In product development, lead-time reduction, cost reduction, and quality improvement are issues that companies want to improve on to increase competitiveness. One recent approach to reach this - particularly in the aerospace industry where the complexity of product offers is steadily increasing - is to manage risk by forming virtual enterprises. A virtual enterprise is a network of partner companies that join on equal terms when an opportunity arises to develop a product offer, e.g. a jet engine offer, in a more agile manner than if any of the partners would realise it by themselves. They therefore team up to share risk, investment and resources - to in return also share revenue and profit. A driver for the formation of the virtual enterprise is the ability to effectively utilise partner knowledge assets. However, when sharing and managing knowledge effectively across the virtual enterprise, current practices have yet to evolve to meet the needs of knowledge workers, who may come from different aerospace companies, have different roles, belong to different disciplines and that may also be situated in geographically dispersed locations. Improving product development includes allowing developers from all disciplines to know - as early as possible in the product development process - more about the customer needs, the desired product properties, and the downstream impact of the decisions they choose to make throughout the process. Knowing about the impact in downstream phases would allow for significant time and cost savings due to the avoidance of unnecessary and expensive rework that would otherwise occur much further on in the product's life cycle. Among other things, a virtual enterprise can start organising and mapping the knowledge assets available in their teams, and information overload can be managed by assuring that the right knowledge ends up with the right person, to mention but a few things that can facilitate the everyday work of engineers and their colleagues. When working in a product development project, the virtual enterprise needs to assess the quality of the created knowledge as early as possible to devise the correct actions early. In this thesis, a Gated Maturity Assessment technique including the concept of knowledge maturity has been developed as an example of an improved stage-gate decision-making process. With this approach development teams are able to assess the knowledge maturity level in the content and rationale that is put forward as a basis for a decision - as opposed to only assessing the raw data of the results (i.e. thrust, weight, fuel burn, etc.). Knowledge maturity is used to support decision makers when in the process of assessing a decision base to make a decision whether to go ahead, abort the process, or order rework to be done. Naturally, if the decision base is poor, a decision to go ahead should probably not be taken, as the consequences might be negative. In assessing maturity, decision makers can determine at decision points if the knowledge base is good enough to move forward to the next step in the jet engine component design, if there is need for rework, and what specific areas need to be improved. Decision makers can divert and focus resources to areas of importance due to, for instance, too low maturity levels. Knowledge maturity is a way to - using a criteria scale that prescribes the knowledge needed at each level - help development teams assess and visualise how well they know what they know, and subsequently, what they need to know. This thesis explores the feasibility of using knowledge maturity as a way of supporting knowledge engineering in the context of a development process in aeronautics. / Faste Laboratory

<p>U radu je ispitana mogudnost kori&scaron;denja konzumnog suncokreta i suvog ostatka divljeg origana, kao funkcionalnih komponeti za dobijanje fleks proizvoda pobolj&scaron;anih nutritivnih svojstava.<br />Optimizacijom temperature su&scaron;enja (84&deg;C, 105&deg;C, 135&deg;C, 148&deg;C) fleks proizvoda utvrđen je uticaj temperature na: hemijske, fizičke i antioksidativne osobine fleks proizvoda. Na osnovu standardne ocene fleks proizvoda dobijenih na različitim temperaturama su&scaron;enja utvrđeno je da najvedu standardnu ocenu (0,91) ima fleks proizvod dobijen primenom temperature su&scaron;enja od 84&deg;C.<br />Ispitivanjem uticaja različitih količina konzumnog suncokreta (3%, 6% i 9%) i divljeg origana (0%, 0,5% i 1%) na fizičke karakteristike fleks proizvoda i utvrđeno je da dodatak konzumnog suncokreta ima negativan uticaj, a suvi ostatak divljeg origana pozitivan uticaj na nasipnu mase i stepen ekspanzije proizvoda. Uzorak bez konzumnog suncokreta i sa 1% origana ima najbolje fizičke karakteristike, minimalnu nasipna masu od 150,2 gml-1 i maksimalan stepen ekspanzije 9,36 mlg-1.