Browsing by Author "Chung, Yi-Shih"

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AIRPORT PASSENGER SHOPPING MODELING AND SIMULATION: TARGETING DISTANCE IMPACTS
(2019-01-01)
Chen, Yimeng
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Wu, Cheng-Lung
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Pong Lung, Lau
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Nga Yung Agnes Tang
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Ngai Ki Ma
The ever-increasing importance of airport retail has encouraged both industry and academics to look into ways to increase airport retail revenue. Despite the growing interests in this topic, there is a lack of passenger shopping behavioral model. This paper aims to fill this gap and enhance our understanding of how the location of the shop affects passenger decision. This paper first investigates the possible passenger shopping behavioral model through an exploratory Eye-tracking exercise. Data was collected to calibrate and validate the behavioral model through the use of an Agent-Based Simulation Model. Shop locations were shown to have a significant impact on the passenger's choice and overall retail revenue. The result shows that our proposed passenger shopping behavioral model can be suitably applied in our study context. Our model can assist airport retail planner in testing different scenarios to improve airport retail revenue cost-effectively.
Analyzing heterogeneous accident data from the perspective of accident occurrence
(2008-01-01)
Wong, Jinn-Tsai
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Chung, Yi-Shih
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運輸與物流管理系註：原交通所+運管所
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Department of Transportation and Logistics Management
Clustering and classification approaches have been commonly applied in reducing the heterogeneity in accident data. As part of an effort to understand the features of the heterogeneity, this study assessed accident data from the perspective of accident occurrences. Using the rule-based classification method, rough set theory, rules were derived which consisted of indispensable factors to certain accident outcomes and reflected the process of accident occurrences. The occurring frequency of each derived rule was then adopted as the basis for grouping accidents for further analyses. Empirical results showed that rules with high occurring frequencies were largely related to drivers with high-risk characteristics. On the other hand, road facilities played a key role in rules with low-occurring frequencies. The distinctive features indicated the essential differences between the frequently repeated and the sparsely unique processes of accident occurrences. This suggests that the heterogeneity of accident data is not limited to one single factor, such as age, gender or area. Thus, the proposed approach, which takes the process of accident occurrences into consideration, can be a potential alternative to more comprehensively analyze the heterogeneity in accident data. (C) 2007 Elsevier Ltd. All rights reserved.
Beyond general behavioral theories: Structural discrepancy in young motorcyclist's risky driving behavior and its policy implications
(2012-11-01)
Chung, Yi-Shih
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Wong, Jinn-Tsai
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運輸與物流管理系註：原交通所+運管所
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Department of Transportation and Logistics Management
While many studies examine the mean score differences of psychological determinants between heterogeneous driver groups, this study reveals a structural discrepancy in a causal behavioral framework. Using young motorcyclists (ages 18-28) as subjects, this study investigates the various roles of key influential factors in determining risky driving behavior. Multi-group analysis of structural equation modeling shows that age and gender are two factors that can effectively distinguish heterogeneous driver groups exhibiting different decision-making mechanisms in shaping their risky driving behaviors. When encountering undesirable traffic conditions, road rage can immediately increase male motorcyclists' intentions to engage in risky driving behaviors; on the other hand, young female motorcyclists further calculate their perceived risk to determine whether to engage in risky driving behaviors. This result shows that there is a significant link between risk perception and traffic condition awareness for experienced drivers (ages 25-28), but not for younger drivers (ages 18-24). This finding shows that while well-developed theories such as planned behavior and risk homeostasis provide general frameworks to explain risky driving behavior, heterogeneous driver groups may exhibit structural discrepancies that reflect their various decision-making mechanisms. This suggests that, in addition to mean differences, understanding structural discrepancies among heterogeneous groups could help researchers identify effective intervention strategies. (C) 2011 Elsevier Ltd. All rights reserved.
