探討汽車共享之接受度：以台北都會區為例

汽車共享在歐美國家已發展的相當完善，其效益也有一定程度的彰顯。近年來汽車共享轉往亞洲市場發展，亞洲國家與歐美國家消費者特性並不相同，相同的營運模式在台灣市場未必適用，故有必要了解台灣民眾對其接受程度，以及其中重要影響因素，以擬定營運者發展方向以及政府輔助政策。過去研究中個體選擇模式常常忽略不可觀測之心理變數，以致產生偏誤；回顧國外消費行為相關研究發現，心理變數為影響消費者選擇消費與否的重要因素，故本研究納入涉入理論以及計畫行為理論衡量價值觀與態度，了解其對民眾選擇汽車共享之影響。本研究以大台北都會區為例，大台北都會區現今有兩家汽車共享公司在營運，分別為Zipcar與I-Rent，以問卷發放的方式收集大台北地區民眾的使用意願；透過結構方程模式了解各變數間之關係，再以態度將民眾分群，了解不同態度的民眾對汽車共享之接受程度，以及分析不同態度民眾的社經特性趨勢，以鎖定目標族群，最後建立個體選擇模式，了解其中顯著影響民眾選擇使用汽車共享之要素，以重要影響因素擬定營運者發展方向及政府相關輔助策略。結果顯示，30歲以下年輕男性為汽車共享接受度最高之族群，也較容易受到各種不同因素所影響，為首要推廣族群；現階段民眾最重視之系統特性為租借站點密度，營運者發展應以此要點為主要發展重點；心理層面的部分，由知覺行為控制可推估，營運者須讓民眾更深入了解汽車共享加入會員手續及租借流程減少陌生感；由主觀規範可推估，政府或營運者應給予汽車共享更多正向使用意涵，以吸引更多的旅客前往使用。

關鍵字

汽車共享；涉入理論；計畫行為理論；結構方程式；羅吉特模式

並列摘要

Car-sharing has been well developed in Europe and the United States, and its benefits have also been demonstrated to a certain extent. In recent years, car-sharing business has shifted to the Asian market. Considering the different consumer’s characteristics between Asian countries and Europe and the United States, thus the same operating model may not be applicable in the Taiwan market, therefore his study focus on the acceptance degree of the Taiwan people for car-sharing as well as the key factors affecting them, in order to propose a development direction to the car-sharing operator and recommend supporting policy to the government authority for consideration. The past studies shown that the discrete choice model often ignores the unobservable psychological variables, which leads to bias; recalling the research on foreign consumer behavior, the psychological variables are important factors affecting individual consuming behavior, so this study incorporates the Involvement and the Theory of planned behavior to measure values and attitudes, in order to understand its impact on people's hoice of car-sharing. This study takes the Taipei Metropolitan Area as a case study. Currently, there are two car-sharing operators provide service in Taipei, namely Zipcar and I-Rent. This study collects the willingness of car-sharing in Taipei Metropolitan Area by questionnaire; exploring the relationship between variables through the structural equation model, then grouping the people with attitudes, understanding the acceptance of car-sharing by different attitudes, and analyzing the trend of socio-economic characteristics of people with different attitudes to lock targeted group. Finally, this study establishes a discrete choice model to understand the factors that significantly influence the people's choice of car-sharing, and to propose a development direction for the car-sharing operator’s consideration as well as a supporting policy for government authority. The results show that young men under the age of 30 are the most highly accepted groups, and they are also more susceptible to various factors, which is the priority group for promotion. What people concerned is the density of rented sites, the operators shall consider this point for future development. At the psychological part, it can be inferred from the perceived behavioral control that the operator shall let the public know more about the car-sharing membership process and the rental process to reduce the unfamiliarity. It can be inferred from the subjective norm that the government or operator shall give more positive meanings of car-sharing to attract people to use it.