現代的玩具越來越多元化，父母選購時皆精心挑選適合兒童的玩具，除了期待能藉由遊戲的過程促進兒童的知能發展，也希望玩具能讓兒童的童年增添一點趣味與想像力。許多玩具開發設計業者看準商機，設計出跨領域的玩具，並訴求可促進兒童多面向的思考，甚至具有啟發智力的遊戲設計。
　　近年來在跨學科領域中，STEAM教育理論愈來愈受到重視。因此本研究立基於STEAM理論，以文獻收集、內容分析法為主，問卷調查法為輔，分析市面上具有STEAM特質的玩具，並設定研究目標為（1）解析STEAM玩具設計的關鍵因素、（2）強化消費者購買STEAM玩具的滿意係數、（3）利用Kano二維品質模型，分析消費者對STEAM玩具之屬性分類、（4）探討不同的人口統計變項對於STEAM玩具的評量觀感、（5）不同人口統計變項對於STEAM玩具各領域的重視度、（6）提出STEAM玩具設計時的建議，以供未來玩具開發設計之參考。
　　本研究第一階段採用內容分析法，邀請3位具有20年以上的玩具設計經驗的玩具專家進行訪談，運用STEAM的五大精神，針對20樣STEAM玩具設計進行分析，共歸納出十二個STEAM玩具設計的關鍵因素：（1）跨領域、（2）動手做、（3）生活應用、（4）解決問題、（5）多感官學習、（6）有趣好玩、（7）親子共玩、（8）層遞性的遊戲關卡、（9）新科技元素、（10）邏輯思考、（11）收納功能、（12）豐富資訊的說明書。依照專家的觀點彙整出六點STEAM玩具設計的建議：（1）主題性、（2）玩具包裝、（3）玩法的擴展性、（4）色彩搭配、（5）造型美感、（6）材質安全，藉以提供設計師在未來玩具設計時做參考。
　　第二階段的研究中，以問卷調查方式，由314位家中有3-15歲兒童的消費者為調查對象，其中男性有129位（41%），女性有185位（59%），調查研究消費者對於STEAM玩具設計因子的態度及觀點。本研究使用統計軟體SPSS 20.0版進行統計分析，以描述性統計、卡方檢定、單因子變異係數分析等統計方法進行問卷分析後，本研究結果發現：
1.經由顧客滿意係數分析，STEAM玩具的設計因子中，「可被清洗的玩具」及「有趣好玩的玩具」會強烈影響消費者的滿意程度，也是消費者考量選擇玩具的重要指標，因此是設計師應優先改善的項目，藉以產生最大市場效益。
2.STEAM玩具設計因子在Kano二維品質模型上會有不同的品質要素歸類。屬於「魅力品質」有20項、「一維品質」有8項、「無差異品質」有1項。以STEAM玩具品質構面進行二維品質歸類，則「安全構面」屬於一維品質，「造型結構構面」、「學習功能構面」及「遊戲形式構面」屬於魅力品質。
3.不同的人口統計變項對於Kano二維品質模型歸類有顯著影響。女性受測者對於STEAM玩具的設計包含「造型美感」及「得宜的色彩」的重視度會大於男性受測者；北部地區的家長認為STEAM玩具「具備食品安全」是理所當然的要素，因此相較於其他地區來的高；平均玩具消費在100元以上的家長，對於玩具「符合兒童年齡及身心發展」的重視度較平均消費在100元以下的家長高；母親對於玩具包含「無性別區分、包容性」的滿意度相較於父親高。
4.不同的人口統計變項對於STEAM玩具各領域的重視度有顯著影響。不同的人口統計變項對於STEAM各領域玩具重視度也會有所不同，例如：平均月收入「40,001-60,000元」的家長購買「科學性」玩具顯著大於平均月收入「20,000元以下」的家長。因此可推論平均月收入「40,001-60,000元」的消費者對於購買「科學性」領域的玩具較重視；而買給兒童的玩具價錢在「500-1,000元」區間的家長購買「藝術性」玩具顯著大於買給兒童的玩具價錢在「100元以下」的家長。因此可推論買給兒童的玩具價錢「500-1,000元」的消費者對於購買「藝術性」領域的玩具較重視。
　　本研究從中發現，「有趣好玩」的玩具，不僅是STEAM玩具設計的關鍵因素，更是消費者考量的標準，因此是玩具中不可或缺的因素之一。
　　根據以上結果，本研究歸納得出的STEAM玩具設計關鍵因素及消費者購買STEAM的考量標準，藉以提供未來在教育學習的教師、玩具設計師、玩具開發廠商、以及STEAM玩具相關研究作參考。

Nowadays, there is a huge variety of toys available in the market. When parents carefully pick suitable toys for their children, what they have in mind is to find toys that can not only enrich children’s childhood with fun and imagination but also help with their cognitive development through playing those toys. Many toy manufacturers have seen this trend as a business opportunity and designed cross-field toys, featuring designs that can facilitate children’s multidimensional thinking and even improve their intelligence.