Brand relationship between global airline alliances and their member airlines
(2016-08)
Chung, Yi-Shih
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Feng, Cheng-Min
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運輸與物流管理系註：原交通所+運管所
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Department of Transportation and Logistics Management
Brands and branding are crucial to global airline alliances in establishing competitive superiority. Although most previous studies have focused on the operational and strategic advantages of alliances, this study investigates the brand relationship between global airline alliances and their member airlines. The equity effect of alliance and member brands on passenger purchasing is also examined. A conceptual model is proposed in which member airlines dominating local markets are assumed to directly influence alliance brands, whereas brands that are unfamiliar to passengers are assumed to influence passenger brand attitude toward an alliance through a halo construct. A stratified sampling survey was conducted at Taiwan Taoyuan International Airport to collect empirical data for evaluating the proposed model. Overall, 450 respondents were included: 137 from EVA Air (Star Alliance), 138 from China Airlines (SkyTeam), and 175 from Cathay Pacific (Oneworld). Through structural equation modeling, this study showed that passengers had dissimilar perceptions about member airlines in an alliance, implying that the global airline alliance brand has not been completely integrated with its member brands. The alliance and airline brands were mutually endorsed; however, their effects on passenger purchasing were unequal. Although enhancing passenger perceived equity of individual airlines considerably changed the purchasing of airline and alliance products, improving passenger brand attitude toward an alliance substantially affected the purchasing of alliance products but not airline products. In addition, passenger purchasing behaviors among the three global airline alliances were dissimilar. Finally, according to the results, managerial implications for alliances and airlines are provided. (C) 2016 Elsevier Ltd. All rights reserved.
Burnout in seafarers: its antecedents and effects on incidents at sea
(2017-01-01)
Chung, Yi-Shih
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Lee, Paul Tae-Woo
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Lee, Jeong-Kwan
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運輸與物流管理系註：原交通所+運管所
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Department of Transportation and Logistics Management
Seafarer health and well-being has long been a concern in the shipping industry because of the unique characteristics of working at sea. This paper aims to identify the role of burnout in seafarer health and well-being and its effect on safety. In particular, we differentiated seafarer burnout into personal and work-related burnout to reflect the ambiguous distinction between rest and work in seafarers' job environment. We also investigate the effectiveness of emotion regulation for seafarers to reduce burnout. This study proposes a conceptual framework to identify the causal relationship between occupational stress, sleepiness, emotion regulation, burnout, and incidents at sea. To verify the proposed framework, scales were adapted from established scales in the literature; a cross-sectional survey was also conducted to collect empirical data for analysis with path and simultaneous equation models. The analysis results revealed that personal and work-related burnout in seafarers are mutually affected; however, only work-related burnout exerts a direct effect on incidents. Reappraisal is an effective emotion regulation strategy in seafarers to reduce personal burnout, but not work-related burnout. Occupational stress and sleepiness exert positive effects on both personal and work-related burnout; yet, their effect on incidents is mediated by work-related burnout.
Cargo market competition among Asia Pacific\'s major airports
(2016-09)
Wong, Jinn-Tsai
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Chung, Yi-Shih
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Hsu, Pi-Yuan
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運輸與物流管理系註：原交通所+運管所
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Department of Transportation and Logistics Management
Globalization and the ensuing changes in the supply chain network have strengthened competition among airports. For this study, we selected 13 primary airports in Asia Pacific, and investigated their competition, airport hierarchy, and competitive potential in cargo markets in terms of demand and supply. Specifically, we examined indicators including flight frequency, route distributions, composition of flag carriers, international trade, and centrality of the selected airports. The results revealed that Taiwan Taoyuan International Airport (TPE), Hong Kong International Airport (HKG), Shanghai Pudong International Airport (PVG), and Incheon International Airport (ICN) had the greatest competitive advantage of distinct developmental patterns. Compared with TPE and ICN, which are national-carrier oriented airports, HKG and PVG have been developed efficiently in the network of both national and foreign carriers. Although TPE and ICN perform well in the networks of conventional carriers, PVG is competitive in the network of all-freight carriers, and HKG performs efficiently in both the networks of the conventional and all-freight carriers. Overall, Hong Kong International Airport has been prominent in the Asia Pacific air-cargo market. Nevertheless, considering the networks of the integrator carriers, Chinese airports have the most potential in this region. (C) 2016 Elsevier Ltd. All rights reserved.