<br />Dodatak konzumnog suncokreta uticao je na promene u masnokiselinskom sastavu proizvoda. Uzorci sa 9% konzumnog suncokreta imaju manji sadržaj palmitinske (C16:0) i linolenske (C18:3) kiseline za 15%, odnosno 60% u odnosu na uzorke bez dodatka suncokreta. U pomenutim uzorcima je povedan sadržaj stearinske (C18:0) za 15% i oleinske kiseline (C18:1) za 25%.<br />Dodatak funkcionalnih komponenti u sirovinski sastav fleks proizvoda povedava sadržaj fenola dva puta, pri čemu maksimalna sadržaj fenola 2,84 mg GAE/g s.e. ima uzorak sa 9% konzumnog suncokreta i 1% suvog ostatka divljeg origana. Pomenuti uzorak karakteri&scaron;e i maksimalna antiradikalska aktivnost ekstrakata izražena preko parametara 1/IC50 0,75 mg/ml i FRAP 1,57 &mu;g AAE/g s.e<br />Konzumni sincokret u sirovinskom sastavu fleks proizvoda je pobolj&scaron;ao iskori&scaron;denje, odnosno svarljivosti proteina i sadržaj esencijalnih mineralnih materija. Dodatkom 9% suncokreta i 1% divljeg origana dobijen je maksimalan sadržaj Zn 9,26 mg/kg, Cu 4,12 mg/kg, Mg 261,87 mg/kg i Fe 12,03 mg/kg.<br />Procesom ekstrudiranja, takođe, je do&scaron;lo do pobolj&scaron;anja mikrobiolo&scaron;kih parametaara kvaliteta proizvoda jer se značajno se smanjio ukupan broj mikroorganizama, broj kvasaca i plesni i mikroorganizama iz familije Enterobakteriaceae.<br />Na osnovu rezultata potro&scaron;ačkog testa za ispitvanje dopadljivosti proizvoda, utvr&scaron;eno je da dodatak suvog ostatka divljeg origana ima pozitivan efekat na op&scaron;tu prihvatljivost fleks proizvoda od strane potro&scaron;ača, dok dodatak konzumnog suncokreta negativno utiče na ukus, miris, osobine pri žvakanju i op&scaron;ta prihvatljivost.<br />Rezultati eksperimentalnog rada su pokazali da se dodatkom konzumnog suncokreta i suvog ostatka divljeg origana dobija fleks proizvod sa povedanom sadržajem funkcionalnih komponenata koji je dopadljiv potro&scaron;ačima.<br />Istraživanja u okviru ove disertacije su ukazala da bi funkcionalni fleks proizvod sa dodatkom divljeg origana i konzumnog suncokreta bolje prihvatili potro&scaron;ači stariji od 35 godina, visoko obrazovani i sa vedim primanjima. Međutim, i dalje je prisutan izvestan stepen nepoverenja potro&scaron;ača, pa je neophodno sprovoditi kontinuiranu edukaciju o zdravstvenim prednostima upotrebe funkcionalnih proizvoda u ishrani.</p> / <p>The paper examined the possibility of using consumable sunflower and dry extract of wild oregano, as functional components of obtaining a flex product of improved nutritional properties. By optimizing the drying temperature (84&deg;C, 105&deg;C, 135&deg;C, 148&deg;C) of the flex product, the effect of temperature was determined on: chemical, physical and antioxidant properties of flex products. On the basis of the standard assessment of flex products obtained at different drying temperatures it was determined that the highest standard rating (0.91) belongs to flex product prepared using the drying temperature of 84&deg;C.<br />By examining the influence of different amounts of consumable sunflower (3%, 6% and 9%) and wild oregano (0%, 0.5% and 1%) on the physical characteristics of flex products, it has been found that the addition of consumable sunflower has a negative impact, and a dry residue of wild oregano positive impact on the bulk weight and degree of expansion of the product. The sample free of consumable sunflower and with 1% of oregano has the best physical characteristics, minimal bulk weight of 150.2 gml-1 and a maximum degree of expansion of 9.36 mlg-1 .<br />The addition of consumable sunflower influenced the changes in fatty acid composition of the product. Samples with 9% of consumable sunflower have lower content of palmitic (C16:0) and 1inolenic (C18:3) acid by 15% and 60% compared to the samples without the addition of sunflower. In the above samples there was an increased content of stearic acid (C18: 0) by 15% and oleic acid (C18:1) by 25%.<br />The addition of functional components in the raw material composition of flex product increases phenol content twice, where the maximum phenol content of 2.84 mg GAE/g s.e. is found in the sample with 9% of consumable sunflower seed, and 1 % of dry extract of wild oregano. The aforementioned sample is characterized also by a maximum antiradical activity of extracts expressed via parameters 1/1C50 0.75 mg / ml and FRAP 1.57 ɲg AAE/g s.e.<br />Consumable sunflower in the raw material composition of flex products improved the utilization the digestibility of proteins and essential mineral substances content. By the addition of 9% of sunflower and 1% of wild oregano, we obtained the maximum content of Zn, 9.26 mg/kg, Cu 4.12 mg/kg, Mg 261.87 mg/kg and Fe 12.03 mg/kg. Extrusion process, also, led to an improvement in microbiological parameters of quality of the product because it significantly reduced the total number of microorganisms, yeasts and molds and microorganisms from the family of Enterobacteriaceae.