民眾對無縫接軌運輸的態度及行為意向之研究以台中市民眾為例

A Study of Seamless Feeder Service on Public’s Behavior Intention and Attitude – An Example of Residents in Taichung

許易晴(Yi-Ching Hsu)

指導教授 ： 陳宗玄 ； 朱瑞淵

朝陽科技大學/管理學院/休閒事業管理系/碩士(2014年)

摘要

本研究主要在探討臺中地區民眾對無縫接軌運輸使用的態度及搭乘意願。採問卷調查方式，便利抽樣台中市滿20歲的民眾，以進行資料蒐集，共得408份有效問卷。以獨立樣本t檢定探討民眾不同性別對無縫接軌運輸系統的態度是否具有差異性，另以單因子變異數分析探討民眾不同的年齡、婚姻狀況、教育程度、職業、平均月收入、旅遊次數、平均每次旅遊消費其對無縫接軌運輸系統的態度是否具有差異性，最後以Probit迴歸分析探討不同個人背景、態度對行為意向的差異性分析。研究結果發現：
1.受訪者以聽過無縫接軌運輸系統概念者最多，大部分是女性，年齡集中在31-40歲，婚姻狀況以已婚者較多，教育程度以大專/大學較多，月收入以20001-40000元最多，去年旅遊次數以1-3次居多，每次旅遊平均消費為5001元最多，曾經搭乘公共運輸工具旅遊經驗民眾居多，不曾參加環保團體及生態旅遊活動者較多。
2.民眾普遍認為無縫接軌運輸可以對環境產生保護的功能，且讓旅遊更便捷提高旅遊滿意度，但相對必須付出較高成本的代價。
3.女性、年齡、教育程度、月收入愈高、已婚者搭乘無縫公共運輸意願相對較高。
關鍵字：無縫接軌、行為意向、態度

關鍵字

行為意向 ； 無縫接軌 ； 態度

並列摘要

The main purpose of this study is to investigate the residents’ usage attitude and intention on seamless feeder transportation in Taichung area. By adopting the questionnaire method, we use convenience sampling to pick up the people who are above 20 year-old and live in Taichung. As the result, we gained 408 valid questionnaires. Independent T-test is selected to analyze if there is a significant difference between gender and seamless feeder transportation system. Secondly, we discussed if there are significant differences between age, marital status, educational background, occupation, income, frequency of travel, average consumption of each travel and the seamless feeder transportation system by one way ANOVA analysis. Finally, we analyze the difference between personal background and attitude on behavior intention by Probit regression method. The test results are as following:
1. Most interviewee has heard seamless feeder transportation system. In terms of demographic characteristics, they are married females with college diploma and at 31-40 year-old. For the income, the majority gains 20001-40000 salary. The frequency of travelling last year was on the range of 1-3 times. Their average travel consumption is 5000 dollars, and they have experienced traveling by public transportation. However, few of them have attended e-co tourism and green group.
2. The residents think that seamless feeder transportation can protect the environment and make the travel more convenient. Furthermore, it also can enhance the satisfaction of journey. On the contrary, it costs much higher than other transportations.
3. Married female people are willing to take seamless feeder transportation, particularly at high income and high educational level background.
Keyword：Seamless feeder transportation, Behavior Intention, Attitude

並列關鍵字

Behavior Intention ； Seamless feeder transportation ； Attitude

參考文獻

2.交通部運輸研究所(2011)。強化公路公共運輸發展政策研析。台北：交通部。

17.謝淑芬(1994)，觀光心理學，台北：五南。

14.莊佳穎(2011)。國中生對生態旅遊認知之研究，朝陽科技大學，未出版碩士論文，台中市。

20.鄧碧珠(2009)。不同社會階層家庭國外旅遊支出之世代分析，朝陽科技大學，未出版碩士論文，臺中市。

5.林韋丞(2012)。觀光地區遊客運具之選擇偏好－以台灣好行日月潭為例，國立交通大學，未出版碩士論文，新竹縣。