Comparison of Methodology Approach to Identify Causal Factors of Accident Severity
(2008)
Wong, Jinn-Tsai
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Chung, Yi-Shih
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運輸與物流管理系註：原交通所+運管所
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Department of Transportation and Logistics Management
Identifying the factors that significantly affect accident severity has become one of the many ways to reduce it. While many accident database studies have reported associations between factors and severities, few of them could assert causality, primarily because of uncontrolled confounding effects. This research is an attempt to resolve the issue by comparing the difference between what happened and what would have happened in different circumstances. Data on accidents were analyzed first with rough set theory to determine whether they included complete information about the circumstances of their occurrence by an accident database. The derived circumstances were then compared with each other. For those remaining accidents without sufficient information, logistic regression models were employed to investigate possible associations. Adopting the 2005 Taiwan single-auto-vehicle accident data set, the empirical study showed that an accident could be fatal mainly because of a combination of unfavorable factors instead of a single unfavorable factor. Moreover, the accidents related to rules with high support and those with low support showed distinct features.
Determinants behind young motorcyclists' risky riding behavior
(2010-01-01)
Wong, Jinn-Tsai
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Chung, Yi-Shih
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Huang, Shih-Hsuan
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運輸與物流管理系註：原交通所+運管所
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Department of Transportation and Logistics Management
Young motorcyclists have traditionally been considered a high-risk population. Given the critical influence of riders' behaviors on traffic safety, identifying what riders think can help clarify the nature of accidents. Although psychological studies have explored the relationships among personality traits, attitudes and risky driving behavior, the primary difference this study makes from past studies is incorporating both positive and negative effects in a refined causal framework. This study adopts structural equation modeling to analyze data collected from 683 young motorcyclists aged between 18 and 28. The results conclude three primary personality traits of young motorcyclists, namely sensation seeking, amiability and impatience. While amiable riders represent a group of relatively mature and safe riders, the sensation-seeking riders are extremely self-confident, comfortable with unsafe riding and interested in the utility gained from it. Meanwhile, the sensation-seeking ones also are highly aware of traffic conditions, which may lower the chances of getting into an accident, but the accident could be extremely severe if it ever occurs. Impatient riders, having low riding confidence and traffic awareness deficiency, also seek utility from certain risky riding behaviors. However, their fear of an accident leads them to fail to observe surrounding traffic conditions. The result indicates various mental compromise mechanisms for young motorcyclists in conducting riding behaviors. Thus, corresponding countermeasures, including licensure system and ITS roadway development, should consider the heterogeneous characteristics of young riders. (C) 2009 Elsevier Ltd. All rights reserved.
Developing effective professional bus driver health programs: An investigation of self-rated health
(2011-11-01)
Chung, Yi-Shih
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Wong, Jinn-Tsai
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運輸與物流管理系註：原交通所+運管所
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Department of Transportation and Logistics Management
The health of professional bus drivers is a critical factor in their driving performance; any impairment may lead to undesired consequences. In an attempt to develop and prioritize health and wellness programs, this study investigates the factors significantly affecting the health conditions of professional bus drivers, as well as the strength of these factors. This study uses self-rated health as the examination measurement. This simple assessment is an inclusive measure of health status for judging health trajectory, and is highly associated with changes in functional ability, including perceived control over driving. This study evaluates driver responses of self-rated health with ordered response models that consider factors such as the driver reported health problems, physical and psychological conditions, demographic factors, driving experience, and working environment. Analysis of a sample of 785 drivers shows that age, body mass index, depression, daily working hours, perceived company safety culture, and health problems are the factors significantly affecting self-rated health. Depression has the greatest effect among all factors except health problems. Unlike the linear relationships for the other factors, the relationships between depression levels and perceived health are S-shaped. The results of ordered response models suggest that these influential factors have distinct effects on the self-rated health of individual drivers and on the different levels of self-rated health. (C) 2011 Elsevier Ltd. All rights reserved.