<br />Based on the results of the test for examining consumer appeal of the product, it has been established that the addition of dry extract of wild oregano has a positive effect on the general acceptability of flex products by consumers, while the addition of consumable sunflower adversely affects the taste, the smell, the properties in chewing and general acceptability.<br />The results of the experimental work showed that the addition of consumable sunflower and dry extract of wild oregano resulted in the flex product with increased content of functional components that is appealing to consumers.<br />The research within this thesis pointed out that a functional flex product with the addition of wild oregano and consumable sunflower would be better accepted by consumers older than 35, highly educated and with higher incomes. However, there is still a certain degree of mistrust of consumers, so it is necessary to implement continuous education about the health benefits of the use of functional products in diet.</p>

As proantocianidinas da canela são compostos fenólicos responsáveis por diversos efeitos benéficos à saúde atribuídos a essa planta. No entanto, para usufruir desses efeitos, seria necessário consumir grande quantidade da especiaria, que apresenta algumas características sensoriais indesejáveis, como sabor forte e também causam sensação de adstringência. Pensando em resolver esses problemas, o presente trabalho teve como objetivo a obtenção do extrato de canela rico em proantocianidinas, sua encapsulação pela técnica de coacervação complexa e aplicação em sorvete. Inicialmente foram otimizadas as condições de processo para a obtenção do extrato com o maior teor de proantocianidinas. Utilizando-se canela em casca triturada, etanol 50% e variando-se condições de temperatura, razão sólido:solvente e tempo, as condições foram otimizadas em: temperatura (60 °C), razão sólido:solvente (1:7,5) e tempo de extração (30 min). Os principais compostos presentes nesse extrato foram isolados em sistema de CLAE e identificados como sendo uma mistura de proantocianidinas com graus de polimerização de 2-4, ácido cinâmico e cinamaldeído. A capacidade antioxidante dessas frações também foi determinada mostrando que as proantocianidinas são as que mais contribuem para esse potencial. O extrato foi seco por atomização e liofilização sendo avaliadas as seguintes propriedades: capacidade antioxidante, atividade inibidora da &alpha;-amilase e &alpha;-glicosidase e atividade antimicrobiana. Os extratos secos, principalmente o atomizado, apresentaram alta capacidade antioxidante e alto potencial de inibir as enzimas digestivas, porém perderam a capacidade antimicrobiana em relação ao extrato líquido. O extrato atomizado foi encapsulado pela técnica de coacervação complexa utilizando gelatina como polímero anfótero e diferentes polissacarídeos (goma arábica, pectina, goma de cajueiro, carboximetilcelulose e &kappa;-carragena) como polímeros aniônicos. As micropartículas foram caracterizadas em relação a: teor de umidade, atividade de água, higroscopicidade, solubilidade, morfologia, tamanho e distribuição. Houve diferença entre as amostras em todos esses parâmetros avaliados. Foram estudados os espectros de infravermelho dos ingredientes e das partículas obtidas por coacervação, onde foi observada claramente a interação entre a proteína e o polissacarídeo na formação das partículas. As micropartículas foram submetidas a condições de stress em meios aquosos e se mostraram resistentes em diversos valores de pH, temperatura, concentração de sal e sacarose. Durante a estocagem as partículas perderam parte dos fenólicos e proantocianidinas totais e a amostra produzida com gelatina/&kappa;-carragena, foi a que mais preservou esses compostos. Essa amostra também mostrou potencial para ser utilizada como sistema para liberação controlada de compostos fenólicos no intestino. A análise sensorial das amostras de extrato livre e encapsulado comprovou que o processo de encapsulação foi eficiente em mascarar o sabor forte e a sensação de adstringência do extrato de canela. As amostras do extrato de canela encapsulado, aplicadas em sorvete, obtiveram maior aceitação global, foram melhor avaliadas quanto ao sabor e também apresentaram maior intenção de compra pelos provadores em comparação à amostra de sorvete contendo o extrato livre. / Proanthocyanidins from cinnamon are phenolic compounds responsible for many beneficial health effects attributed to this plant. However, to