應用涉入理論於運具選擇行為之研究

APPLICATION OF INVOLVEMENT THEORY ON MODE CHOICE BEHAVIOR

在大眾運輸硬體建設曠日費時且建設經費龐大之囿限下，藉由低成本的行銷策略提升大眾運具占有率，已漸受重視且有成功案例。然大眾運具票價優惠、資訊提供等行銷措施可否有效提升大眾運具運量？在過去研究有不同的看法。基於上述背景，本研究引入行銷學中廣被應用的涉入理論，將旅運者依大眾運具涉入程度的高低予以分類，並應用TPB 行為變數採結構方程式建構模型，模型實證分析結果顯示，不同涉入程度旅運者之運具選擇行為具有差異性。而為具體分析此異質性所引發之效果，進一步採顯示性偏好資料建構運具選擇模型，藉以進行彈性分析與不同票價情境之敏感度分析，模擬結果顯示，票價優惠對提升大眾運具運量之效果，大眾運具高涉入族群明顯高於低涉入族群。

Since the construction of public transportation infrastructure is time consumingand expensive, the use of low cost marketing strategies to raise the marketshare of public transportation is gradually being emphasized, and there aresome successful cases. However, in past studies, findings concerning whether themarketing method of pricing discount or travel information provision was an effectiveway to increase public transportation ridership were not consistent. Thisstudy tried to introduce the involvement theory, applied widely in the field ofmarketing, segmented the travelers according to their involvement in publictransportation, and used the theory of planned behavior (TPB) to construct thebehavior model. The model results indicated that the travelers’ mode choice behaviorsvaried by their involvement level. In order to analyze the effect of heterogeneityfurther, this study built a discrete choice model based on travelers’revealed preference data and performed price elasticity analysis. The resultsshowed that the effects of pricing discount on increasing public transportationridership to travelers with higher level of involvement are significantly greaterthan those travelers with lower level of involvement.