Effect of Burnout on Accident Involvement in Occupational Drivers
(2013)
Chung, Yi-Shih
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Wu, Hui-Ling
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經營管理研究所
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Institute of Business and Management
Managing the health and wellness of occupational drivers requires the recognition of burnout as an occupational hazard. However, the literature is dominated by studies of stress rather than burnout. The manner in which burnout may affect accident involvement is investigated in occupational drivers. The proposed causal structure is based on the stressor strain model, in which burnout mediates between occupational stress and accident involvement. The study recruited 915 public transport drivers. The Copenhagen Burnout Inventory and an effort reward imbalance scale were adopted to measure burnout and occupational stress, respectively. Results of the analysis indicated that burnout exerted a direct effect on accident involvement beyond the effect of occupational stress. Enhancing the perception of a safety culture does not significantly reduce the effect of occupational stress on burnout; however, it does significantly reduce the effect of burnout on accident involvement and thus indirectly alleviates the effect of occupational stress on accident involvement. In summary, as a comprehensive measure of the adverse effect of various types of chronic stressors, burnout provides a strong indicator for the identification of drivers who pose a risk to the organization and to road safety. Burnout management should be incorporated into overall stress management. Occupational drivers normally experience a low level of empowerment and long work hours; thus, a safety culture is crucial to this occupational category to reduce burnout and ensure workplace safety.
Exploring the Impact of Introducing Scheduled Flights on Aviation Markets Experience from Opening of China-Taiwan Nonstop Flights
(2011)
Chung, Yi-Shih
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Wong, Jinn-Tsai
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運輸與物流管理系註：原交通所+運管所
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Department of Transportation and Logistics Management
The commencement of regular nonstop flights between mainland China and Taiwan in December 2008 was expected to increase the flow of traffic across the Taiwan Strait. Travelers would no longer have to stop to change aircraft; the flight between mainland China and Taiwan would be quicker, cheaper, and more convenient. Hong Kong and Macau, formerly the gateways connecting Taiwan to China, would now compete with point-to-point nonstop flights available to cross-strait travelers. The aim of this study was to examine the evolving supply and demand associated with the aviation market between China and Taiwan and to focus on the changes resulting from the introduction of scheduled nonstop flights. Data covering a 15-month period were collected and analyzed by using multi-level models. The results show that despite rapid growth in the nonstop cross-strait air travel market, growth rates are still restricted by limitations set by the Chinese and Taiwanese governments, particularly those routes connecting Taiwan with first-tier Chinese cities. For this reason, some travelers are forced to make a detour through Hong Kong or Macau on their way to China. However, city pairs connecting Taiwan with second- or third-tier Chinese cities have not performed as well as expected, and some markets have even demonstrated a negative trend over time, indicating a shrinking market. The market for cross-strait air travel exhibits clear heterogeneous characteristics in city pairs, which should be considered as governments take the next steps in opening up the market.
Farther and safer: An illusion engendered by incapability?
