計程車費率實施差別定價之研究

Abstract

現行計程車運輸業之運價基本上屬於單一費率制，無法反映不同服務品質業者之成本差異。近年來政府已採取若干措施期以鼓勵業者提昇服務品質與競爭力，且實施差別費率根據若干文獻之調查有相當高的可接受性本研究以敘述性偏好法探討計程車乘客之選擇行為特性，並構建其選擇模式，據以分析實施各種不同差別費率方案對乘客與業者之影響，進而深入探討各種方案之利弊與可行性以供參考。 本研究首先對國內外相關文獻作一完整的回顧與評析，並分析計程車市場之營運現況與不同車種、營運方式之成本差異，據而研擬差別費率之初步方案。其次以二階段方式進行問卷調查與資料分析，利用敘述性偏好法設計問卷，並構建計程車乘客之選擇行為模式。最後，再應用所構建的模式預估不同特性之乘客在不同差別費率方案下，其選擇行為之變化情形，並分析對業者營收之影響，進而針對不同方案之利弊與可行性加以綜合評估。此外，並探討可行方案實施時必需考量之相關配合措施。 本研究以計程車乘客為調查對象，選擇方案有未分級之一般計程車、大型車、新車、優良駕駛車與評鑑優等車。研究結果顯示，影響乘客選擇之重要變數為車資、車資/所得、主要運具及旅次目的。當計程車實施差別費率之差距低於某一門檻值時，各種優級車之營運利潤會大於一般車。此外，可藉由空車率之管制亦可增加計程車業者之營運收入。本研究之結果可作為政府研擬計程車管理策略之參考。

Current taxi fare is basically a uniform pricing system, which cannot reflect the difference in operating costs of different service quality provided. In order to enhance service quality and competing capability of the taxi industry, the government has taken several actions, and differential pricing is being discussed. Although earlier studies indicated that differential pricing system is acceptable by many taxi riders and drivers, there is lack of detailed study regarding the possible effects that may occur on riders and the industry, once it is implemented. This study intends to explore the choice behavior of taxi riders, and to develop appropriate models to describe their characteristics. The models will then used to predict the effects of different differential pricing schemes on riders and on the industry. Based on the results of analysis, the feasibility of all alternatives are evaluated and compared. The study begins with literature review, and analysis of operational conditions and cost structure of taxi industry. A two-stage survey are then conducted to analyze the behavior and to develop the choice models of the taxi riders, using the stated preference method. Different alternatives of differential pricing scheme proposed in the study are evaluated using the models as prediction tool. The choice behavior of taxi riders is the object of this study, and the alternatives available are normal taxi, larger taxi, newer taxi, taxi with excellent drivers, and taxi with excellent brands etc. The study indicates that fare, fare/income, principal mode, and trip purpose are important factors affecting choice behavior. When the government implements differential pricing, various alternatives of excellent-taxi can increase their profit under the condition that the price difference does not exceed certain threshold value. It can also increase profit of taxi operator by regulating taxi quantity.