公共自行車接受度與滿意度研究－－以臺北微笑單車為例

An Acceptance and Satisfaction Study on Public Bike System-A Case Study on Taipei U-bike System

由於節能減碳及樂活風氣之盛行，世界各國已有許多城市建置公共自行車出租系統，以提供市民與觀光客作為短途旅次使用。因應這股風潮，臺灣也於2009年分別於臺北市信義計畫區及高雄市區建置了公共自行車出租系統。為了解民眾對於此類系統的接受度與滿意度，本研究以臺北市微笑單車系統為研究對象，透過結構方程模式（SEM）之構建，探討使用者接受度與滿意度之組成構面及其影響程度。研究結果顯示，微笑單車系統開放初期平均每日使用量為500至600人次，多數使用者作為通勤接駁工具使用，而服務品質、產品品質、價格及情境因素為滿意度之三個組成構面，使用者對於系統之滿意度主要來自於服務品質，其次為產品品質及價格；外在情境因素正向影響滿意度，而個人因素則無顯著影響。另針對民眾未使用之原因，本研究建議主管單位應加強行銷、擴充服務範圍及建置良好的行車環境。本研究成果有助於政府相關單位及系統營運單位掌握使用者特性，並據以作為系統改善之參考。

In recent years, energy conservation and LOHAS lifestyle have attracted increasing attention, and riding bicycles has become popular around the world. Public bike systems have been set up in numerous cities to provide rental bikes to citizens and travelers as an alternative to taking short-distance car trips. In Taiwan, two such systems were established in Taipei City and Kaohsiung City on March, 2009. This study establishes a Structural Equation Modeling (SEM) framework to analyze public acceptance of, and satisfaction with, this system. The U-bike system, set up in the Hsin-Yi District of Taipei City, is considered as a case study. The results indicate that during the first half-year of operation around 500 to 600 persons used this system daily, and most of them use the system for communting purpose. Customer satisfaction is measured in three dimensions-service quality, product quality, and price. Situational factors positively affected customer satisfaction while individual factors did not have any significant effect. According to the reasons for people who did not use this system, this research suggests to increase the success of the system by doing more promotion, expanding the service area, and improving the biking environment. The results of this research will be helpful for government departments and the system operating company, to master user characteristics and accordingly improve the system.