　　In recent years, gradually more and more attention has been paid to the theory of STEAM education in interdisciplinary fields. Thus, based on the STEAM theory, through literature review and content analyses, this study analyzed the toys with STEAM features available in the market, aiming at the following researching goals: (1) to analyze the key factors of STEAM toy design, (2) to improve the satisfaction coefficient of consumers of STEAM toys, (3) to analyze consumers’ classification of STEAM toys using Kano two-dimensional quality model, (4) to explore how consumers of different demographic backgrounds see and feel about STEAM toys, (5) to explore the importance of each aspect of STEAM toys for consumers of different demographic backgrounds, and (6) to offer suggestions regarding STEAM toy design as a reference for future toy development and design.
　　During the first stage of this study, the content analysis method was adopted. 3 toy experts with over 20 years of toy design experiences were interviewed. Based on the 5 major elements of STEAM, the designs of 20 STEAM toys were analyzed and a total of 12 key factors of STEAM toy design were obtained, which are: (1) involving multi-fields, (2) DIY, (3) daily life application, (4) solving problem, (5) multi-sensory learning, (6) fun, (7) parent-child interaction, (8) gradual game levels, (9) new technology element, (10) logic thinking, (11) storage function, and (12) menu with rich information. According to the experts’ viewpoints, 6 aspects were summarized for designers to consider in the future when designing toys: (1) theme, (2) packaging, (3) extensibility of ways to play, (4) color combination, (5) appearance design, and (6) material safety.
　　In the second stage, a questionnaire survey was conducted, with the subjects being 314 consumers with a child in the family aged 3 to 15. Among them, 129 were male (41%) and 185 were female (59%). The survey aimed to explore consumers’ attitudes toward and viewpoints on the STEAM toy design factors. Statistical methods including descriptive statistics, Chi-square test, and ANOVA were performed using SPSS 20.0, which is a statistical software package. And the research findings are summarized below:
1.The customer satisfaction coefficient analysis result showed that among the STEAM toy design factors, “washability” and “fun” would both significantly influence consumers’ satisfaction and were important factors that consumers would consider when choosing toys. Designers should first make improvements related to these factors to maximize the market effectiveness.
2.The STEAM toy design factors were classified as different quality elements under the KANO two-dimensional quality model. 20 of the factors were classified as “attractive quality”, 8 as “one-dimensional quality”, and 1 as “indifferent quality”. And the STEAM toy quality constructs were also classified using the two-dimensional quality model. The “safety” construct was classified as “one-dimensional quality”, and the “design structure”, “learning function”, and “game form” constructs as “attractive quality”.
3.The influences of demographic variables on the classification of the Kano two-dimensional quality model were significant. Female subjects cared about “appearance design” and “color combination” more than male ones. Parents from the north area took “food safety” of STEAM toys for granted and attached more importance to it than those from other areas. Parents who averagely spent more than NT$100 paid more attention to “age appropriateness and physical and psychological development” than those who spent less than NT$100. Mothers were more satisfied with toys featuring “no gender difference and inclusiveness” than fathers.
4.The influences of demographic variables on the importance attached to the fields of STEAM toys were also significant. Subjects of different demographic backgrounds attach different importance to different fields of STEAM toys. For example, parents with monthly income of “NT$40,001~NT$60,000” were more likely to buy “science” toys than those with monthly income of “under NT$20,000”. It can be inferred that consumers with average monthly income of “NT$40,001~NT$60,000” placed more importance on purchasing “science” toys. Compared to parents who would spend “less than NT$100” on toys, those who would spend “NT$500~NT$1,000” were more likely to buy “art” toys for their children. It can be inferred that consumers who would spend “NT$500~NT$1,000” on toys placed more importance on purchasing “art” toys.
　　According to the finding of this study, the “fun” factor of toys was not only the key factor for STEAM toy design, but also one of the factors consumers would take into consideration when deciding which toy to buy. Therefore, it was one of the essential factors of toys.
　　Based on the results above, this study summed up the key factors of STEAM toy design and the factors consumers would take into consideration when deciding which toy to buy, as future references for teachers in the field of education, toy designers, toy developers, and researchers doing STEAM toy related studies.