共享機車選擇行為之內外在因素及人格特質分析

Identifying the Explicit/latent Factors and Personality Straits to the Choice of Scooter Sharing

因應運具共享化浪潮，國內各縣市陸續開放共享機車服務，但若不了解共享機車使用者偏好與特徵，勢難以提出適當管理策略。基此，本研究利用計劃行為理論及科技接受整合模式（Combined TAM and TPB，C-TAM-TPB）來辨識具有不同人格特質的旅運者的外顯和潛在影響因素。結果顯示，五大人格特質（Big5）中，不容易適應且接受新事物的人及容易適應且接受新事物在態度至行為意圖之路徑係數顯著高於缺乏自信但仍虛心學習的人，亦即個性較極端的人在對共享機車之喜好程度影響其使用意願的效果較為強烈。另透過概似比檢定顯示Hybrid選擇模式之結果優於多項羅吉特模式。選擇模式推估結果亦發現知覺有用性、行為知覺控制及行為意圖會顯著影響受訪者使用共享機車之意願。

In response to the growing trend of shared mobility, many cities in Taiwan have gradually introduced scooter sharing services. However, without understanding users' preferences and characteristics, it is difficult to develop effective management strategies. To address this, the present study adopts the Combined Technology Acceptance Model and Theory of Planned Behavior (C-TAM-TPB) to identify the explicit and latent influencing factors among travelers with different personality traits, based on the Big Five model. The results indicate that, among the Big Five personality traits, individuals who are either resistant or highly receptive to new experiences exhibit significantly stronger path coefficients from attitude to behavioral intention than those who are less confident yet open to learning. This suggests that individuals with more extreme personality tendencies are more strongly influenced by their attitudes toward shared scooters when forming their intention to use them. Moreover, a likelihood ratio test indicates that the Hybrid Choice model outperforms the Multinomial Logit model. The results from the choice modeling also reveal that perceived usefulness, perceived behavioral control, and behavioral intention significantly affect respondents' willingness to use shared scooters.