以擴展科技接受模型分析影響乘客選擇自駕公車之關鍵因素

Analysis of Key Factors Influencing Passengers' Choice of Self-Driving Bus by Using Extended Technology Acceptance Model

近年來，隨著人工智慧技術的快速發展，各國政府與汽車製造商開始重視自駕公車相關應用，而台灣許多縣市政府也開始實施自駕公車的實驗計畫，因此探討影響我國民眾搭乘自駕公車的選擇行為之因素的研究，將是提供交通管理單位研擬推廣自駕公車運輸服務的重要參考資訊。本文整合計畫行為理論與科技接受模型來分析影響民眾搭乘自駕公車的關鍵因素，經由730份有效樣本數進行結構方程模型之參數校估，研究結果發現影響台灣民眾在搭乘自駕公車的行為意向最主要的變數為知覺信任，該變數影響行為意向的主要路徑是藉由使用態度來間接影響用路人使用自駕公車的服務。本文進一步根據分析結果提出協助相關交通管理單位研擬自駕公車政策的思考框架。

In recent years, with the rapid advancement of artificial intelligence technology, governments, and automobile manufacturers worldwide have begun to pay attention to the applications of self-driving buses. Many local governments in Taiwan have also initiated experimental projects for self-driving buses. Therefore, conducting research on the factors influencing the choice behavior of our country's citizens to use self-driving buses is crucial. This research provides essential reference information for transportation authorities to develop and promote self-driving bus transportation services. This paper integrates the Theory of Planned Behavior and the Technology Acceptance Model to analyze the key factors influencing people's decision to use self-driving buses. Through parameter estimation using a sample size of 730 valid responses in a structural equation model, the research findings indicate that the most significant variable affecting the behavioral intention of Taiwanese citizens to use self-driving buses is perceived trust. The primary pathway through which this variable influences behavioral intention is by indirectly affecting users' attitudes toward using self-driving bus services. Based on the results of the analysis, this paper further proposes a conceptual framework to assist relevant transportation authorities in formulating self-driving bus policies.