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dc.contributor.author葉文雅en_US
dc.contributor.authorYeh, Wen-Yaen_US
dc.contributor.author馮正民en_US
dc.contributor.author郭奕妏en_US
dc.contributor.authorFeng, Cheng-Minen_US
dc.contributor.authorKuo, Yi-Wenen_US
dc.date.accessioned2014-12-12T01:41:57Z-
dc.date.available2014-12-12T01:41:57Z-
dc.date.issued2009en_US
dc.identifier.urihttp://140.113.39.130/cdrfb3/record/nctu/#GT079736502en_US
dc.identifier.urihttp://hdl.handle.net/11536/45528-
dc.description.abstract摘要 台灣高鐵的營運雖直接衝擊國內航空、台鐵與國道客運等大眾運輸工具的運量,但 由於受國際金融海嘯與國內經濟環境不景氣的影響,高鐵營運載客量並未如預期,私人 運具小汽車仍一直保有相當大的市佔率。瞭解旅客城際運具選擇行為,以及思考如何提 高高鐵搭乘率,確實是目前高鐵營運上所需面臨的重要課題,因此,激發本研究動機。 從大眾運輸行銷的觀點來看,價格促銷策略對提高經營效益通常具顯著效果,因此,本 研究著重於分析高鐵實施五種不同價格促銷方式時,對小汽車駕駛人城際運具選擇行為 的影響。同時將瞭解小汽車駕駛人對高鐵相關服務品質的內在看法,並探究在高鐵採行 不同的價格促銷方式下,是否將影響小汽車駕駛人轉換選擇搭乘高鐵。 本研究應用顯示性與敘述性偏好法設計問卷,於高速公路休息區進行面訪調查,另 亦同時以網路問卷方式進行調查。以此瞭解受訪者過去選擇運具的經驗與態度,俾利進 一步以驗證性因素分析萃取重要質化因素作為選擇行為模式的重要解釋變數,並利用直 交設計組合各方案屬性的水準值,模擬不同高鐵價格促銷方案之情境,使用多項羅吉特 模式、巢式羅吉特模式與混合羅吉特模式,分別針對短、中與長程旅次的資料進行校估, 建構小汽車駕駛人之運具選擇行為模式。 依各模式研究結果顯示,除服務品質 (經濟性、可及便利性、舒適性與安全可靠性) 與方案屬性 (旅行時間、票價、使用期限與購票通路) 外,旅次目的、旅次頻率、同行 人數、停留天數、年齡、教育程度、所得、擁有小孩數、擁有小汽車數、開車年數與居 住地等,皆會影響運具選擇行為。不同旅次目的旅客偏好方案亦有所差異,返鄉與休閒 旅次多傾向「二人同行_合購優惠」與「八張組合優惠券」;訪友的旅客則偏好選擇「單 人票來回折扣」與「持高鐵卡優惠」;上班旅次的旅客較多選擇「持高鐵卡優惠」;醫療 旅次的旅客則多「維持小汽車」;商務洽公旅客對「單人票來回折扣」則具較高意願。 由巢式羅吉特模式結果顯示,對短程旅次而言,「單人來回票折扣」與「持有高鐵 卡優惠」為同巢;對中程而言,「二人同行_合購優惠」與「八張組合優惠券」為同巢; 對長程而言,「單人來回票折扣」、「離峰折扣」、「八張組合優惠券」與「持有高鐵卡優 惠」同巢。不同旅次長度的混合羅吉特模式中確實存在異質性,顯著的隨機變數則不同。 對短程而言,經濟性與安全可靠性分別具有異質性;對中程而言,購票通路具有異質性; 對長程而言,票價具有異質性。透過模式分析與檢定結果得知,混合羅吉特模式之概似 比指標優於多項羅吉特模式與巢式羅吉特模式,顯示混合羅吉特模式由於考慮個體間異 質性,解釋能力較佳。 本研究分析結果可供高鐵行銷營運之參酌,模擬的價格促銷方案中,以「二人同行 _合購優惠」與「單人票來回折扣」效果最佳,至於「離峰折扣」的效果則較差。建議 後續可鎖定不同的目標客戶實施不同的促銷方案,並透過行車時間與票價的服務方式調 整,以及增加購票通路的方便性,以提高小汽車駕駛人轉而搭乘高鐵的意願, 關鍵詞:運具選擇、服務品質、價格促銷方案、台灣高鐵、離散選擇模式zh_TW
dc.description.abstractAbstract From the point of view of public transit marketing, this study explored the effects of the promotions of high speed rail on car drivers’ modal choice behaviors and analyzed which promotion is their optimal selection. This study discussed the implementation of the intercity railway promotions by case study of Taiwan High Speed Rail (THSR), and realized freeway drivers’ viewpoints of service qualities and their modal choice behavior toward the price promotions of THSR. This study conducted a survey of which the questionnaire was designed through revealed preference and stated preference approaches to collect car drivers’ opinions toward THSR service and their modal choice behaviors under five price promotion scenarios. The survey target groups were constrained to freeway drivers in Taiwan. 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. In addition, the market share for each transport mode was analytically calculated from the direct and cross elasticity with respect to certain attributes. 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, such as trip purpose, usage frequency, elapsed time, fellow travelers, income, car-ownership, are also play considerable influences on modal choice behaviors. Discount of joint-purchase and round-trip ticket are most effective marketing programs to attract car drivers to change their modal choice. Mixed Logit models, which take individual heterogeneity into account, are highly improving in explaining modal choice behaviors. Finally, some marketing implications which addressed based on analytical results may assist to promote the operation of THSR for enhancing its market share. Key words: Modal choice, Service quality, Price Promotions, Taiwan High Speed Rail (THSR), Discrete Choice Modelsen_US
dc.language.isozh_TWen_US
dc.subject運具選擇zh_TW
dc.subject服務品質zh_TW
dc.subject價格促銷方案zh_TW
dc.subject台灣高鐵zh_TW
dc.subject離散選擇模式zh_TW
dc.subjectModal choiceen_US
dc.subjectService Qualityen_US
dc.subjectPrice Promotionsen_US
dc.subjectTaiwan High Speed Railen_US
dc.subjectDiscrete Choice Modelsen_US
dc.title高鐵價格促銷方案對小汽車駕駛人運具選擇行為之影響zh_TW
dc.titleThe effect of price promotions on modal choice behaviors of car drivers_ A case study of Taiwan High Speed Railen_US
dc.typeThesisen_US
dc.contributor.department運輸與物流管理學系zh_TW
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