遊客對體驗型電動自行車願付租借價格之評估

本研究以宜蘭縣休閒區域遊客為研究對象，以問卷調查方式了解遊客對電動交通工具的觀感及租借電動自行車的願付價格，並探討遊客對電動交通工具的觀感是否會影響租借電動自行車的願付價格；在提供電動自行車讓受訪者試騎後，再度詢問其觀感及願付價格，以進行試騎前後的比較。採用的分析方法為廣泛運用於評估環境財價值的「條件評估法」，以雙界二分選擇問卷詢問願付價格，再以存活迴歸探討影響願付價格的因素並進行估計。存活迴歸結果顯示，在顯著水準10%下，所得、居住地、是否有騎乘電動交通工具經驗、電動交通工具性能之認同程度對於願付價格皆有正向顯著，而職業別1（主管、經理、專業人員）對於願付價格有負向顯著影響；在願付價格方面，以2小時為租借單位，電動自行車之願付價格約為202元，可作為推廣體驗型電動自行車訂價時之參考。

關鍵字

電動自行車；願付價格；條件評估法；雙界二分選擇問卷

並列摘要

Tourists visiting recreation areas in Yilan county were randomly selected as subjects for interview to investigate the viewpoint of the tourists on the electric vehicles and the willingness to pay on the electric bicycle rental service provided by the recreation areas. Surveys were also carried before and after a test ride of the electric vehicles to reveal the influence of riding experience on the impression and the amount of rent willingness to pay of the tourists.The contingent valuation method (CVM) which has been widely used in evaluating the values of environmental goods was applied in this study. Dichotomous choice with follow-up questionnaire was designed and the survival regression was used to discuss the factors that affect the willingness to pay and to evaluate the willingness to pay on the electric bicycle rental service.Results from survival regression show that under the significant level of 10% (α=10%) the significant variables of the willingness to pay include income, living area, the experience of riding an electric bicycle, the recognition of the performance of the electric bicycles, and occupation. The average willingness to pay on electric bike rental is about NT$ 202 per two-hour, which provides pricing reference for promoting experiencing electric bicycles in the future.

並列關鍵字

Electric Bicycles ； Willingness to Pay ； Contingent Valuation Method ； Dichotomous Choice with Follow-up Questionnaire

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遊客對體驗型電動自行車願付租借價格之評估

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