計程車共乘行為意向的影響因素之研究

Influential Factors on Passengers’Behavior Intention for Taxisharing Services

計程車共乘為紓緩交通擁擠及停車問題的重要選項之一，不僅可以減少等候時間及降低車資支出，支援大眾運輸系統運能之不足，亦可增加乘客的選擇，減少自用小客車旅次。為了評估計程車共乘之行為意向，本研究先以計劃行為理論（Theory of Planned Behavior, TPB）為基礎，確立態度、主觀規範及知覺行為控制等三個構念，另透過國內外文獻回顧，增加安全、費率與時間三個影響因素，然後進行研究架構的設計。 本研究以劍潭捷運站至文化大學之計乘車共乘路線的現行及潛在使用者為對象，進行問卷調查，並利用結構方程模式（Structural Equation Modeling, SEM）檢驗構面關係的假設。結果發現，主觀規範、知覺行為控制、時間及費率四個構面對於行為意向具有顯著的影響，顯示在各項配套措施完善的條件下，乘客會更願意使用計程車共乘服務。在另一方面，安全因素之影響並不顯著，表示乘客對於該條路線之計乘車共乘服務並未有安全之顧慮，因此推論其現有之安全措施適當，值得做為其他地點設置計程車共乘服務的重要參考。

Taxi sharing is an efficient measure to mitigate traffic congestion and parking problems. It can increase the total number of trips using the current para-transit systems and hence reduce the number of trips by private vehicles. This research adopts the well-known theory of planned behavior (TPB) to identify three important constructs, i.e., attitude, subjective norm and perception that affect travelers’ intention on taxisharing services. In addition, by way of literature review, three more constructs, i.e., safety, rate, and travel time are also identified. With these six influential factors on behavior intention, structural equation modeling (SEM) technique was adopted for analysis. To collect real data, a questionnaire survey was conducted with the current and potential passengers using the existing taxisharing services between Jiantan Metro Station and Chinese Culture University. With this real data, six hypotheses were constructed and examined. The results indicate that the four factors, i.e., subject norm, perceived behavior control, time as well as rate, do have significant influences on consumer behavior intention for taxi sharing services. Therefore more taxisharing services at other places are encouraged if the four other influential factors can be well treated. On the contrary the safety doesn’t have significant effect on passengers’ behavior intentions, implying that the taxisharing passengers have no concern about crime.