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E99007
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探討軌道運輸促銷方案對私人運具選擇行為的影響
The Effects of Railway Promotions on the Modal Choice Behaviors of Private Vehicle Users
1.郭奕妏
1.Yi-wen Kuo
1.樹德科技大學運籌管理系
1.Logistics Management, Shu-Te University
001,002,003,004
1.樹德科技大學運籌管理系
1.Logistics Management, Shu-Te University
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
2010-10-012010-12-31
A.16 收到日期:2011-09-19
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居住且行駛於台灣西部高速公路北區(基隆至新竹間)、中區(苗栗至雲林間)、南區(嘉義至屏東間)的小汽車駕駛人。

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969

969
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C.2 聯絡日期:2011-09-22
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1.樹德科技大學運籌管理系
1.Logistics Management, Shu-Te University
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C.7 資料公開日期:2013-08-01
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008
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1.臺灣高鐵
2.價格促銷方案
3.運具選擇
4.服務品質
5.離散選擇模式
1.Taiwan High Speed Rail (THSR)
2.Price Promotions
3.Modal Choice
4.Service Quality
5.Discrete Choice Models
從 大眾運輸行銷觀點來看,價格促銷策略對提高運量具顯著效果。本研究著重於分析高鐵實施五種不同價格促銷方式時,對小汽車駕駛人運具選擇行為的影響,同時瞭 解其對運具服務品質的看法。以敘述性偏好法設計五種高鐵價格促銷方案之情境,實證研究針對臺灣西部高速公路小汽車駕駛人進行問卷調查,共蒐集969份有效 樣本。利用多項及巢式羅吉特模式分別針對短、中與長程旅次資料進行選擇行為模式校估,結果顯示服務品質、旅行時間與費用等方案屬性、旅運與社經特性等變數 均會影響其選擇行為,「單人來回票折扣」與「兩人同行_合購優惠」效果最佳,「離峰折扣」效果則較差,建議高鐵可鎖定不同目標客戶實施促銷方案,透過票價 調降及增加購票通路,提高小汽車駕駛人轉搭高鐵意願。

This study discussed the implementation of price promotions by case study of Taiwan High Speed Rail (THSR), and realized freeway drivers’ viewpoints of service qualities and their modal choice behavior. The questionnaire survey was designed through stated preference approaches to collect car drivers’ modal choice behaviors under five price promotion scenarios. From this survey, we extracted significant latent variables that influence car drivers’ modal choice behavior on transport service qualities via factor analysis, and the choice behavioral model regarding modal choice and price promotions choice via discrete choice models were developed. The results showed that modal choice behavior are significant affected by transport service qualities. Variables of travel time and travel cost are also empirical verified in modal choice behavioral models. Other relevant travel and socio-economic characteristics are also play considerable influences on modal choice behaviors. Discount of round-trip and joint-purchase ticket are most effective marketing programs to attract car drivers to change their modal choice. Finally, some marketing implications which addressed based on analytical results may assist to promote the operation of THSR for enhancing its market share.

D.16 完成檢誤日期:2011-10-20
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-E99007-1
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