應用Kano品質模式探討文化產品設計之魅力因子

The Application of Kano Model on Exploring the Attractive Attributes of Cultural Product Design

面對全球化競爭的市場，設計師應從自身文化尋求原創本質，建立產品獨特的文化辨識，以提升產品價值與競爭力。為找出文化產品設計重要的魅力因子，本研究以博物館紀念品設計為例，應用Kano品質模式之「雙向問卷」與「回歸分析」方法，探討產品文化屬性之品質評價與消費者滿意度之間的相關性。本研究歸納出文化產品設計評價之因子，包括：文化記號性、文化創新性與情感性，發現各設計因子對於滿意度評價具備了不同程度的影響力。根據Kano品質分類的結果，說明了各文化屬性項目與滿意度之間確實存在不同的Kano品質分類之關係：魅力的、一元的、必要的、無差異品質。同時，各個因子與滿意度之間也存在不同的Kano品質關係。最後，針對兩種品質分類方法之判定結果進行探討與比較，辨識出影響消費者對文化產品設計滿意度之重要魅力因子，以釐清消費者對於文化產品設計之品質需求，提供文化產品設計定位，文化屬性項目權衡取捨之重要性排序，有效地提升消費者滿意度。

Under the trends of market globalization and product equivalence, it is important for designers to develop the unique design features and cultural identification by mining from their own culture and tradition for product value and competence enhancement. To identify the attractive and important attributes of cultural product design, Kano model is used to explore the relationships between quality performance and customer satisfaction from the case study of souvenir design. Firstly, factor analysis was used to explore the users' perceptions of cultural designs, from which three main factors: cultural identification factor, cultural innovation factor and emotion factor were identified. Moreover, each factor has different effects on customer satisfaction of cultural product design. Then both Kano questionnaire and the Kano's regression method were conducted. The 15 cultural attributes were categorized as different Kano's classifications, including must-be quality, one-dimensional quality, attractive quality and indifferent quality. Furthermore, three factors could also be classified into different Kano's classifications. This implies that there exist linear and non-linear relationships between cultural attributes performance and satisfaction of souvenir designs. Finally, through comparisons of the classification results of these two methods, important and attractive cultural attributes were identified. Accordingly, designers can better understand customer requirements and determine the priority/importance of attributes to guide ideal product conception for maximum customer satisfaction.