臺灣高鐵標準車廂及臺鐵自強號常乘顧客再購動機暨市場觀察：羅序模式之應用

The Study of Repeat Patrons' Repurchase Motivation on Tze-Chiang Express of Taiwan Railway and Standard Car of Taiwan High Speed Rail: The Application of Rasch Model

楊政樺(Cheng-Hua Yang) ； 盧衍良(Alex Yen-Liang Lu) ； 林詠晴(Young-Ching Lin) ； 李靜旻(Jing-Min Lee)

《顧客滿意學刊》 9卷1期 (2013/03) Pp. 103-134

摘要

臺灣高鐵與臺鐵自強號各類服務屬性中，部份屬性支持常乘旅客繼續搭乘，部份屬性阻礙持續消費。亦即，再購動機與內在阻抗的拉鋸抗衡，型塑其決策思維。在量尺定錨概念下，本研究應用羅序模式進行對數勝算尺度轉換，建立資料結構的推論基礎，探究兩鐵受試者的運其選擇行為模式，裨益投以妥適的行銷組合。研究顯示：臺灣高鐵促銷手法靈活，車次密集及到站準時、環境整潔美觀、資訊明確暢通、無障礙空間與人員態度為其優勢；設站區位偏僻、轉乘不便為其相對劣勢。臺鐵站區掌握交通便利及區域優勢，票價平實誘使顧客持續再購；然而，車次稀疏及到站延遲、無障礙空間不全、搭車環境與人員態度為其改善方向。

關鍵字

臺灣高鐵 ； 臺鐵 ； 量尺定鋪 ； 羅序模式 ； 再購動機

並列摘要

Regarding various service properties provided by Taiwan High Speed Rail and Taiwan Railway, some are likely to uphold passengers' decisions to consume again for their future journeys, while the others pose obstacles, known as psychological impedances from their next choices. Internally speaking, ”re-purchase motive” and ”psychological impedance” are two confronting forces in every consumption decision making and lead to decision-making thoughts. Utilizing the concept of anchoring the scale in this study, the Rasch model is conducted to convert log odds scale to establish inferences basis of the data structures in order to identify the respondents' behaviour patterns for selecting transportation and finally, employing appropriate marketing practices. The research findings suggest that competitive advantages for Taiwan High Speed Rail are flexible promotions of various ticket prices, frequent runs, on-time arrival, clean environment, explicit and updated information, barrier free space for disabilities and professional service personnel. However, the disadvantages include the remote locations from city centers and inconvenience of transferring. On the other hand, main stations of Taiwan Railways are right located in city centers with the key advantages of convenient transportation and passenger-friendly neighborhoods. Moreover, the much cheaper ticket fare plays an important role of the repeat patrons' repurchase motives. However, those infrequent runs, delay of arrival, lack of barrier free space for disabilities, the untidy environment and the attitude of the service personnel are the obvious drawbacks of Taiwan Railways and needed to be improved.

並列關鍵字

Taiwan High Speed Rail ； Taiwan Railway ； Scale Anchoring ； Rasch Model ； Repurchase Motives

參考文獻

王文中(2004)。Rasch 測量理論與其在教育和心理之應用。教育與心理研究。27(4)，637-694。

交通部臺灣鐵路管理局(2008)。臺灣鐵路年鑑。交通部。

交通部臺灣鐵路管理局，2010，臺灣鐵路管理局旅客列車準點率，http://www.motc.gov.tw/motchypage/monthly_eng/c2060.xls，2011年8月24日取得。

江尚書(2009)。新自由主義化下的都市再發展：以臺北車站特定專用區為例(碩士論文)。國立臺灣大學地理環境資源學研究所。

吳萬益(2008)。企業研究方法。臺北市:華泰文化。