take advantage of these effects, it would be necessary to consume large amount of the spice, which presents some undesirable sensory characteristics such as strong flavor and also cause sensation of astringency. Thinking of solving these problems, this study aimed to obtain a cinnamon extract rich in proanthocyanidins, its encapsulation by complex coacervation technique and application in ice cream. Initially, the conditions were optimized to obtain the extract with higher proanthocyanidins content. Using crushed cinnamon bark, 50% ethanol and varying temperature, solid to solvent ratio and time, the conditions were optimized in: temperature (60 °C) solid:solvente ratio (1:7.5), and time extraction (30 min). The main compound present in this extract were isolated on an HPLC system and identified as a mixture of proanthocyanidins with degrees of polymerisation of 2-4, cinnamaldehyde and cinnamic acid. The antioxidant capacity of these fractions was also determined showing that the proanthocyanidins are the main responsible for this potential. The extract was spray-dried and freeze-dried being evaluated the following properties: antioxidant capacity, inhibition of &alpha;-amylase and &alpha;-glucosidase and antimicrobial activity. Dried extracts, particularly the atomized one, showed high antioxidant capacity and high potential to inhibit digestive enzymes, but lost antimicrobial capacity in relation to the liquid extract. The atomized extract was encapsulated by the complex coacervation technique using gelatin as a amphoteric polymer and different polysaccharides (gum arabic, pectin, cashew gum, carboxymethylcellulose and &kappa;-carrageenan) as the anionic polymers. The microparticles were characterized in relation to: moisture content, water activity, hygroscopicity, solubility, morphology, size and distribution. There were differences between the samples in all of these parameters evaluated. Were studied the infrared spectra of ingredients and particles obtained by coacervation, where it was clearly observed interaction between the protein and the polysaccharide in particle formation. The microparticles were submitted to stress conditions in aqueous media and were resistant to various pH values, temperature, salt concentration and sucrose. During storage, the particles have lost part of phenolics and total proanthocyanidins, and in the sample produced with gelatin/&kappa;-carrageenan, these compounds were more preserved. This sample also showed potential to be used as a system for controlled release of phenolic compounds in the intestine. Sensory analysis of free and encapsulated extract samples proved that the encapsulation process was effective at masking the strong taste and the sensation of astringency of the cinnamon extract. Samples of the encapsulated cinnamon extract, added in ice cream, obtained a greater global acceptance, were further evaluated for flavor and also had a higher purchase intent by the consumers compared to the ice cream containing free extract.

As proantocianidinas da canela são compostos fenólicos responsáveis por diversos efeitos benéficos à saúde atribuídos a essa planta. No entanto, para usufruir desses efeitos, seria necessário consumir grande quantidade da especiaria, que apresenta algumas características sensoriais indesejáveis, como sabor forte e também causam sensação de adstringência. Pensando em resolver esses problemas, o presente trabalho teve como objetivo a obtenção do extrato de canela rico em proantocianidinas, sua encapsulação pela técnica de coacervação complexa e aplicação em sorvete. Inicialmente foram otimizadas as condições de processo para a obtenção do extrato com o maior teor de proantocianidinas. Utilizando-se canela em casca triturada, etanol 50% e variando-se condições de temperatura, razão sólido:solvente e tempo, as condições foram otimizadas em: temperatura (60 °C), razão sólido:solvente (1:7,5) e tempo de extração (30 min). Os principais compostos presentes nesse extrato foram isolados em sistema de CLAE e identificados como sendo uma mistura de proantocianidinas com graus de polimerização de 2-4, ácido cinâmico e cinamaldeído. A capacidade antioxidante dessas frações também foi determinada mostrando que as proantocianidinas são as que mais contribuem para esse potencial. O extrato foi seco por atomização e liofilização sendo avaliadas as seguintes propriedades: capacidade antioxidante, atividade inibidora da &alpha;-amilase e &alpha;-glicosidase e atividade antimicrobiana. Os extratos secos, principalmente o atomizado, apresentaram alta capacidade antioxidante e alto potencial de inibir as enzimas digestivas, porém perderam a capacidade antimicrobiana em relação ao extrato líquido. O extrato atomizado foi encapsulado pela