现代儿童玩具设计研究
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摘要
本文以儿童玩具消费者为研究对象,使用决策实验室法(DEMATEL)发现影响消费者购买决策的因素,探讨这些因素的重要性以及因素间的关联性;以此为基础,提出了儿童玩具设计的几点对策。
首先,经由文献查阅和调查问卷的方式,广泛收集影响消费者购买决策的多种可能因素。其次,结合用户调查和设计心理学等文献理论,筛选而得出11项重要的购买决策的影响因素。然后,使用DEMATEL方法,通过调查问卷的方式,进行因素间相关关系的调查,并使用DEMATEL方法进行运算分析,结果发现【价格】,【性价比】,【吸引目光】为最重要的三个购买决策影响因素,而【质量】为主要影响因素,【吸引目光】为主要的被影响因素。最后,基于使用DEMATEL方法获得的研究结论,提出了儿童玩具设计的几点对策。
本文的研究有助于儿童玩具的设计师把握影响消费者购买决策的主要因素及其关系,从而以合适的设计思路、有针对性地设计儿童玩具。同时,也检验了DEMATEL在研究影响消费者购买决策因素上的适用性。
In this paper, Decision Making Trial and Evaluation Laboratory (DEMATEL) is used to find the key factors and their relationship impacting the decision-making of children’s parents as consumers when they purchase toys for their children. Furthermore, several design strategies are put forth for designing toys for children.
First of all, many possible influencing factors are collected by methods of Questionnaire and document indexing and so on. Then 11 key factors are selected by consumer investigation and according to related theory of Cognitive Psychology. Furthermore, the DEMATEL method is used in another consumer investigation process to identify the relationship between each factor pair and it is found that Price, Cost-effective and Attraction are the most important factors while Quality is the main influencing factor and Attraction is primarily factor. Finally, several toy design strategies are put forth based on the results of DEMATEL.
The research in this paper is helpful for toy designers to understand the main factors and their interrelations influencing the consumers’decision-making and to design the toys for children more efficiently by correct targeting. At the same time, it proved that DEMATEL is applicable in analyzing the factors which influence the consumers’purchase decision-making.
首先,经由文献查阅和调查问卷的方式,广泛收集影响消费者购买决策的多种可能因素。其次,结合用户调查和设计心理学等文献理论,筛选而得出11项重要的购买决策的影响因素。然后,使用DEMATEL方法,通过调查问卷的方式,进行因素间相关关系的调查,并使用DEMATEL方法进行运算分析,结果发现【价格】,【性价比】,【吸引目光】为最重要的三个购买决策影响因素,而【质量】为主要影响因素,【吸引目光】为主要的被影响因素。最后,基于使用DEMATEL方法获得的研究结论,提出了儿童玩具设计的几点对策。
本文的研究有助于儿童玩具的设计师把握影响消费者购买决策的主要因素及其关系,从而以合适的设计思路、有针对性地设计儿童玩具。同时,也检验了DEMATEL在研究影响消费者购买决策因素上的适用性。
In this paper, Decision Making Trial and Evaluation Laboratory (DEMATEL) is used to find the key factors and their relationship impacting the decision-making of children’s parents as consumers when they purchase toys for their children. Furthermore, several design strategies are put forth for designing toys for children.
First of all, many possible influencing factors are collected by methods of Questionnaire and document indexing and so on. Then 11 key factors are selected by consumer investigation and according to related theory of Cognitive Psychology. Furthermore, the DEMATEL method is used in another consumer investigation process to identify the relationship between each factor pair and it is found that Price, Cost-effective and Attraction are the most important factors while Quality is the main influencing factor and Attraction is primarily factor. Finally, several toy design strategies are put forth based on the results of DEMATEL.
The research in this paper is helpful for toy designers to understand the main factors and their interrelations influencing the consumers’decision-making and to design the toys for children more efficiently by correct targeting. At the same time, it proved that DEMATEL is applicable in analyzing the factors which influence the consumers’purchase decision-making.
引文
[1]钱玲娟.玩具伴随孩子健康成长—0-6岁婴幼儿系列玩具指导.北京:人民卫生出版社,2004.4-5
[2]梁小民.西方经济学.高等教育出版社,2000
[3]中国商报:智能玩具正在流行[J] 2004.4.23
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[5]李小幼.玩具安全与快速检测.北京:化学工业出版社,2006
[8]凌继尧徐恒醇.艺术设计学[M] .上海:上海人民出版社, 2006.9
[9]孙莉.玩具的色彩.天津轻工业学院学报[J],1996年第1期
[10]徐凌志.现代布绒玩具设计[M]南京:南京出版社2003.1
[11]杨正.工业产品造型设计[M].武汉:武汉大学出版社, 2003.9
[12]李彬彬.设计心理学.北京:中国轻工业出版社,2001
[13]原田昭.感性工学研究策略.清华国际设计管理论坛专家文集,2002
[14]长町三生.感性工学:一种新的人机学顾客定位的产品开发技术.国际人机工程周刊,1995
[15]李喜桥.创新思维与工程训练[M].北京:北京航天航空大学出版社,2005.8
[16] Lin Chi-Jen and Wu Wei-Wen.“A fuzzy extension of the DEMATEL method for group decision making”第一届作业研究学会学术研讨会议论文集.台北科技大学,台湾(2004)
[17] Donald A.Norman.情感化设计.北京:电子工业出版社,2006
[2]梁小民.西方经济学.高等教育出版社,2000
[3]中国商报:智能玩具正在流行[J] 2004.4.23
[4].梁梅.玩具设计师.北京:中国劳动社会保障出版社,2006
[5]李小幼.玩具安全与快速检测.北京:化学工业出版社,2006
[8]凌继尧徐恒醇.艺术设计学[M] .上海:上海人民出版社, 2006.9
[9]孙莉.玩具的色彩.天津轻工业学院学报[J],1996年第1期
[10]徐凌志.现代布绒玩具设计[M]南京:南京出版社2003.1
[11]杨正.工业产品造型设计[M].武汉:武汉大学出版社, 2003.9
[12]李彬彬.设计心理学.北京:中国轻工业出版社,2001
[13]原田昭.感性工学研究策略.清华国际设计管理论坛专家文集,2002
[14]长町三生.感性工学:一种新的人机学顾客定位的产品开发技术.国际人机工程周刊,1995
[15]李喜桥.创新思维与工程训练[M].北京:北京航天航空大学出版社,2005.8
[16] Lin Chi-Jen and Wu Wei-Wen.“A fuzzy extension of the DEMATEL method for group decision making”第一届作业研究学会学术研讨会议论文集.台北科技大学,台湾(2004)
[17] Donald A.Norman.情感化设计.北京:电子工业出版社,2006