廣播資訊接受度及移轉障礙對高速公路小汽車駕駛人路線移轉行為意向之影響

EFFECTS OF ACCEPTANCE OF RADIO TRAFFIC REPORTS AND SWITCHING BARRIERS ON FREEWAY DRIVERS’ ROUTE SWITCHING BEHAVIORAL INTENTIONS

過去探討即時交通資訊對駕駛人路線移轉行為意向的研究，較缺乏直接納入即時交通資訊接受度與路線移轉障礙等潛在變數。為釐清廣播資訊對高速公路小汽車駕駛人路線移轉行為意向的影響關係，本研究採兩階段研究方法，首先應用探索性因素分析萃取潛在變數，接著以結構方程模式確認潛在變數及其間因果關係。針對行駛於高速公路基隆至新竹間的小汽車駕駛人進行問卷調查，取得潛在認知與態度之有效樣本。模式分析結果顯示，駕駛人所認知的廣播資訊價值與使用態度，顯著且正向影響路線移轉行為意向，至於路線移轉障礙則會負向牽制改道意願，所提出模式假設經檢定後均成立。本研究並依據研究結果探討其政策意涵，建議後續駕駛者資訊系統之改善方向。

In the past, studies on drivers’ route switching behavior intentions did notdiscuss the effects of drivers’ acceptance of real-time traffic information andswitching barriers. We used a two-stage research methodology to explore theeffects of real-time traffic information on freeway drivers’ switching behaviorintentions. First, Exploratory Factor Analysis (EFA) method was applied toidentify measurable variables in order to extract key latent variables. Then weapplied Structural Equation Modeling (SEM) to confirm these variables thataffect drivers’ route switching intentions and to explore the causal effect betweenthem. A relationship model for explaining drivers’ switching behavior intentionswas established and verified.The questionnaire data used in this study were randomly collected fromdrivers traveling between Keelung and Hsinchu City in order to explore thedrivers’ acceptance of real-time traffic information, switching barriers, and theirroute switching intentions. The results of this study show that the relationshipbetween these variables and all the hypotheses we made have been confirmed.The main variables which significantly and positively affect drivers’ switchingbehavior intentions are the perceived value and usage attitude of real-timeinformation, while switching barriers negatively affect drivers’ switchingbehavior intentions. This study also provides traffic management suggestionsabout the content of real-time traffic information offered to drivers for trafficmanagement agencies.