小型車用路人對高速公路電子收費服務滿意度之研究

Abstract

高速公路電子收費系統(Ellectronic Toll Collection ; ETC)自95年開通以來，在各項行銷服務方案推廣下，ETC使用率及通行量均呈穩定成長趨勢。為瞭解用路人對於目前既有ETC服務之滿意程度，本研究希望透過構建用路人滿意度模式，探討哪些ETC服務屬性是為用路人所重視，及哪些用路人基本特徵對於ETC服務之滿意情況，並進一步探究其與認知層面與學習層面之相關性。 本研究以小型車ETC用路人為研究對象，透過Howard-Sheth法構建用路人滿意度分析模式，探討用路人基本特徵對於ETC滿意度之結果。研究結果顯示用路人年齡、教育程度及所得對於ETC滿意度具有顯著差異。

The ETC utilization of Freeway toll Plaza’s service in Taiwan and it’s traffic volume have increased stably since it’s introduction from 2006 to now. In order to understanding the satisfaction level of user, the reaserch will explore the ETC service attributes respected by user through establishing the consumer behavior model. Using this model the study will discover the effectiveness of user characterictics and the correlation between perceived level and satisfaction level. The conclusion of the study shows that the age, education level, and income of users have significant impacted the satisfaction level.