(2018-04-01)
Chung, Yi-Shih
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Chang, Chi-Yen
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運輸與物流管理系註：原交通所+運管所
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Department of Transportation and Logistics Management
Previous studies have observed that pedestrians tend to select gaps of farther distances between vehicles when crossing roads; however, the causes were unclear. Such gaps may create dangerous illusions because a farther distance for a given pedestrian crossing time implies that a vehicle is actually traveling faster. This study aimed to identify the causes of this farther-and-safer illusion, especially concerning elderly pedestrians. In particular, we examined behavioral changes after the burden of estimating the time to arrival (TTA) of an approaching vehicle has been removed through the provision of a countdown. Repeated measures collected for 82 subjects were examined using multilevel generalized linear models. The analysis results indicated that on average, the countdown effectively enhanced gap selection safety in both young (20-45 years) and elderly (60 years and older) subjects; however, its effect on reducing the illusion was heterogeneous between and within subjects. Most elderly subjects were sufferers of the farther-and-safer illusion even when their HA estimation burden had been removed, implying that a decline in physical ability is not the primary cause of the illusion. Although the gap selection behaviors of young subjects were relatively modifiable, the behavioral changes sometimes led to a worse consequence, suggesting an incapability of properly using the countdown information. This study suggests that simply telling elderly pedestrians to recognize their age related function changes is insufficient for improving their safety; other countermeasures are also required. (C) 2018 Elsevier Ltd. All rights reserved.
Hedonic and utilitarian shopping values in airport shopping behavior
(2015-10-01)
Chung, Yi-Shih
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運輸與物流管理系註：原交通所+運管所
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Department of Transportation and Logistics Management
This study aims to examine airport travelers\' shopping decision mechanisms based on a value-attitude-behavior framework. In particular, the proposed model investigates the complex relationships between pairs of shopping values (hedonic versus utilitarian), attitudes (cognitive versus affective), and behavior (repatronage intention versus retailer interest) to compare the relative importance between hedonicand utilitarian-oriented decision paths. A survey was administered at Taiwan Taoyuan International Airport, where 300 valid questionnaires were collected. Using structural equation modeling, this study finds that the direct effects of shopping values on shopping behavior are stronger than their indirect effects through attitudes. Compared with utilitarian shopping values, hedonic shopping values exert a stronger effect on airport shopping behavior, implying that airport shopping involves more multisensory decisions than cognitive decisions. In addition, avoiding negative feelings (e.g. regret) appears to be a stronger antecedent of airport shopping behavior than pursuing positive feelings (e.g. excitement). Marketing strategies of airport retailing are discussed. (C) 2015 Elsevier Ltd. All rights reserved.
Multilevel modeling of gap-selection behaviors: Effects of vehicle arrival time and personal walking time projection abilities in mixed traffic conditions
(2019-01-01)
Chung, Yi-Shih
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交大名義發表
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National Chiao Tung University
Previous studies have attributed the relatively high risk of elderly pedestrians to their declining abilities, particularly the ability to estimate their own walking time and time to -arrival of oncoming vehicles. However, how these two abilities affect street-crossing safety in mixed traffic conditions remains unclear. This study conducted a simulation study using filmed real-life traffic to investigate this issue. Repeated measures of gap-selection decision and safety outcomes among 82 adults (42 elderly participants aged 60 years or older and 40 aged between 20 and 45 years) were collected. Two sets of scenarios were developed: one car-one lane simple-flow tasks and multiple vehicle-one lane complex flow tasks. The analysis results demonstrated that in simple-and complex-flow tasks these two abilities are both critical to gap-selection safety; however, pedestrians' reliance on walking-time projection is more consistent than is their reliance on TTA projection when making gap-selection decisions. Although young pedestrians are safer on average than elderly pedestrians, how they respond to oncoming vehicles is similar; in particular, both young and elderly pedestrians tend to select longer gaps even when oncoming vehicles are moving quickly. The responses of the elderly pedestrians were relatively varied and skewed toward being unsafe, and thus their on-average gap-selection performance was inferior to that of the young pedestrians. The benefit of offering countdowns to oncoming vehicle arrivals, as a means of enhancing gap-selection safety, is appropriate when traffic flow is simple but relatively less so in complex-flow scenarios, indicating the importance of considering information overload in countermeasure design. (C) 2018 Elsevier Ltd. All rights reserved.
