科技部專題研究計畫主持人
MOST 108-2410-H-025-018 -SSS
探討MaaS對於旅運行為的選擇偏好與模式發展
Investigating the introduction of MaaS on the choice preference and modeling development in travel behavior
科技部
Ministry of Science and Technology
國立臺中科技大學流通管理系(含碩士班)
Department Of Distribution Management, National Taichung University of Science and Technology
楊志文
Chih-Wen Yang
國立臺中科技大學流通管理系(含碩士班)
Department Of Distribution Management, National Taichung University of Science and Technology
楊志文
教授
04-22196764
cwyang@nutc.edu.tw
計畫執行期間起:2019-08-01
計畫執行期間迄:2020-10-31
2020-04-01
2020-04-30
18歲以上,居住於台北市與新北市之民眾
1
001,007
01
交通行動服務;套票方案;敘述性偏好;潛在區隔模式;使用族群
Mobility as a service;Mobility package;Stated preference;Latent class model;User groups
本研究主題在於探討交通行動服務(Mobility as a service, MaaS)對於旅運行為的影響。首先,藉由敘述性偏好法進行MaaS組合方案的選擇情境設計,並構建選擇模式以分析服務屬性間的權衡關係。其次,藉由選擇模式的潛在區隔分析,以描繪各區隔的社經與旅運輪廓,並比較各區隔在MaaS屬性的偏好差異。最後,透過組合方案的服務屬性測試,以探究旅運者的接受程度與敏感度分析。實證對象為雙北地區的旅運者,研究結果顯示第一族群為偏好MaaS公共運輸組合方案的旅運者,同時套票價格與公共運輸票價折扣,旅運者特性為年輕學生、具有月票1280使用經驗、與日常旅次數偏多,並以公共運輸為主要運具之族群。第二族群則為偏好私人運輸組合方案的旅運者,特別重視套票價格但並不偏好累積下期功能,且重視家庭共用功能與小孩接送需要,其族群特性為年長的工作族、月所得偏高、與私人運具使用者。透過策略分析得知特定族群對於家庭共用、共享單車、共享機車、優步、與共享汽車具有正向的願付價格,政策模擬結果顯示套票價格對於公共運輸組合方案的影響程度大於私人運輸組合方案,此結果可提供套票價格制定的參考依據。
This study aims to discuss the package of Mobility as a service (MaaS) on the influences of travel behavior. First, MaaS package was designed by stated preference method. Package choice models was constructed to explore the trade-off relationships between MaaS attributes. Then, the technique of latent class model was adopted into the package choice model. It can help to illustrate the sample profiles and preference differences among user groups. Finally, the policy simulation of service attributes was conducted to examine the travelers’ willingness and sensitivity analysis for MaaS packages. The travelers who travel within Great Taipei Metropolitan area will be the major research subject. The result shows that the first group prefers PT (public transportation)-based MaaS package, and focuses on the package price and discount of PT ticket. The major characteristics of this group are young student, users of 1280 monthly ticket, travelers with frequent trips, and PT users. The other group tends to choice private vehicle (PV)-based package, and greatly emphasizes on the package price and negative response for roll-over to next period service. This group particularly consider the importance of package attribute of family sharing and the user demand for child pickup. Older worker, travelers with higher income, and PV user is the composition of this group. The result of willingness-to-pay indicates that sharing services (family-sharing attribute, 3U modes, and Uber) separately attracts for specific use groups. The policy simulation reveals that the effect of package price on PT-based package is greater than PV-based package, and benefits for the pricing strategy of MaaS package.
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