不同大眾運輸供給地區旅運者之大眾運具使用行為分析

ANALYZING MASS TRANSIT TRAVEL BEHAVIOR IN AREAS WITH DIFFERENT MASS TRANSIT SUPPLY

本研究應用MOA理論比較大眾運輸供給較佳、較差地區旅運者之大眾運具使用行為，並探討影響大眾運具使用行為之因素。文中首先依據旅運者所在地區大眾運輸供給之良窳為分類，採動機－－機會－－能力理論探討二地區旅運者大眾運具使用行為之差異；其次，為探討「社經特性」、「運具屬性」、「意向」、「習慣」、「涉入」、「環境」等變數對大眾運具使用行為之影響效果，乃建構一項包含結構方程模式、間斷性選擇模式之整合模型。其實證分析結果顯示，大眾運輸供給較佳地區之旅運者，對於大眾運具的評價明顯較優；至於各變數影響大眾運具使用行為之效果方面，「意向」是影響最顯著之變數，因此，致力於可正向提升大眾運具「意向」之軟、硬體措施，將有助於提升大眾運具之市場占有率。

This study applies the MOA theory to compare the consumer behavior of mass transit users between residents in an area with good public transport service versus one with poor service, and to determine the influent factors on the consumer behavior in using mass transit. A questionnaire was developed and disseminated to a random sample of passengers. The sampled passengers were first categorized into groups by indices of mass transit service development/quality, and based on the theory of MOA, to reveal the different behaviors of mass transit usage in the two areas. Second, an integration of discrete choice model and structural equation module was then developed by LISREAL, to determine the impacts of social-economic variables, modal attributes, behavioral intentions, habit, and involvement on consumer behavior. Residents in the area with good mass transit services were found to have better opinions on mass transit. Behavioral intention was found to have the most significant impact in the two areas. According to the results, improving mass transit services would not only increase intention to use mass transit, but would also increase the market share of mass transit.