técnica de coacervação complexa utilizando gelatina como polímero anfótero e diferentes polissacarídeos (goma arábica, pectina, goma de cajueiro, carboximetilcelulose e &kappa;-carragena) como polímeros aniônicos. As micropartículas foram caracterizadas em relação a: teor de umidade, atividade de água, higroscopicidade, solubilidade, morfologia, tamanho e distribuição. Houve diferença entre as amostras em todos esses parâmetros avaliados. Foram estudados os espectros de infravermelho dos ingredientes e das partículas obtidas por coacervação, onde foi observada claramente a interação entre a proteína e o polissacarídeo na formação das partículas. As micropartículas foram submetidas a condições de stress em meios aquosos e se mostraram resistentes em diversos valores de pH, temperatura, concentração de sal e sacarose. Durante a estocagem as partículas perderam parte dos fenólicos e proantocianidinas totais e a amostra produzida com gelatina/&kappa;-carragena, foi a que mais preservou esses compostos. Essa amostra também mostrou potencial para ser utilizada como sistema para liberação controlada de compostos fenólicos no intestino. A análise sensorial das amostras de extrato livre e encapsulado comprovou que o processo de encapsulação foi eficiente em mascarar o sabor forte e a sensação de adstringência do extrato de canela. As amostras do extrato de canela encapsulado, aplicadas em sorvete, obtiveram maior aceitação global, foram melhor avaliadas quanto ao sabor e também apresentaram maior intenção de compra pelos provadores em comparação à amostra de sorvete contendo o extrato livre. / Proanthocyanidins from cinnamon are phenolic compounds responsible for many beneficial health effects attributed to this plant. However, to take advantage of these effects, it would be necessary to consume large amount of the spice, which presents some undesirable sensory characteristics such as strong flavor and also cause sensation of astringency. Thinking of solving these problems, this study aimed to obtain a cinnamon extract rich in proanthocyanidins, its encapsulation by complex coacervation technique and application in ice cream. Initially, the conditions were optimized to obtain the extract with higher proanthocyanidins content. Using crushed cinnamon bark, 50% ethanol and varying temperature, solid to solvent ratio and time, the conditions were optimized in: temperature (60 °C) solid:solvente ratio (1:7.5), and time extraction (30 min). The main compound present in this extract were isolated on an HPLC system and identified as a mixture of proanthocyanidins with degrees of polymerisation of 2-4, cinnamaldehyde and cinnamic acid. The antioxidant capacity of these fractions was also determined showing that the proanthocyanidins are the main responsible for this potential. The extract was spray-dried and freeze-dried being evaluated the following properties: antioxidant capacity, inhibition of &alpha;-amylase and &alpha;-glucosidase and antimicrobial activity. Dried extracts, particularly the atomized one, showed high antioxidant capacity and high potential to inhibit digestive enzymes, but lost antimicrobial capacity in relation to the liquid extract. The atomized extract was encapsulated by the complex coacervation technique using gelatin as a amphoteric polymer and different polysaccharides (gum arabic, pectin, cashew gum, carboxymethylcellulose and &kappa;-carrageenan) as the anionic polymers. The microparticles were characterized in relation to: moisture content, water activity, hygroscopicity, solubility, morphology, size and distribution. There were differences between the samples in all of these parameters evaluated. Were studied the infrared spectra of ingredients and particles obtained by coacervation, where it was clearly observed interaction between the protein and the polysaccharide in particle formation. The microparticles were submitted to stress conditions in aqueous media and were resistant to various pH values, temperature, salt concentration and sucrose. During storage, the particles have lost part of phenolics and total proanthocyanidins, and in the sample produced with gelatin/&kappa;-carrageenan, these compounds were more preserved. This sample also showed potential to be used as a system for controlled release of phenolic compounds in the intestine. Sensory analysis of free and encapsulated extract samples proved that the encapsulation process was effective at masking the strong taste and the sensation of astringency of the cinnamon extract. Samples of the encapsulated cinnamon extract, added in ice cream, obtained a greater global acceptance, were further evaluated for flavor and also had a higher purchase intent by the consumers compared to the ice cream containing free extract.

