本研究在探討消費者對於傳統文化創新設計的評價與偏好，釐清影響消費者文化產品偏好評價之重要文化屬性與造形參數。研究以「應用台灣傳統文化元素為設計之公仔」為例，藉由二維尺度概念之Kano 品質模式的應用，探討消費者文化屬性評價與偏好度之間的不同品質關係。研究歸納出消費者對於傳統文化創新設計之評價因子，包括：文化性、趣味性與個性化等三個構面，且各因子構面對於偏好度評價具備了不同程度的影響力。同時，在Kano 品質分類的結果，說明各文化屬性項目與偏好度之間確實存在不同線性與非線性之Kano 品質分類之關係，藉由Kano 品質概念可釐清消費者對於文化產品設計之品質需求差異，提供文化創意設計定位、文化屬性項目權衡取捨之參考；最後，藉由數量化Ⅰ類分析，探討造形參數與消費者偏好之相關性，歸納出影響消費者文化商品設計偏好之重要文化屬性與造形參數，以為後續設計者之參考。

The purpose of the study is to explore the consumers’ preference and cognition for creativity design derived from traditional culture, and to identify the important cultural design features and form attributes. To identify the attractive and important attributes of cultural product design, Kano model is used to explore the relationships between quality performance and consumer preference from the case study of cultural figure designs. Firstly, factor analysis was used to explore the users’
perceptions of cultural figure designs, from which three main factors: cultural identification factor,delight factor and individualization factor were identified. Moreover, each factor has different effects
on consumer preference of cultural figure design. Then the Kano’s regression method was conducted.The 13 cultural attributes were categorized as different Kano’s classifications, including must-be
quality, one-dimensional 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 consumer preference of cultural figure designs. Based on the result of Kano categorization can help designers to better understand consumer
requirements, to identify the critical and high-return factors of consumer satisfaction, and to resolve the trade-off dilemma in multiple-criteria decision making. Finally, Quantitative theory type I was used to explore the relationship between consumer preference and form design attributes. The result indicates the critical cultural design feature and form attributes for figure designs, and it can provide useful insights for designing cultural figures for enhancing consumer satisfaction.