Infant safety has always been a major concern for new parents and those with small children. Monitoring young infants while they are asleep with the dangers of Sudden Infant Death Syndrome (SIDS) or Apnea has always been a very important part of parenting. Not only are there a multitude of products that are designed and produced each year to ease the minds of new parents, but there are numerous laws and regulations with the focus of enforcing the safety of young children in moving vehicles. Many countries around the world have made strict laws enforcing rear facing car seats for young infants. This position is ensures that its precious cargo is in the safest position possible in the event of a car crash. Though safe, the rear facing position is not the most practical for parents to monitor their child while in the driver’s seat. It is difficult while in motion to check on your child to see if she has spit up, fallen asleep, or if her safety straps need to be readjusted while she is rear facing. This is where our product, Totokan Baby Monitoring Systems, can help ease the minds of parents. Designed for flexible usage and on-the-go parents; our product is wireless, portable, and durable. Totokan can be easily installed on the car head rest or attached wherever you need to monitor your child. Most importantly the image of your child is streamed directly to your smart phone. The convenience of this product allows this monitor to go where you go, whether it is a long road trip, a play date at a friend’s house, or a quick nap at the grandparents. The ultimate goal is for Totokan’s design to be easily portable and effortlessly set up for parents to take on-the-go.

目標解讀在許多不同的模仿理論中均受到重視，並被認為是模仿學習中的關鍵。其中，目標導向的模仿理論認為在模仿過程裡，觀察者會將動作要素以階層關係重組為主要目標和次要目標，在資源有限的情況下，次要目標在模仿中容易被忽略，只重現主要目標。本研究修訂過去研究嬰兒目標導向模仿之作業，探索示範中的動作方向及口語提示線索如何影響嬰兒的目標導向模仿。在實驗1中，嬰兒看到示範者以跳躍或滑行的動作方式將玩偶移動至桌面或盒子裡，結果發現嬰兒會在沒有盒子的情境中模仿不同的動作方式，並在有盒子的情境裡模仿示範者的位置選擇。實驗2修訂實驗1的程序，延後呈現運動方向提示目標的時間，結果發現移動路徑的改變會使嬰兒在有盒子情境裡模仿位置選擇的正確性下降。實驗3在示範開始前加入口語提示協助嬰兒區辨目標位置，並使用與實驗2相同的移動路徑，結果發現口語提示無法增加有盒子情境位置選擇的正確性，反而使無盒子情境中模仿動作方式的表現減少。嬰兒的模仿行為不能完全用目標導向模仿理論中目標的階層排序解釋，示範情境、溝通互動以及語言等不同線索皆可能影響嬰兒推理目標的方式，改變模仿的傾向。 / The goal-directed theory of imitation claims that infants imitate an action by decomposing it into separate and hierarchically organized goals. When resources are limited, infants ignore less important goals to reproduce main goals. The evidence of this theory is that infants prefer to imitate action outcomes over styles when an external goal was present. In contrast, infants take action styles as major goals when there was no observable outcome. In this research, we investigated how movement direction and verbal information influence the goal-directed imitation process. In Experiment 1, we replicated the goal-choice imitation task used in previous research. 18-month-old infants observed an adult moving a toy animal in different action styles (slide or hop) into one of the two boxes (box condition) or onto the table (no-box condition).The results showed that infants imitated the action styles in no-box condition and matched the location choice in box condition. In Experiment 2, we modify the task by delaying the timing of movement direction cue for goal choice. Infants imitated the box choices less accurately after observing the modified demonstration. In Experiment 3, we verbalized the actor’s goal to investigate whether the goal choice errors in Experiment 2 are due to the lack of goal salience. We found no increase for the accuracy of matching location in the box condition but a decrease for the imitation of action styles in the no-box condition. In addition to the tendency to imitate different goals in different conditions, the study suggests important roles of movement direction and verbal cues in infants’ goal-directed imitation.