國人自我贈禮的風氣方興未艾，但在資源的束縛與傳統價值觀的影響下，使得消費者不免陷於困窘之境，而本研究即欲探討消費者自我贈禮與消費罪惡感之間的關係。本研究目的有四：其一，瞭解國人引發自我贈禮的主要背景情境與動機，並試圖對自我贈禮加以分類，以求得主要的背景情境與動機所對應之自我贈禮類型；其二，發展消費罪惡感之構面與發生時機；其三，瞭解不同自我贈禮類型與消費罪惡感的對應關係；其四，探討在不同產品類型的影響之下，自我贈禮與消費罪惡感的對應關係是否有所不同。 本研究以關鍵事件法設計問卷，透過三次前測得到正式問卷，針對60位消費者進行訪談及問卷施測，共收集了60個自我贈禮事件。經資料分析過後，得到研究結果可歸納成四大方向： 首先在自我贈禮方面，背景情境按發生頻次多寡依序為：發生重大事件、有成就感、工作辛苦、壓力負荷、心情低落、有額外資源、週期性自我回饋；背景情境與動機之間呈現一對一的關係，分別是為了留下紀念、犒賞自己、慰勞自己、抒解壓力、愉悅自己、維持好心情、對自己好一點。另外，若依照產品導向程度的強弱以及資訊準備程度的高低針對自我贈禮進行分類，國人進行最不常發生的自我贈禮類型為「高度產品導向—低度資訊準備」—驚鴻一瞥型。 其次在消費罪惡感方面，其構面為猶豫感、金錢疼惜感、愧疚感，時機為購買之前的預期性罪惡感，購買當下的進行性罪惡感，以及購買之後的反應性罪惡感，而雖然各時機都會有各構面的成分，但預期性罪惡感最主要的構面為猶豫感，進行性罪惡感最主要的構面為疼惜感，反應性罪惡感最主要的構面為愧疚感。 接著在自我贈禮與消費罪惡感之關係方面，當消費者進行週期性自我回饋時，會感受到程度最高的預期性罪惡感；而當消費者因有成就感或心情低落時所進行之自我贈禮，其感受到的是程度最低的預期性罪惡感。至於，若是屬於高度產品導向類型者，其表現在消費罪惡感上的類型最主要為財務類罪惡感；若是屬於低度產品導向類型者，比較有可能不會產生消費罪惡感。 最後，若是受到不同產品類型影響的情況下，由於自我贈禮之禮物類型皆為奢侈品，因此以功能型與享樂型產品做為產品分類的標準。對於購買功能型奢侈品做為自我贈禮禮物的消費者而言，無論是高度產品導向或是低度產品導向類型者，其表現在消費罪惡感上，最主要的類型為財務類罪惡感；對於購買享樂型奢侈品做為自我贈禮禮物的消費者而言，若是高度產品導向類型者，其表現在消費罪惡感上，最主要的類型為財務類罪惡感；若是低度產品導向者，則傾向完全沒有罪惡感。 整體而言，本研究不僅為國人自我贈禮的背景情境與動機之先導研究，亦開啟了消費罪惡感研究之先河，並建立消費罪惡感的構面與時機，著實為後續研究奠定了相當的基礎。 / People in Taiwan have tended to buy themselves gifts recently. However, under the constraints of resources and the influence of traditional values, they would hesitate to buy or not to buy. This study focuses on this interesting theme-the relationship between consumers’ self-gift giving and consumer guilt. The objectives of this study are to explore consumers’ motivations of self-gifts, the dimensions and evolution of consumer guilt, and the relationship between consumers’ self-gift giving and consumer guilt. Product categories are also under the consideration of this study to examine the effects of different products on the relationship between consumers’ self-gift giving and consumer guilt. This research employed the critical incident techniques. A questionnaire was first designed and pre-tested three times before the main field work. Through collecting, sorting and analyzing 60 self-gift giving events, the results pointed out four main parts as followed. To begin with, the results indicated that consumers will buy gifts for themselves when the important events happened, something achieved, some hard work finished, feeling stressed, being depressed, gaining some extra resources, and purchasing periodically. These situations were one-to-one corresponding to some motivations, respectively to remember, to reward, to compensate, to relieve, to revive, to keep in a good mood, and to be nice to oneself. In addition, self-gift giving behavior might be divided into four types by the degree of product-oriented (high vs. low) and the degree of information-prepared (high vs. low). However, few Taiwanese were classified by “high product-oriented and low information-prepared”, called “Glance”. Secondly, the consumer guilt had three dimensions-hesitation, anguish, and remorse. Also, it had three moments of occurrence. The anticipatory guilt occurred before purchasing; the proceeding guilt occurred when purchasing; and the reactive guilt occurred after purchasing. Although each moment of consumer guilt included three dimensions meanwhile, what’s more important, the major dimension of anticipatory guilt was hesitation, the major dimension of proceeding guilt was anguish, and the major dimension of reactive guilt was remorse. As for the relationship between consumers’ self-gift giving and consumer guilt, consumers had the highest degree of anticipatory guilt when they bought gifts for themselves under periodical purchase. However, consumers had the lowest degree of anticipatory guilt if they bought self-gifts under achievements or depression. Besides, if self-gift giving behavior was highly product-oriented, consumers would have financial consumer guilt. Moreover, if self-gift giving behavior was lowly product-oriented, consumers would have no consumer guilt. Finally, this study concerned the functional/hedonic products moderating the relation between self-gift giving and consumer guilt. For those who bought themselves functional gifts, no matter this self-gift giving behavior belonged to highly or lowly product-oriented, consumers would have financial consumer guilt. For those who bought themselves hedonic gifts, if this self-gift giving behavior was highly product-oriented, consumers would have financial consumer guilt; however, if this self-gift giving behavior was lowly product-oriented, consumers would have no consumer guilt.

