屬性處理策略對小客車通勤者路線選擇行為之影響

Effects of Attribute Processing Strategy on Commuters' Route Choice Behaviors

本研究應用屬性基礎敘述性選擇法，並以Hensher研究之問卷調查為藍本，進行適合臺灣特性之電腦問卷設計，問卷內容依照替選方案數量、選擇集合數量（情境數）、屬性數量、屬性水準數量及屬性水準範圍等多重維度變異進行實驗設計，藉此蒐集臺中市小客車通勤者路線選擇行為之相關資料，進一步探討屬性處理策略對通勤者路線選擇行為之影響。本研究採用多項羅吉特及混合羅吉特模式探討影響通勤者路線選擇之因素，並計算各種模式旅行時間節省之願付價格，最後並與澳洲研究結果相比較。

This study was based on the attribute-based stated choice method. Experimental design, adopted from Hensher's study, was varied with variation in design dimensions, such as number of alternatives, number of choice sets, number of attributes, number of attribute levels, range of attribute levels, etc. Computer-aided questionnaire surveys displaying multidimensional scenarios to participants were conducted to collect the data of commuters' route choice behaviors in Taichung City, Taiwan. Two multinomial logit models and several mixed logit models were applied to investigate the effects of attribute processing strategy on commuters' route choice behaviors. The willingness to pay calculated from the estimation results, both Taiwan and Sydney, were compared to gain insightful results between these two countries.