機車使用者涉入程度與運具選擇過程影響因素之關聯性研究－以台北市為例

Abstract

過去交通主管機關並未正視機車於道路行駛上之定位問題，且具有許多似是而非的刻版觀念：如機車為一落伍、過渡性之運具，日後終將隨著國民所得的提高、自小客車持有率的提升而減少，終至消滅。所以我國早期對機車的管理方向，乃是放任其成長而未加以限制。因此儘管目前台北市大眾運輸系統之使用率已逐漸攀升，但機車使用者所佔之比例仍不在少數。是以本研究乃針對機車使用者在運具選擇過程時其涉入程度之衡量方式進行探討，並分析不同涉入程度之機車使用者在運具選擇過程時其影響因素之差異性，以求能在機車管理方向上找尋一套可切入的施力點，提供交通主管當局作為參考。 本研究參考過去涉入量表之設計方式，以「產品刺激因素與重要性」、「產品表徵性」與「情境因素」等三個構面，發展為旅運者運具選擇過程之涉入量表，並據此量表來衡量機車使用者之涉入程度高低。其次藉由系統分析及文獻中關於運具選擇之行為與特性，並援用消費者行為理論中之EKB模式，來發展旅運者運具選擇過程之決策模式。而後藉由敘述統計、適合度檢定、因素分析與獨立性檢定等方法，來驗證機車使用者涉入程度之高低與其在運具選擇過程時相關影響因素間之關聯性。 本研究以台北市作為實證地區，蒐集到台北市機車使用者之使用特性等資料，藉此分析台北市機車使用者之使用者特性、機車使用狀況與面臨壓力而放棄使用機車之可能性。研究結果顯示，不同之機車使用者在運具選擇過程中確實存有不同之涉入程度，而此一涉入程度之高低也會與其外顯之相關表徵及選擇後之使用情形有所關聯。惟由於不同涉入程度之機車使用者其差異多側重在心理的壓力層面，至於其外在表徵則未有明顯之差異，因此交通主管機關若欲減少機車之使用與增加大眾運輸之利用率，除一方面得透過行銷手法，宣傳關於大眾運輸之優勢外；另一方面也要以政策限制機車之便利性，增加其劣勢。在如此多方配合的複合管制措施之下，才有可能有效且確實地減少民眾對機車的仰賴，從而改善交通狀況。

The conceptualization and measurement of involvement has been an important issue in advertising and marketing research, but it hasn’t been discussed in transportation research. This study is undertaken to establish the measurement for the involvement of motorcycle usage decision, and to explore the relationship between the involvement and its affecting variables of the motorcycle usage decision. The main purpose of this study is to find some points for the management strategies of motorcycles, and to give some useful suggestions to the relevant authorities. This study has established the involvement inventory for the motorcycle usage decision by three dimensions. They are perceived importance and stimulus of the product, perceived sign value, and situation. By using this inventory, we can measure the degree of motorcyclist’s involvement in motorcycle usage decision-making. Besides the theory of involvement, EKB model is also applied to analyze the behavior and characteristics of the motorcyclists. A survey through face-to-face interviews was conducted to collect the required data for empirical study. Some statistical techniques such as goodness of fit, factor analysis, and chi-square test are used in this study. The main findings of the empirical analysis show that the degree of involvement for the motorcycle usage decision among different motorcyclists are not the same. There indeed has some relationship between the involvement and the affecting variables of the motorcycle usage decision. The results of this study provide a set of valuable information to help the authorities to establish related strategies for the motorcycle usage and management.