以聯合分析法探討乘客對國道客運路線營運型態之偏好行為

Abstract

以往國道客運業者在行駛一條路線時，理應起訖點固定、班次固定或是路線固定。然而，為了提高承載率及增加營收，業者會利用路線增設停靠多個交流道或是停靠站，並於固定班次上下多個交流道，進而產生多元化的路線營運型態。本研究之目的即在探討這樣的服務型態是否能滿足乘客偏好，以及有哪些因素會影響乘客的選擇行為。本研究利用聯合分析法探討在單一路線、三種路線營運型態下，乘客的偏好行為為何。本研究以台北-高雄及台北-岡山路線為設計情境，針對曾經有搭乘過國道客運的台北-高雄路線的乘客進行問卷面訪。研究結果顯示，「中途上下交流道」及「次站位直達」的情境下，乘客最重視的屬性為行車時間。但在「中途下車轉乘」情境下，最重視的屬性為是否需要下車轉乘，乘客願意支付較高金額以換取不用下車轉乘。此外，本研究亦針對不同情境進行偏好產品服務組合、影響偏好因素、各屬性之願付價格以及市場區隔分析。最後，本研究找出適合每區隔間的最佳產品服務組合，以提供相關的管理策略作為業者參考的依據，並提出後續研究建議。

Generally speaking, the intercity bus carriers should have a fixed origin and destination, fixed operating schedule, and definite path while operating a route. However, in order to increase passenger load factor and revenue, carriers would set up more stations nearby interchanges, and stop by as many interchange stops on schedule as possible. It means that the diversified operating types of routes have been created by carriers. The purpose of this research is to explore the passengers’ preference of different types of route services, and to analyze the antecedents of the passengers’ choice behavior. This study apply conjoint analysis to explore passengers’ preference behavior toward three operating types of intercity bus routes on single route. This study targeted on those passengers who have traveled, via an intercity bus, from Taipei to Kaohsiung or Taipei to Kangshan. The results show that, in the scenarios of “stop at the station nearby interchange within the route” and “directly to the secondary-stop”, the most important factor that passengers considered is journey time. Moreover, in the scenario of “transfer on route”, the most important factor that passengers considered is whether to transfer. The passengers have willingness to pay more for non-transfer. In addition, this study also discussed the preference of the combination of the service product, the factors of influenced preference, the willingness to pay of attributes and market segmentation in these three scenarios. Finally, this study demonstrates the suitable combination of the service product for each segmentation, and provides management strategies for intercity bus carriers. This study also proposes some suggestions for the future research.