標題: 以習慣觀點探討旅運者運具選擇行為之研究
Exploring The Travellers' Mode Choice Behavior In Terms Of Their Habits
作者: 蕭傑諭
Hsiao, Chieh-Yu
張新立
Chang Hsin-Li
運輸與物流管理學系
關鍵字: 運具選擇;習慣;選擇集合;Mode Choice;Habit;Choice Set
公開日期: 1995
摘要: 傳統上對於旅運者運具選擇行為之研究,多假設旅運者之決策合乎理性行 為,然而一般旅運者之實際行為並不一定如此,習慣領域理論即認為人類 決策會囿於固有習慣,故運具選擇行為可能是一種習慣性之決策行為。是 以本研究結合心理學、習慣領域理論與模糊理論,由習慣觀點探討旅運者 之運具選擇行為。 本研究提出旅運者運具選擇習慣性之分析架構與衡量方法,並將衡量所得 之習慣量應用於個體選擇模式。習慣性之衡量,乃利用市場區隔與模糊綜 合評判法,界定出不同族群旅運者之習慣性,並以貼近度概念檢視市場區 隔之效果;個體模式應用方面,主要將習慣量用以界定旅運者之選擇集 合,且嘗試將習慣量視為共生解釋變數,用以校估多項羅吉特模式,並加 以評比其績效。 分析架構與方法確立後,本研究以臺北都會區之通勤人口為對象進行實證 研究,結果顯示所擬之架構確實可運作,且得到各類旅運者習慣形成因素 之權重及各類旅運者之習慣性,並可知「所得」為最佳之市場區隔基礎。 應用方面則證實對選擇集合之處理,可使得模式界定之選擇集合較符合旅 運者真實之選擇集合;而將多項羅吉特模式加入習慣量解釋變數,確實能 大幅提昇模式之解釋能力。 Most of the studies assumed that the travellers make their modechoice decision rationally. However, the Habitual Domain Theoryargues that people's decision might be restricted by their habits.This study is undertaken to develop a framework to analyze andmeasure the habits of travellers' mode choice behavior by applyingthe theory of Fuzzy Sets, Habitual Domain, and Psychology. The habit for choosing any specific mode is formulated byseveral variables such as patronage, satisfaction, and so on. AnEmpirical study was constructed for the commuters in TaipeiMetropolitan. The results show that measuring the habit of modechoice is operational and proper market segmentation is helpfulto identify the habits for different groups. "Income" is foundto be the most significant factor to influence the habit of modechoice.The habits for different modes could be measured and applied todefine the choice set for each decision maker. Applying thehabit criteria to generate the travellers' choice set is alsoproved to improve the explanatory abilities for discrete modechoice models.
URI: http://140.113.39.130/cdrfb3/record/nctu/#NT840118024
http://hdl.handle.net/11536/60103
Appears in Collections:Thesis