University of Macau / Institute of Chinese Medical Sciences

University of Macau / Institute of Chinese Medical Sciences

隨著經濟成長，個人可支配收入增加，以及在職母親人數上升，中國嬰幼兒奶粉業每年皆以兩位數成長。然而，龐大的嬰兒奶粉市場一直為國外品牌所壟斷。尤其是三聚氰胺事件後，消費者的對嬰兒奶粉品質的要求和態度改變，進口嬰兒奶粉提升至80% 的市場佔有率，使中國國產嬰幼兒奶粉廠商面臨困境。 嬰兒奶粉的購買者是父母親，購買的動機當然是以產品效益最高，品質最優良穩定，且價格合理的奶粉來撫育嬰兒，因此購買的動機與產品外顯單位成本和內隱成本有關。4C乃為產品的外顯單位成本和內隱成本(包括資訊搜尋成本，道德危機成本及專屬陷入成本)，攸關消費者對產品效益的觀感。如果企業技巧的運用行銷策略，有效降低外顯單位成本，資訊搜尋成本，道德危機成本，及建立資產專屬性，提高產品的整體總效益，必然會得到顧客的青睞，刺激購買慾望，進而忠於品牌。本研究試圖以4C的觀點，以Y集團為例，來探討中國國產嬰兒奶粉的行銷策略，並且提供相關的行銷建議。

過去研究發現助人行為是促進自己與他人建立友好關係，使得雙方產生對彼此有歸屬感的一種策略。然而，對於嬰兒而言，由於其助人行為能力正在發展，我們很難於自然情境中得知他們是否會為尋求此歸屬感，而促發其助人行為。因此，本研究之目的為探討嬰兒的助人行為是否會受到與他人建立友好關係的歸屬感而影響。本研究藉由兩個實驗來探討。實驗一藉由觀察60位18個月大嬰兒在接受不同認知意涵的內隱圖片促發其歸屬感後，進入助人任務的助人行為表現。實驗結果發現接受在一起性質圖片的18個月大嬰兒，並未因圖片促發其助人行為來維繫其歸屬感。為排除助人任務性質可能造成的干擾因素，實驗二調整了實驗一的助人任務後，在相同條件下進行觀察嬰兒的助人行為表現。結果發現雖然在一起性質的內隱圖片仍未促發其歸屬感而引發助人行為，但若將圖片分類方式改為知覺層級，將具有成對性質的內隱圖片（在一起、背對背與基準）與接受單獨性質圖片比較後卻發現，18個月大的嬰兒在特定時間區段（0至20秒、0至30秒）中有顯著較多的助人行為。此結果說明知覺層級上的刺激能夠穩定的促發18個月大嬰兒的歸屬感，進而引發其助人行為。 / Previous studies propose that helping behaviors can be an effective strategy for establishing friendly relationship and affiliation with others. However, for eighteen-month-old infants, the ability of helping is under development. Hence, it is difficult to evaluate whether they pursuit affiliation by helping others, especially in natural conditions. In this thesis, two controlled experiments were conducted to understand whether the helping behaviors can be evoked by priming. In the first experiment, sixty eighteen-month-old infants were recruited and primed by several implicit photos to evoke their tendency of affiliation and to measure the influence of the primes. Results show that the primes do not significantly evoke the subjects to perform more helping behaviors in both conditions: primed by the photos imply together and primed by other photos (back-to-back, baseline, and alone). To exclude the possible interferences of the previous helping tasks, the second experiment undertook the same procedures and settings with the first experiment, but modified the task to clarify the needs of helping. Results reveal that the difference of priming effect is still insignificant between together and others. However, if the photos are grouped by the easier-perceivable meaning: representing photos having two objects as together, and representing photos having only one object as individuality, the significance of priming can be observed. Subjects primed by together photos performed significantly more helping than those primed with individuality photos in specific periods (0-20s and 0-30s). Based on these findings, this study suggests that the perceptual stimulus can stably evoke affiliation of eighteen-month-old infants, and influence the tendency of helping others.

