Application of DEMATEL and ANP in Fruit Bag in Service Design

Causal relationship and importance of evaluation factors for purchasing decisions were investigated by taking the kiwifruit bag design as the research object and by using the decision-making laboratory analysis method (DEMATEL). It was found that the three most important evaluation factors before purchasing kiwifruit bags are "beauty" as the influencing factor, "operability" and "durability" as the main factors. Purchasing decisions of Kiwifruit bags are influenced by the three factors. Therefore, it is recommended to use the DEMATEL method to investigate possible factors for marketing products. The modeling process quantitatively evaluates simple interacting factors compared to complex factors, and the result is used to determine future directions of product designs.