以知覺價值理論為基礎構建客運乘客搭乘意願模式－長途客運與市區公車之實證

Building Passenger's Behavioral Intentions Model Based on Perceived Value Theory-Empirical Test of Coach and City Bus

胡凱傑 ； 任維廉

《運籌研究集刊》 6卷1期 (2007/06) Pp. 19-39

https://doi.org/10.7047/LRR.200706.0019

摘要

由於交通壅塞問題日益嚴重，大眾運輸系統的發展日益重要。自從開放管制政策之後，公路客運產業的競爭日益激烈，然而乘客流失的問題卻沒有顯著的改善，如何提升乘客的搭乘意願是相當重要的課題。乘客的搭乘意願通常決定於其搭乘後的知覺價值感受，而知覺價值是乘客對知覺利益與知覺成本之間的取捨。本研究之目的即在探討公路客運業，乘客知覺利益、知覺成本與知覺價值對搭乘意願之影響，並加入競爭運具吸引力之考量，以建構理論模式。爲驗證理論模式在公路客運業的適配性，分別對長途客運與市區公車進行資料蒐集與分析。在資料蒐集部分，長途客運採用上車發放問卷並回收，市區公車則以郵寄問卷於公車站位發放。本研究採用結構方程式模式方法進行模式適配與驗證。研究結果顯示，本研究模式所有變數間之因果關係假設均獲得成立，且知覺利益對知覺價值的影響效果比知覺成本影響要大。但在長途客運與市區公車部分的直接與間接效果確有差異。

關鍵字

知覺價值 ； 搭乘意願 ； 服務品質 ； 知覺成本 ； 知覺利益

並列摘要

The development of public transportation system is more and more important due to the heavy traffic. Competition in this industry is getting keener after the deregulation policy. The operators are aware that they must offer higher quality service to attract the passengers. But it's not enough to attract passengers only by quality service. The passengers' purchase intentions are usually determined by their perceived value from the service. The perceived value is a tradeoff between the perceived benefits and perceived costs. This research proposed and tested a model of perceived benefits, perceived costs, perceived value and repurchases intentions in coach and city bus business via structural equations model. It also explored the effect of attractiveness of alternative modes on purchase intentions. The results indicate that all causal relationships are statistically significant. The effect of perceived benefits has greater influence than the perceived costs on perceived value, and service quality have fairly greater indirect effect on purchase intentions. Besides, the perceived nonmonetary price has greater indirect effect than the perceived monetary price on the purchase intentions in city bus, but it has opposite result in coach.

並列關鍵字

Perceived Value ； Purchase Intentions ； Service Quality ； Perceived Costs ； Perceived Benefits

參考文獻

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