由於我國經濟的迅速成長，使得職業婦女日漸增多，也造成雙職家庭（dualcareer family）的增加，結果雖使得家庭平均收入大幅提高，但相對的也使得職業婦女能用 於處理家事及照顧兒女的時間減少，於是，造成職業婦女在處理家事及照顧兒女的消 費行為上發生改變。 有感於此種現象所可能造成的行銷機會，本論文特別選擇嬰兒用紙反褲（diaper）作 為研究之產品，以較完整的EKB 低涉入模式為研究架構，希望能對這個年成長率達30 ％『用後即丟』的商品作一較廣泛的研究，作此種商品研究的開路先鋒。 本論文大台北地區，民國七十七年有新生嬰兒的雙親家庭為研究對象，使用問卷調查 的方式，除了對方上述對象的購買決策過程作整體的研究外，並將對其前置行為及不 可預期情況下的購後行為作一廣泛的探討，本論文的另外一個重要目的在於找出重度 消費者（heavy user）和輕度消費者（light user）間的區別函數，希望能有助於廠 商易於辨認出其主要顧客之特性。 最後，並希望由研究的結果，依行銷管理的理念提出可行之行銷策略供廠商參考。

大多數的已開發國家都逐漸成為高齡化社會；同時，可以幫助高齡族群的科技發明變得越來越流行和重要。本研究提出一個以穿戴式裝置為基礎的服務系統，不只專注在健康，也重視正向情緒、投入程度、人際關係、人生意義和成就感（PERMA，幸福模型）。本系統的目標是透過以活動為基礎的介入，促進幸福價值；亦即透過整合服務系統內的所有資源以提供個人化的活動介入給戰後嬰兒潮族群，並整合子系統的最佳化機制以得到整體的價值最大化。 因為幸福被定義為一種多維度的觀念，為了衡量並評價幸福，我們使用一個以影子價格為基礎的計算矩陣來比較各個活動介入的價值。透過幸福價值最大化，本研究試著幫助戰後嬰兒潮族群成功的在地老化。本研究初探性的結果指出，此系統被證實是有效的，且活動介入有能力增加使用者感受的幸福價值，介入品質和高齡幸福評價被發現有高度關聯性。 / Most of the societies of developed countries are becoming “aging population society”. Technologies that help baby boomers stay healthy become more popular and essential. We propose a wearable-device-based service system that focused not only on vitality but also positive emotion, engagement, relationship, meaning and accomplishment (PERMA as well-being model). Since the system aims at improving well-being value through activity-based interventions, it is necessary to integrate all the resources within the service system and provide the most appropriate personalized interventions with most expected value to the baby boomers. The system generates those interventions through greedy approach, which means they are generated by local mechanism first and combine them to get the global optimality. In order to measure well-being, which is definitely a multi-dimensional concept, we use an evaluation matrix based on shadow price to compare the value between each intervention, i.e. activities. By the well-being valuation and maximization, we try to make the baby boomers live a successful aging. Our exploratory evaluations show that the system is justified to be effective and activity-based interventions are able to increase baby boomers’ perceived value. The correlation between intervention quality and senior well-being valuation is found along with other findings.

在1946至1964年之間出生的戰後嬰兒潮,奉獻了大半輩子在於工作,因此擁有較 高的收入以及較充裕的自由時間。毫無疑問地,他們是最有資格也最值得去追求 幸福的族群了。 這篇論文基於PERMA這個模型對於幸福所提出的五個元素,針對其中的“社交 關係”進行研究。並以社會資本來當作研究的核心,近而探討線上以及線下的行 為對於社會資本所造成的影響。 在這篇論文中,我們會透過所設計的機制,來量化個體的社會資本。並利用活動 導向的推薦來增加以及最佳化個體的社會資本。更希望可以透過人與人之間的強 弱連結,使彼此之間互相影響,共同創造更大的社會資本以及更好的社交關係。 透過我們的機制,系統可以了解嬰兒潮顧客的社交情形,並推薦適合他們從事的 社交活動。 長期來看,我們認為微觀的社會資本可以影響到宏觀的社會資本。如同個體可以 影響到其所在的群體一樣。研究最後的目標是幫助嬰兒潮顧客達到社會幸福,並 創造一個使用者可以共同創造價值的生態系。 / Baby boomers, which mean people who were born between 1946 and 1964, devoted most of their life at work. Because of the high income and free time they have, they undoubtedly are the most capable but also the most worthy to pursue wellbeing. This paper will focus on one of the elements of wellbeing, which is the relationship part of PERMA model. The core of this research is on social capital that is related to user's behaviors online and offline. In this research, we want to quantify each user’s social capital, and then increase and maximize it through our particularly devised mechanism. By the strong or weak ties between users, they could co-create higher social capital and better relationships. Through our mechanism, we can understand baby boomers’ social situation and improve it by recommending virtual and physical activities. In the long term, we thought micro social capital can affect macro social capital, as a person can affect others. The final goal of this research is helping baby boomers achieve social wellbeing and create an ecosystem for users to co-create value in relationships.

