應用潛在類別混合選擇模式探討共享機車業者之市場區隔

Market Segmentation of Electric Scooter Sharing Service Providers–A Latent Class Hybrid Choice Modeling Approach

隨著永續運輸理念受到重視，共享機車因具備環保、共享代替持有、及戶、成本可擔負等特性，近年來在都會地區逐漸興起，並有越來越多共享機車業者願意投入營運，導致同一城市中具多家業者同時競爭。為能提供業者研擬市場行銷及營運策略之參考，本研究是以共享機車之市場區隔為課題，透過結合混合選擇模式及潛在類別羅吉特模式，模式中可同時考慮可觀察變數及潛在變數對選擇行為之影響，並能將市場劃分以探討不同族群間之使用者特性差異。為能驗證前述所提分析架構，本研究以國內共享機車業者為實證分析對象，並採問卷調查蒐集具共享機車使用經驗者之敘述性偏好資料，研究成果將可作為業者擴大品牌市占率之策略研擬依據。

Electric scooter sharing (ESS) has emerged as a viable solution for sustainable transportation in urban areas due to its environmentally friendly, sharing economy approach, door-to-door convenience, and affordability. With the growing popularity of ESS worldwide, an increasing number of service providers are willing to enter and coexist in the same market. To provide competitive and marketing strategies for ESS service providers, this study investigated ESS market segmentation by employing a hybrid choice model that integrated the latent class logit model. The latent class hybrid choice model considers both observed attributes and latent variables to examine their impact on choice behavior, and can discuss the heterogeneity of users' characteristics across different market segments. To evaluate the proposed framework, a case study focusing on ESS service providers in Taiwan was conducted. Stated preference data were collected through an online questionnaire survey. The analysis results can provide valuable insights for ESS service providers to establish their niche in the market.