綑綁定價組合分析於「交通行動服務(MaaS)」服務套裝方案之研究

「交通行動服務 (Mobility as a Service, MaaS)」係指結合運輸設施、運輸服務、運輸資訊及支付服務的一個整合平台，提供運輸服務套裝方案，將使用者於運輸行為中的所有需求與步驟整合在同一平台內完成一站購足式服務。因為MaaS是一個相對新穎的概念，目前較少針對MaaS服務套裝方案組成與定價規劃進行探討。本研究探討MaaS之交通服務組合套裝方案決策問題，針對MaaS服務套裝方案內容設計及綑綁定價規劃問題建構互動式背包問題，進行規劃求解。本研究使用條件評估法調查旅運者的願付價格，建立互動式背包問題，旅運者的願付價格與每月所需旅運距離的限制及最大化套裝方案效用值的目標下，選入滿足該限制的服務運具，求解不同社經族群之套裝方案組成與套裝方案綑綁定價。本研究透過問卷調查蒐集旅運者對各運具的效用值，並建構一互動式背包問題分析MaaS套裝方案最適組成與最適定價，求解得知學生族群偏好中距運輸套裝方案；一般族群偏好長距運輸套裝方案；中高齡族群偏好短距運輸套裝方案，藉由規劃結果可知各族群套裝方案較需要的運具與可完成之旅運距離。本研究透過敏感度分析探討各族群最適旅運距離與最適單位成本，學生族群與中高齡族群最適單位成本為2元/公里；一般族群最適單位成本為2.12元/公里。本研究的研究成果可作為MaaS服務套裝方案綑綁定價之策略參考。

關鍵字

交通行動服務(MaaS) ；綑綁定價；套裝方案組成；互動式背包問題

並列摘要

Mobility-as-a-Service (MaaS) is a mobility distribution model in which a traveler’s major transportation needs are met to one single interface with services offered by one single integrated service provider combining transportation infrastructures, transportation services, information, and payment services. Since MaaS is a brand-new concept, few researches have been paid to its service package design and pricing. This study addresses the problem of how to determine the composition and price of a MaaS package using the bundle pricing and composition problem. The interacting knapsack problem for simultaneous composing and pricing toward MaaS service bundles is developed. This study explored passenger’s willingness-to-pay by contingent valuation method. Then, the interacting knapsack problem is concerned about selecting a set of service mode items such their total costs which fits within the budget of passenger’s willingness-to-pay and the total distance accomplished by the package that must meet passenger’s requirement whereas the total utility is maximized. This study conducted a questionnaire survey for collecting the utility of each transportation mode items. This study proposed an efficient solution procedure to determine the optimal composition of the MaaS bundle and the price at which it should be offered. The results of this research show that the student group prefers middle-distance package, general group prefers long-distance package, and short-distance package was more suitable for elder group. With the sensitive analysis, this research explored the optimal travel distance and unit cost for each group. The optimal unit cost is 2.12 NT dollars per kilometer for student group and elder group. 2 NT dollars for general group. The results of this research may shed light on bundle pricing composition of MaaS packages and schemes.