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E99012
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017
應用電子票證探討票價優惠實施效果之動態分析研究
Appling Electronic Ticket to Discuss the Panel Effect of Discount Ticket of Public Transportation System
1.賴文泰
1.Wen-tai Lai
1.文藻外語學院國際企業管理系
1.Department of International Business Administration, Wenzao Ursuline College of Languages
001,002,003,004
1.文藻外語學院國際企業管理系
1.Department of International Business Administration, Wenzao Ursuline College of Languages
002
1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):2010-08-01
A.14 計畫執行期間(訖):2011-07-31
2010-11-012010-11-10 2010-12-162010-12-25
A.16 收到日期:2011-10-31
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機車通勤族

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93

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001,004
01
C.2 聯絡日期:2011-10-31
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1.文藻外語學院國際企業管理系
1.Department of International Business Administration, Wenzao Ursuline College of Languages
1
自計畫執行結束日期起2年後公開

C.7 資料公開日期:2013-08-01
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008
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001
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1.大眾運輸
2.意向
3.習慣
4.電子票證
1.Mass Transit
2.Intention
3.Habit
4.Electronic Ticket
 本研究首先應用MOA理論比較大眾運輸供給較佳、較差地區旅運者之運具使用行為,並探討影響運具選擇之行為因素。文中依據旅運者所在地區大眾運輸供給之 良窳為分類,探討二地區旅運者使用大眾運具、機車行為之差異。其次,採實地發放免費電子票證之方式,探討免費票價對大眾運具使用行為之影響效果。實證分析 結果顯示,大眾運輸供給較佳地區之旅運者對於大眾運具的評價明顯較優,大眾運輸供給較差地區之旅運者則對於機車的評價明顯較優;各變數影響大眾運具使用行 為之效果方面,「意向」是影響最顯著之變數,因此,致力於可正向提升大眾運具「意向」之軟、硬體措施,將有助於提升大眾運具之市場占有率。至於免費措施對 於轉移機車通勤族使用公車通勤之效果有限。

This study applies MOA theory to compare the consumer behavior between residents in an area with good public transport service versus one with poor service and, to determine the influent factors on the consumer behavior in mode choice. A questionnaire was developed and disseminated to a random sample of passengers. The sampled passengers were first categorized into groups by indices of mass transit service development/quality, to reveal the different behaviors of mass transit usage and motorcycle usage in the two areas. Second, free e-tickets of bus system were given to motorcycle riders, to compare the results of passenger interview before and after launching marketing strategy. Residents in the area with good mass transit services were found to have better opinions on mass transit, oppositely, residents in the area with worse mass transit services were found to have better opinions on motorcycle .Behavioral intention was found to have the most significant impact in the two areas. According to the results, improving mass transit services would not only increase intention to use mass transit, but would also increase the market share of mass transit. Additionally, free e-tickets was found to have not the significant impact on switching the motorcycle’s commuter to use mass transit.

D.16 完成檢誤日期:2011-11-16
D.17 預定釋出日期:2013-08-01
D.18 初次釋出日期:2013-08-01
D.19_1 最新版釋出日期:2013-08-01
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10.6141/TW-SRDA-E99012-1
http://efenci.srda.sinica.edu.tw/webview/index.jsp?object=http://efenci.srda.sinica.edu.tw:80/obj/fStudy/E99012
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