Rough set approach for accident chains exploration
(2007-05-01)
Wong, Jinn-Tsai
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Chung, Yi-Shih
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運輸與物流管理系註：原交通所+運管所
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Department of Transportation and Logistics Management
This paper presents a novel non-parametric methodology - rough set theory - for accident occurrence exploration. The rough set theory allows researchers to analyze accidents in multiple dimensions and to model accident occurrence as factor chains. Factor chains are composed of driver characteristics, trip characteristics, driver behavior and environment factors that imply typical accident occurrence. A real-world database (2003 Taiwan single auto-vehicle accidents) is used as an example to demonstrate the proposed approach. The results show that although most accident patterns are unique, some accident patterns are significant and worth noting. Student drivers who are young and less experienced exhibit a relatively high possibility of being involved in off-road accidents on roads with a speed limit between 51 and 79 km/h under normal driving circumstances. Notably, for bump-into-facility accidents, wet surface is a distinctive environmental factor. (C) 2006 Elsevier Ltd. All rights reserved.
Stress, strain, and health outcomes of occupational drivers: An application of the effort reward imbalance model. on Taiwanese public transport drivers
(2013-07-01)
Chung, Yi-Shih
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Wu, Hui-Ling
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經營管理研究所
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Institute of Business and Management
Stress is the primary cause of strain and health problems for occupational drivers whose jobs directly relate to public safety. Although several stress theories and scales have been proposed, the method of adequately measuring the stress of occupational drivers remains unclear. We investigated the reliability and validity of the effort-reward imbalance (ERI) model and the generic 23-item ERI scale and its association to strain and health problems in occupational drivers. A total of 927 Taiwanese public transport drivers were recruited. Parallel confirmatory factor analyses (CFAs) were applied to evaluate the validity of the ERI components. Their association with burnout levels, cardiovascular disease (CVD) symptoms, and self-rated health was examined using regression methods. The CFA results showed satisfactory psychometric properties of the ER! components. Physical demands, overtime, and stress-induced sleep problems were the primary stressors in occupational drivers. The regression results showed that an imbalance between effort and reward and overcommitment levels were strong and independent predictors of strain and health outcomes. We extend the application of the ERI model to measure the stress of Taiwanese public transport drivers; its correlation with strain and health outcomes shows that the ERI scale is a reliable tool for identifying strained or unhealthy drivers. (C) 2013 Elsevier Ltd. All rights reserved.
Structure Discrepancy of Riding Behavior of Heterogeneous Young Motorcyclists in Taiwan
(2010)
Wong, Jinn-Tsai
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Chung, Yi-Shih
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Hsiao, Li-Wen
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運輸與物流管理系註：原交通所+運管所
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Department of Transportation and Logistics Management
Although young motorcyclists are more likely to conduct risky driving behaviors and be involved in crashes, not all young motorcyclists are the same. Past studies have examined such heterogeneity by grouping drivers and then assessing differences between the subgroups solely on variables or constructs such as drivers' personality traits, attitudes, and risky behaviors. However, the discrepancy of causal structure relationships between personality traits and risky driving behavior in different subgroups needs to be explored further. This study thus proposes a multigroup analysis based on structural equation modeling to investigate the structural discrepancy that may exist in distinct groups. On the basis of cluster analysis of personality traits, this work identifies four types of young motorcyclists in Taiwan. Findings show that significant difference on a single construct could result in significantly different causal structures. Sensation seeking, compared with other personality traits, has the highest effect on risky riding behavior for all clusters; nevertheless, sensation seeking causes risky riding behavior following various causal paths in distinct clusters: in the risky cluster, riding confidence and perceived utility mediate between sensation seeking and risky behavior; and in the aggressive cluster, sensation seeking directly connects to risky behavior. This research also finds discrepancies in other personality traits between clusters and discusses intervention strategies corresponding to the different features of causal relationships in each cluster.
