- 學位論文
以模糊理論觀點評估農特產品包裝設計準則：價值共創的中介架構
The Theory of Fuzzy on The Evaluation of Design Standards for Agricultural Product and Gift Packaging：A Value Co-creation Intermediary Framework
摘要
農特產品市場的競爭激烈，隨著社會需求的變遷和消費者期望的提升，農特產品的包裝設計變得更加關鍵。現代消費者需要一套更具策略性的農特產品包裝設計準則，以提高其在市場上的競爭力。本研究以修正式德菲法(Delphi)與模糊層級分析法(FAHP)建構並以價值共創為中介架構確立研究的準則，並針對設計者、委託者、顧客以及公正專家進行分析研究，結果顯示五個構面排序依次為「功能價值」、「情感價值」、「知識價值」、「條件價值」、「社會價值」。設計者專家所呈現之結果與委託者專家、顧客、公正專家有明顯差異，因此更凸顯了價值共創在農特產品包裝設計中的重要性。建議設計者、委託者、顧客在參與農特產品包裝設計時依循此準則，同時委託者更應該將顧客的需求了解後與設計者充分溝通，才能發揮價值共創的價值。
並列摘要
The market for agricultural products is fiercely competitive, and with the change of social demand and the improvement of consumer expectations, the packaging design of agricultural products has become more critical. Modern consumers demand a more strategic set of guidelines for the design of specialty agricultural packaging to improve their competitiveness in the market. In this study, the research criteria were established based on the revised Delphi method and the fuzzy hierarchical analysis method (FAHP) and the value co-creation as the mediated framework, and the analysis and research were conducted on designers, clients, customers and impartial experts, and the results showed that the five facets were ranked as "functional value", "emotional value", "knowledge value", "conditional value" and "social value". The results presented by the designer experts are obviously different from those of the client's experts, customers, and impartial experts, so the importance of value co-creation in the packaging design of agricultural products is highlighted. It is recommended that designers, clients, and customers should follow this criterion when participating in the packaging design of agricultural products, and at the same time, the client should fully communicate with the designer after understanding the needs of customers, so as to give full play to the value of value co-creation.