baker & Tayl, U.S.A.
9. Jansson-boyd, C. (2010), Consumer Psychology, Baker & Tayl, U.S.A.
10. Underhill, Paco (2000), Why We Buy: The Science of Shopping, Simon & Schuster, U.S.A.
11. 白滌清 (2012),消費者行為,華泰。
期刊文章出處: 臺大管理論叢、管理學報、管理評論、中山管理評論、管理與系統、Journal of Consumer Research、Journal of Consumer Psychology、Psychology & Marketing 等頂尖國內外期刊。







每週課程內容及預計進度 Weekly scheduled progress

        
週次日期授課內容及主題
WeekDateContent and topic
12022/02/13~2022/02/19課程介紹 (subject to change; 每週指定之paper待上課時宣佈)
22022/02/20~2022/02/26消費者行為與消費者研究
32022/02/27~2022/03/052/28 放假
42022/03/06~2022/03/12JCR運用1
52022/03/13~2022/03/19JCR運用2
62022/03/20~2022/03/26JCR運用3
72022/03/27~2022/04/02熱量預估 Make It Hot? How Food Temperature (Mis) Guides Product Judgments
82022/04/03~2022/04/094/4 放假
92022/04/10~2022/04/16期中考週
102022/04/17~2022/04/23笑容與動機 Smiling Signals Intrinsic Motivation
112022/04/24~2022/04/30數值陷阱 The Effects of Numerical Divisibility on Loneliness Perceptions and Consumer Preferences
122022/05/01~2022/05/07親社會行為 . I Own, So I Help Out: How Psychological Ownership Increases Prosocial Behavior
132022/05/08~2022/05/14奢華消費 The impostor syndrome from luxury consumption
142022/05/15~2022/05/21消費環境的擁擠 The influence of social crowding on brand attachment
152022/05/22~2022/05/28拍照分享 How the intention to share can undermine enjoyment: Photo-taking goals and evaluation of experience
162022/05/29~2022/06/04消費者評論 People rely less on consumer reviews for experiential than material purchases
172022/06/05~2022/06/11期末報告
182022/06/12~2022/06/18彈性學習

課業討論時間 Office hours

         時段1 Time period 1:
時間 Time:星期二13:00-15:00
地點 Office/Laboratory:管4082
時段2 Time period 2:
時間 Time:星期五13:00-15:00
地點 Office/Laboratory:管4082

系所學生專業能力/全校學生基本素養與核心能力 basic disciplines and core capabilitics of the dcpartment and the university

        
系所學生專業能力/全校學生基本素養與核心能力
basic disciplines and core capabilities of the department and the university
課堂活動與評量方式
Class activities and evaluation
本課程欲培養之能力與素養 This course enables students to achieve.紙筆考試或測驗 Test.課堂討論︵含個案討論︶ Group discussion (case analysis).個人書面報告、作業、作品、實驗 Indivisual paper report/ assignment/ work or experiment.群組書面報告、作業、作品、實驗 Group paper report/ assignment/ work or experiment.個人口頭報告 Indivisual oral presentation.群組口頭報告 Group oral presentation.課程規劃之校外參訪及實習 Off-campus visit and intership.證照/檢定 License.參與課程規劃之校內外活動及競賽 Participate in off-campus/ on-campus activities and competitions.課外閱讀 Outside reading.
※系所學生專業能力 Basic disciplines and core capabilities of the department
1具備良好的理解、表達、與溝通能力。 1 With the professional academic knowledge and skills of marketing communication, every students will be equipped with effective analytical and problem-solving ability.V VVV V    
2.具備行銷傳播學業知識與技能,並有效分析與解決問題。 2. Through two professional knowledge programs of digital marketing and social culture marketing, the students can accomplish future development. V  VV      
3.以數位行銷與社會文化行銷之專業成就全方位生涯發展。 3.Developing the most of leadership and team-oriented spirit, our lecture provide internationalisation, digitalisation, and practical skills which are also emphasised on the society.           
4.發揮領導與團隊精神,能與現代社會所強調之「國際化」、「數位化」、「實務化」之專業需求並行。 4. Through two professional knowledge programs of digital marketing and social culture marketing, the students can accomplish future development.           
5.具備專業倫理觀念,明瞭對社會作出貢獻是應負之責任。 5.Developing the most of leadership and team-oriented spirit, our lecture provide internationalisation, digitalisation, and practical skills which are also emphasised on the society.           
※全校學生基本素養與核心能力 Basic disciplines and core capabilities of the university
1.表達與溝通能力。 1. Articulation and communication skillsV  VV V    
2.探究與批判思考能力。 2. Inquisitive and critical thinking abilitiesV  VV      
3.終身學習能力。 3. Lifelong learning           
4.倫理與社會責任。 4. Ethnics and social responsibility           
5.美感品味。 5. Aesthetic appreciation           
6.創造力。 6. Creativity           
7.全球視野。 7. Global perspective           
8.合作與領導能力。 8. Team work and leadership           
9.山海胸襟與自然情懷。 9. Broad-mindedness and the embrace of nature            

本課程與SDGs相關項目:The course relates to SDGs items:

        
SDG1-消除貧窮(No Poverty)
SDG2-消除飢餓 (Zero Hunger)
SDG3-良好健康與福祉(Good Health and Well-being)
SDG4-教育品質(Quality Education)
SDG5-性別平等(Gender Equality)
SDG6-乾淨水源與公共衛生(Clean Water and Sanitation)
SDG7-可負擔乾淨能源(Affordable and Clean Energy)
SDG8-優質工作與經濟成長(Decent Work and Economic Growth)
SDG9-工業、創新和基礎建設(Industry,Innovation and Infrastructure)
SDG10-減少不平等(Reduced Inequalities)
SDG11-永續城市(Sustainable Cities and Communities)
SDG12-責任消費與生產(Responsible Consumption and Production)
SDG13-氣候行動(Climate Action)
SDG14-海洋生態(Life Below Water)
SDG15-陸域生態(Life on Land)
SDG16-和平、正義和穩健的制度(Peace,Justice And Strong Institutions)
SDG17-促進目標實現的全球夥伴關係(Partnership for the Goals)
本課程和SDGS無關

本課程校外實習資訊: This course is relevant to internship:

         本課程包含校外實習(本選項僅供統計使用,無校外實習者,得免勾記)
The course includes internship.(For statistical use only. If the course without internship, please ignore this item.)

實習定義:規劃具有學分或時數之必修或選修課程,且安排學生進行實務與理論課程實習,於實習終了取得考核證明繳回學校後,始得獲得學分;或滿足畢業條件者。(一般校內實習請勿勾選此欄位)

Internship: The required or elective courses should include credits and learning hours. Students should participate in the corporative company or institution to practice and learn the real skills. An internship certification must be handed in at the end of internship to get the credits or to fulfil the graduation requirements.

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