Transportation research trends in environmental issues: a literature review of methodology and key subjects
(2016-01-01)
Lee, Paul Tae-Woo
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Chung, Yi-Shih
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Lam, Jasmine Siu Lee
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運輸與物流管理系註：原交通所+運管所
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Department of Transportation and Logistics Management
Environmental issues have been a popular topic in various academic research areas including transportation. The aim of this paper is to identify major environmental research topics and research methods in the transportation field and thereby explore possible global research agenda. This paper selected a total of 1,291 papers from 51 journals based on keywords including both transport and environment. The literature survey shows that the number of environmental issue papers published in transportation journals has been growing significantly since 2007. Greenhouse gas emission is among the hottest topic in our literature survey. Little environmental research was conducted regarding maritime transport, as compared to passenger, land and aviation sectors. In terms of popular methodologies adopted to tackle environmental issues in the transportation journals, the top three methods are emission analysis, survey and simulation. There is plenty of room in conducting future transportation research in environmental topics, particularly in the maritime field.
Tri-reference-point hypothesis development for airport ground access behaviors
(1970-01-01)
Chung, Yi-Shih
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Tu, Szu-Yu
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運輸與物流管理系註：原交通所+運管所
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Department of Transportation and Logistics Management
Studies have applied single-reference-point or safety margin hypotheses to examine how advanced traveler information affects travel behaviors. However, these theories may fail to fully capture the trade-offs among origin departure time, airport access time, and terminal processing time in terms of airport ground access behaviors. In this study, we developed a tri-reference-point hypothesis and assumed that the rate of change of utility may change at the air passenger's preferred (PAT), earliest acceptable (EAT), and latest acceptable (LAT) airport arrival times. With an empirical data set collected from 304 passengers at Taipei Songshan Airport, the study examined the tri-reference-point hypothesis by analyzing airport ground access mode choice behaviors with a pooled framework that combined revealed and stated preferences. Moreover, the study developed four alternative specifications for schedule delay variables, assuming that air passengers used different reference points to determine relative gains and losses of the expected airport arrival time. The specifications included selecting both EAT and LAT as the zero-utility points (an indifference-band specification) and either one of PAT, EAT, and LAT as the single zero-utility point. Regardless of which specification was employed for schedule delay variables, the tri-reference-point hypothesis was generally supported. In particular, a significant difference of the rate of change of utility around PAT, EAT, and LAT was identified in the analysis results. When managing increasing road travel times and increasingly congested terminals, air passengers were more willing to retime their origin departure time to an earlier time than to switch their ground access mode. The implications of the analysis results for airport ground access management are discussed in the study.
Willingness-to-pay for a bus fare reform: A contingent valuation approach with multiple bound dichotomous choices
(2017-01)
Chung, Yi-Shih
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Chiou, Yu-Chiun
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運輸與物流管理系註：原交通所+運管所
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Department of Transportation and Logistics Management
The aims of this study are twofold: to measure travelers\' willingness to pay (WTP) for bus travel under various travel distance for performing a bus fare reform, and to evaluate the reliability and validity of contingent valuation approach of dichotomous choice with multiple follow-up questions (DCm). To achieve so, this study designs triple-bound dichotomous choice contingent valuation scenarios, and employs multilevel interval regression to capture possible endogeneity within individuals. The estimated models using data with all three bounds, with the first two bounds, and with any specific single bound mostly gave consistent parameter significances and effect directions. However, the WTP estimated using the single third bound model demonstrated a different pattern from the other models, suggesting possible weariness effects. The analysis results also revealed yea-saying and free-riding effects, implying that respondents tended to say yes if their first two responses were yeses, and say no if their first two responses were noes. The yea-sayers had high income and low frequency in using public transit. On the other hand, the free riders significantly less supported the bus fare reform. Under well control of bound and path effects, WTP estimated by the proposed models was consistent with the WTP estimated with actual mode choice data, implying an anchor effect of current stage-based bus fares on travelers\' WTP for future distance-based bus fare scheme. This study suggests that researchers who use DCm to evaluate WTP should investigate internally inconsistent responses caused by psychological and technical factors; DCm provides robust WTP estimates if the survey has been carefully designed with potential bound and path effects well controlled. More importantly, those internally inconsistent responses also provide information that is useful to fare reform. (C) 2016 Elsevier Ltd. All rights reserved.