本研究以全國高中職創意公仔設計競賽作品為樣本，初選階段共750件作品參賽，本研究選擇經過第一階段專業評審評選過後的80件入圍作品為研究樣本範圍，使用紮根理論分析公仔設計作品的設計理念與圖像樣本，搭配Nvivo 8質性輔助軟體建構高中職創意公仔設計之構成。研究結果歸納出以下幾點：（1）新世代台南文化公仔設計之構成因素、（2）新世代台南文化公仔設計之偏好表現手法、（3）新世代台南文化特色創意表現方式、（4）新世代台南文化公仔設計模式，藉由年輕族群的作品分析，提供未來文化代言公仔發展方向。

This study selected 80 out of 750 finalists from design contest works of Tainan cultural creative action figures among national senior high schools as samples, Design concepts and the pictures of the works were used as data to be analyzed by Grounded Theory, which was coupled with NVivo 8 Quantitative analysis software for the relationships between the design works. The findings were summarized as follows. (1) the comprising factors of Tainan cultural action figure design by new generations; (2) preferred skills of rendition of the design of said figures; (3) skills of creation presentation of new generations; and (4) models of design of Tainan cultural action figures by new generations. These provide an understanding of the cultural elements that appeal to the new generations and the traits of their preferred designing, which is hoped to serve as reference for future designing of cultural action figures.