公共運輸多元整合行動服務（MaaS）願付價格之研究

Willingness to Pay for Mobility as a Service

由於雲端技術及共享經濟的興起，將行動裝置結合旅運需求之「公共運輸多元整合行動服務」(Mobility as a Service, MaaS)成為各國運輸部門發展方向。然而MaaS之配套方案及價格訂定仍處於摸索階段，因此本研究目的係以條件評估法結合量化模式分析MaaS潛在使用者之願付價格。透過條件評估法的開放雙界二元法詢價方式取得受訪者願付價格，續以Tobit模式及起始點偏誤模式校正。研究中以高雄生態交通示範的哈瑪星地區進行實證，結果顯示：產品認知、旅次經驗、社經背景等因素皆對願付價格有顯著影響。依據受訪地區最常使用運具前三名組成套裝方案，估計全數樣本之願付價格為954元；非學生族群樣本願付價格為981元；學生族群樣本為900元。研究成果可作為MaaS定價與服務規劃設計之參考。

In recent years, due to the rise of cloud computing and sharing economy, Mobility as a Service (MaaS) which combines the functions of mobile devices and needs of mobility has become one of the most important policies in transportation departments around the world. However, MaaS is a brand new concept. The way to decide the service package and price is still in the stage of development. This study aims to use the contingent valuation method (CVM) and Tobit model to estimate the willingness to pay (WTP) of Mobility as a Service. The study obtained the information from questionnaires by double-bounded dichotomous choice with open-ended followed up method and explored passenger's willingness to pay as well as its influence factors by Tobit model and starting point bias model. Hamasen District in Kaohsiung City, which was hosting Eco-Mobility Festival has been selected for case study. The findings of case study show that the influence factors of willingness to pay include perception of products, travel experience and social background. It is also shown from the estimation results of Tobit analysis that if the service package includes bus, MRT and pubic bike, which are the most popular transportations in Kaohsiung, the user's willingness to pay of MaaS is NT$ 954 in all samples with the confidence interval between NT$ 930 and NT$ 978. The willingness to pay in the same condition is NT$ 900 for the student group with the confidence interval between NT$ 873 and NT$ 928 while it is NT$ 981 for non-student group with the confidence interval NT$ 979 to NT$ 1,014. Research results could be considered as references for planning and design of MaaS package.