雖然現今台灣設計產業蓬勃發展，但無可避免地它同時亦面對諸多嚴苛環境的挑戰。相較於其他產業，先前研究較少針對設計產業之環境不確定相關議題進行探討。基此，以 40 家台灣設計公司 (包含19 家工業設計類別公司與21 家視覺傳達設計類別公司) 為主要研究對象，本研究旨在探討台灣設計公司之環境不確定性、事業策略及設計績效之間的關聯性。經由文獻回顧，本研究先採用 Hoque (2004) 之七大環境不確定因素構面、Chang et al. (2002) 之四大事業策略構面及宋同正與游萬來 (2001) 所提之四大設計績效評估構面來形成主要研究架構。隨後，透過因素分析，本研究分別萃取出四個環境不確定因素構面 (技術、市場、顧客及競爭者)，四個事業策略因素構面 (品質形象/ 跟隨型、成本導向/ 跟隨型、商品創新/ 先進型及技術創新/ 先進型) 及三個設計績效評估因素構面 (設計適應、設計效率及設計創新)。首先針對設計公司所遭遇之環境不確定性現況，相較於工業設計類別公司，研究發現視覺傳達設計類別公司所遭遇之「技術」、「市場」與「顧客」不確定性較高。再者，相較於科技業，以傳統業與服務業為主要服務範疇之設計公司所遭遇之「技術」不確定性較高；然而，相較服務業，以傳統業為主要服務範疇之設計公司所遭遇之「市場」不確定性則較高。其次，針對環境不確定性、事業策略與設計績效之間的關聯性，研究發現「市場」與「競爭者」不確定性對設計績效之「設計適應」產生影響；其中，「競爭者」是主要影響變項。另外，「市場」與「競爭者」不確定性與「商品創新/ 先進型」事業策略對設計績效之「設計創新」會產生影響。此外，本研究再進一步將受測公司區分成：高度與低度環境不確定群，及高度與低度成本品質專注群兩類。相較於高度環境不確定群，研究發現低度環境不確定群在設計績效之「設計適應」評估構面上有較佳的表現；另外，相較於低度成本品質專注群，高度成本品質專注群在設計績效之「設計效率」評估構面上有較佳的表現。最後，冀望本研究發現成果可作為後續探討設計公司之環境-策略-績效相關性研究之有用參考依據。

Although the development of design industry is prosperous recently in Taiwan, it inevitably confronts relentless environmental challenges. In particular, the issue of the environmental uncertainty existed in the design industry is few explored in previous studies. Therefore, the major objective of this study is to examine the relationships between environmental uncertainty, business strategy, and design performance in Taiwanese design firms. The relationships were tested with data collected from 40 Taiwanese design firms that include 19 industrial design companies and 21 visual communication design companies. Based on literature review, this study proposes a research conceptual framework that links seven dimensions of environmental uncertainty proposed by Hoque (2004), three dimensions of business strategy offered by Chang et al. (2002), and four dimensions of design performance emphasized by Sung and You (2001). And, through factor analyses, this study extracted four dimensions of environmental uncertainty, such as technology, market, customer, and competitor, four dimensions of business strategy, such as quality image/follower, cost-oriented/ follower, product innovation/ preemption, and technical innovation/ preemption, and three dimensions of design performance, such as design adaptation, design efficiency, and design innovation.

First, as for environmental uncertainty encountered by the design firms, this study found that the degree of “technology”, “market”, and “customer” uncertainty encountered by the visual communication design firms is significantly higher than the industrial design firms. And, the study found that the degree of “technology” uncertainty encountered by the design firms whose most of the clients are in the traditional industry or the service industry is significantly higher than that the design firms whose most of the clients are in the high-tech industry. Secondly, as for the assocations between environmental uncertainty, business strategy, and design performance, the findings reveal that “market” and “competitor” of environmental uncertainty have significant effects on “design adaptation” under design performance, while “competitor” is the major predicator. Thirdly, the results show that “market” and “competitor” of environmental uncertainty and “product innovation/ preemption” of business strategy have significant effects on “design innovation” under design performance. Furthermore, this study also found that the design firms with low environmental uncertainty perform better than the design firms with high environmental uncertainty on “design adaptation” under design performance. Moreover, the design firms with high cost orientation perform better than the design firms with low cost orientation on “design efficiency” under design performance. Finally, it is hoped that the outcome of this study could be a useful reference for a design firms which encounters environmental uncertainty to set its business strategies for achieving better design performance.

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