本研究探討當消費者的自我形象與產品形象符合一致性時，對真實和虛擬產品之購買意願的影響。在消費者自我形象方面，分為真實我形象與理想我形象，在「依滿足消費者需求之產品分類」(Woods, 1960) 為調節作用下，即將產品分為真實產品與虛擬產品，再各細分為「功能型產品」(Utilitarian Product)、「享樂型產品」(Hedonic Product) 與「象徵型產品」(Symbolic Product)，用以衡量真實我形象一致性和理想我形象一致性對不同產品類別的購買意願會有何不同程度的影響。 本研究經由前測選出了各類型產品之代表性產品，對於一般的真實產品與網路上的虛擬產品，分別以牙刷和解毒靈丹代表功能型產品，KTV和虛擬電子情人代表享樂型產品，以及戒指和騎士團徽章代表象徵型產品。透過十五組項目之五點量表語義差異法，衡量消費者自我形象與產品形象，並以「考慮購買」、「購買意願」、「購買該產品是很重要的消費」和「擁有該產品是很重要的」四題來衡量對產品購買意願的強度。分為真實產品與虛擬產品二種問卷，分別發出228份與201份，透過迴歸分析，驗證自我形象一致性對產品購買意願之影響程度。 研究結果顯示：一、在功能型產品方面，不管是一般的真實產品或是網路上的虛擬產品，自我形象一致性對功能型產品的購買意願並無顯著影響。二、享樂型產品之購買意願受真實我形象一致性的影響較大。三、象徵型產品可分為角色定位和自我提昇兩大類，其產品購買意願將分別受到真實我一致性和理想我一致性因素的影響。四、當產品購買決策變成群體決策時，個體自我形象一致性的影響將受到限制。 整體而言，在產品形象定位上，應以目標客群的自我形象為參考依據，而非其人口變數。並依不同的產品類別，塑造不同的屬性，功能型產品應塑造產品功能屬性的品質形象，而享樂型與象徵型產品得依吻合消費者之自我形象來形塑成個性鮮明的產品形象，都將有助於企業對品牌與產品定位之效果。 / The purpose of this study is to discuss the effects of consumers' self-congruency on purchase intentions of real products versus virtual products in terms of functional, hedonic, and symbolic products as moderate effect. Self-image includes actual self and ideal self; as for the moderating effects of “psychological demand character” (Woods, 1960), this study divides both real and virtual products into utilitarian product, hedonic product, and symbolic product to measure the influences of actual-self image congruency and ideal-self image congruency on different product categories. After two pretests to find out the representative product for each category of real and virtual products, this study takes toothbrush and detoxification medicine for functional products; KTV and virtual e-lover for hedonic products; and ring and Knight insignia for symbolic products. Self-image and product-image are measured by the 15-item semantic differential scale. The magnitude of purchase intention is measured with four questions, “consider to buy”,“intend to buy”, “it’s an important consumption”, and “it’s important to ownTwo-hundred-twenty-eight paper-based questionnaires and 201 virtual questionnaires were collected and regressed to verify the effects of consumers' self-congruency on purchase intentions. There are some key findings. 1. For functional products, regardless of real or virtual products, the effect of consumers' self-congruency on purchase intentions is not significant. 2. Actual-self image congruency influences the purchase intention of hedonic product more. 3. Symbolic product can be classified into self-enhancing and role-positioning. These two product purchase intentions are respectively affected by actual-self image congruency and ideal-self image congruency. 4. When product purchasing decision becomes group decision, individual self-congruency will be constrained. To sum up, product image positioning should consider the target customers’ self-images, instead of demography data. Also, according to different product categories, product images should be shaped differently. Functional product should focus on quality image. Hedonic and symbolic products should adopt the images matching consumers’ self images. This will help form better brand and product positioning strategies.

