衛星派遣計程車之乘客選擇意向比較

Comparison of the Choice Intention for GPS-dispatched Taxi Consumers

本論文應用多變量分析中之結構方程模式及集群分析，比較民眾在不同都會環境搭乘計程車時，選擇衛星計程車之意向差異。調查包括臺北、臺中、高雄民眾搭乘計程車的特性，如搭乘頻率、搭乘要求、旅次目的、個人屬性等，之後以結構方程模式檢定舒適性、便利性、安全性、可靠性是否會影響民眾據以選搭或增加搭乘衛星計程車的意願。結果顯示，三個都會中便利性為民眾增加搭乘衛星計程車的重要且顯著的構面且與GPS特性吻合。針對消費者進行集群分析，發現搭乘計程車者可以分為二或三群，且在搭乘意願、便利性、安全性、可靠性這四構面的屬性上表現不同，群與群間存有明顯差異。

This study applied the structural equation model of multivariate analysis and cluster analysis to compare the difference of consumer choice intention in using GPS-dispatched taxi among the three metropolises in Taiwan, namely, Taipei, Taichung, and Kaohsiung. Data on users' choice frequency, riding pre-requisite, trip purpose, and personal demographics were surveyed. Four constructs were used to identify the preference of consumer behavior. They are comfort, convenience, reliability, and safety. It appeared that the convenience construct in three metropolises had positive impact on consumers' intention to choose GPS-taxi. The study also found that the survey respondents both in Taipei and Kaohsiung could be clustered into two different groups; but the respondents in Taichung could be clustered into three groups. As for the intention to choose a GPS-taxi over a traditional one, the three GPS-related constructs could play a significant role to cluster consumers in the three metropolises.