Research On Contemporary Toy Design For Children

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.