| Summary: | 碩士 === 國立臺灣科技大學 === 設計研究所 === 98 === Toy product is an interesting product type whose design initiation is based upon play, fun and interests. More interesting situation is that the purchaser (e.g., parents and other adults) and user (child) is different. Toy product design needs to meet both purchaser and user’s requests, not only purchasers usually do not know the users’ needs and favorite, but also users could not express their opinions clearly. This causes the communication block between purchaser, user, and product itself. Mexico has a population of 107 million, and 35 million children were under 12 ages and parents dote on their children too much. Mexico has 2 billion US dollar toy market size which is the second large market in the South America and is the door to enter the North America market. This study analyzes the culture cognitive discrepancy between Taiwan and Mexico regarding their habitual behavior in order to design ride-on products that can meet the requirements of the local market.
The first stage of this study summarized current situations by using questions, infor-mation gathering, and cognitive discrepancy from the market and the consumers. The sec-ond stage was proceeded by a pilot study to compare culture cognitive discrepancy be-tween these two markets. The 3rd stage of this study integrated both the first and the second study stages and referred to related literature to create three cross-culture ride-on products for the experimental purpose. This study adopted a mixed factorial design, i.e., a two (Tai-wan and Mexico) by three (3 ride-on products) design. The results generated from this study revealed that: (1) Ride-on product design needs to have not only the difference on the appearance, but also should be equipped with interesting design topics or features; (2) The evaluation criteria should consider racial characteristics; (3) The designed should pro-vide the user with more than they want; (4) Living style and environment will decide the playing location and style; (5) Product quality and features should be maintained; (6) Pub-lic security is important. The design of ride-on toys needs to consider both indoor and other usage conditions, not just the general environment; (7) Price is a primary factor in Mexico market; (8) Mexico survey candidates show preference on model style which is the same as Taiwanese.
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