本研究之目的是探討消費者自我認知年齡 (Cognitive Age) 與品牌年齡之一致性程度，對其品牌偏好的影響。為使研究結果具一般性之參考價值，本研究不以單一產品為研究標的，而是將產品依其所滿足之消費者需求的不同，區分為功能型產品 (Utilitarian Product)、享樂型產品 (Hedonic Product) 與象徵型產品 (Symbolic Product) 三類，以產品類型做為調節變數，了解在不同產品類型下，消費者自我認知年齡與品牌年齡之一致性，對其品牌偏好之關係會有何種程度之變化。 　　有鑑於國內並未有類似之研究探討，本研究分兩階段進行，先透過次級資料探討確定消費者認知年齡與品牌年齡之差距，對消費者在品牌偏好度上之可能關係，在次級資料之研究結果與研究方向一致時，正式進行第二階段的調查，驗證研究假說。 　　研究結果顯示消費者之認知年齡確實不同於真實年齡，兩者間呈現正向相關之特性，顯示真實年齡高者，其認知年齡也會較高。在研究主效果上，消費者真實年齡與品牌年齡之一致性，以及消費者認知年齡與品牌年齡之一致性，都與消費者之品牌偏好度呈現正向影響關係，但其中以認知年齡之影響較為明顯，支持認知年齡對真實年齡與品牌偏好間之關係具中介效果。結果發現，消費者認知年齡與品牌年齡之一致性對品牌偏好度之關係，在象徵型產品上最為強烈，其次是享樂型產品，功能型產品最弱。 　　整體而言，認知年齡較傳統行銷所使用之真實年齡更能反映消費者之自我概念與品牌偏好，特別是對象徵型與享樂型產品。因此，若能妥善將認知年齡與其他人口統計變數搭配使用，將有助於行銷者掌握消費特性，擬定契合之品牌策略。此外，本研究建議象徵型產品廠商在其品牌管理上尤應注重目標消費者之認知年齡，諸如品牌年齡定位與代言人的選擇，都應配合其目標消費族群之認知年齡。 / The purpose of this study is to discuss the congruency of consumer’s cognitive age and perceived brand age on brand preference. In order to maximize the contri-bution of the study, this study examines 3 product types, namely functional, hedonic, and symbolic rather than choosing a single product. By using product types as mod-erator, the study shows the effect of consumer’s cognitive age and perceived brand age on brand preference changes under different types of products. Because there’s no similar study in Taiwan before, the study uses secondary da-ta to explore the relationship between a consumer’s brand preference and cogni-tive-brand age gap (the disparity between the consumer’s cognitive age and brand age). A second stage of investigation was conducted to verify the research assump-tions once the secondary data study and the results were found to be consistent. According to the results, the gap between consumer’s cognitive age and actual age actually exists, and the two of them are positively related, implying that older people have higher cognitive age. On the main effect, although “the congruency of consumer’s actual age and brand age” and “the congruency of consumer’s cognitive age and brand age” both have a positive relationship with brand preference, the relationship between “the congruency of consumer’s actual age and brand age” and “brand preference” is stronger, indicating that cognitive age has a mediating effect on the relationship between actual age and brand preference. Furthermore, the relationship between “the congruency of consumer’s cognitive age and brand age” is much more salient for symbolic products than hedonic products, while functional product consumer choices are the least affected by this relationship. To sum up, cognitive age tells us more about consumer self-image and brand preference than the traditional marketing variable, actual age. This is especially true for symbolic and hedonic products. Therefore, if marketers could combine cognitive age with other demographic variables, they will learn more about consumers and draw up the most appropriate strategy for their brand. Furthermore, this study re-commends that firms marketing symbolic products should take into account con-sumers’ cognitive age, when determining brand age positioning. The selection of ad-vertising actors should also be aligned with the target consumer’s cognitive age.