理解他人的意圖，指的是理解他人的行為背後蘊含著一個希望達成的具體目標，是嬰兒社會認知發展中一項重要的基礎能力，而此能力的發展應具有跨文化一致性。然而，過去國內外研究結果顯示，台灣與西方嬰兒透過非語言線索理解他人溝通意圖的能力有明顯的落差。因此，本研究為了瞭解台灣嬰兒理解非語言線索的溝通意圖之能力，並找出可能導致上述不同研究結果的作業差異原因，將藉由兩項實驗來探討此議題。實驗一以藏物遊戲為實驗派典，觀察14與18個月的台灣嬰兒，在「眼神注視」、「手指指示」及「意圖性語音」三種非語言線索情境中，是否可藉由對線索溝通意圖的理解而找出隱藏的意圖目標物。結果發現14個月的台灣嬰兒，可理解他人「手指指示」線索的溝通意圖，但無法理解「眼神注視」與「意圖性語音」線索的溝通意圖，而18個月的台灣嬰兒則是可理解他人「眼神注視」線索的溝通意圖，但卻無法理解「手指指示」與「意圖性語音」線索的溝通意圖。為了排除藏物容器設計可能造成的干擾因素，實驗二調整了藏物容器裝置，以同樣的實驗方式觀察台灣嬰兒理解他人非語言線索溝通意圖的能力。結果發現，14個月的台灣嬰兒仍只能藉由「手指指示」線索理解他人的溝通意圖，但18個月的台灣嬰兒則已可透過「眼神注視」、「手指指示」及「意圖性語音」三種非語言線索理解他人的溝通意圖。此結果說明，台灣與西方嬰兒透過非語言線索理解他人溝通意圖的能力大致相同，即嬰兒理解他人溝通意圖的能力確實具有跨文化一致性。 / Understanding the intents of others, to understand the existence of specific goals that people wish to achieve from their behaviors, is one of important basic abilities in the social cognitive development of an infant. The developmental time frames of such ability should be the same across cultures. However, previous domestic and overseas studies proposed that the abilities of infants to understand the communicative intents of others through nonverbal cues are different between Taiwanese and western cultures. Hence, in this study, two controlled experiments were conducted to explore the abilities of Taiwanese infants to understand the communicative intents of others through nonverbal cues and the factors of the tasks that may cause different results between domestic and overseas studies. In the first experiment, an experimenter used the cues of gazing, pointing, and intentional vocalization in a hiding-game task to examine whether fourteen- and eighteen-month-old Taiwanese infants could infer communicative intents expressed in the three nonverbal cues and find the hidden objects. Results showed that 14-month-old Taiwanese infants could only follow the cue of pointing to find the hidden objects, but not gazing or intentional vocalization. And 18-month-old Taiwanese infants could find the hidden objects by following only the cue of gazing. To exclude the possible interferences of the target containers, the experimenter used the same procedures and settings in the second experiment as the first one, but modified the containers to clarify the hiding-game task. Results showed that 14-month-old Taiwanese infants could still follow only the cue of pointing to find the hidden object, but 18-month-old Taiwanese infants successfully followed all three types of cues. Based on these findings, the abilities of infants to understand others’ communicative intents by following nonverbal cues are the same in Taiwanese and western cultures. That is, the developmental time frames of the abilities of infants to understand the communicative intents through nonverbal cues are the same across different cultures.