高速公路用路人使用電子收費系統意願之研究

在2009年，台灣地區高速公路用路人裝設e通機的比率相當低，僅有30%的使用者。由於ETC (Electronic Toll Collection)新科技的推出宛如新產品的上市，而媒體傳播與口碑對於是否裝設e通機亦為相當重要的影響因素。台灣ETC系統於2006年實施，問卷調查將詢問受訪者對於電子收費系統實施前與實施後透過媒體傳播管道所散佈的訊息觀感，運用結構方程模式去分析已使用ETC者與未使用ETC者對於電子收費系統繼續使用/接受使用意願的影響因素，其模式共包括媒體、口碑、以及新興媒體與傳統媒體等三種模型。經由結構方程模式之校估結果發現，不論是已使用或是未使用ETC之高速公路用路人，媒體、口碑評價以及新興媒體與傳統媒體之評價變動將直接或是間接影響其對於ETC繼續使用/接受使用之意願。另外，本研究亦應用排序普羅比模式(Orderd Probit Model)來分析在不同ETC系統佈設方式之下，影響高速公路用路人對於實施計程收費接受度之重要因素。最後，本研究運用二元羅吉特模式(Binary Logit Model)探討在不同方案實施下，影響用路人願意使用ETC系統的重要因素。由本研究之結果可知，若能適當利用媒體(包括新興與傳統)及口碑提高民眾對該政策之評價，則將有助於新運輸政策之推行。

關鍵字

媒體傳播；口碑；電子收費系統；結構方程式；排序普羅比模式

並列摘要

In 2009, the installation rate of an on board unit (OBU) for highway auto drivers in Taiwan was still quite low, around 30% of automobiles traveling on highways. Since the introduction of new electronic toll collection (ETC) system technologies resembles the diffusion problem of new products discussed within the field of marketing, both media broadcasting and word-of-mouth (WOM) are considered as very important factors affecting the use of ETC system. Since the ETC system was put into practice in 2006, the respondents were specifically asked about their impressions of ETC related policies and strategies spread through media broadcasting, before and after ETC's implementation in this study. Structural equation modeling (SEM) technique was constructed to analyze the factors influencing highway drivers' intentions of using the OBU among both OBU users/nonusers. Three SEM models were estimated to investigate the effects of impression changes in media broadcasting, word-of-mouth, and the traditional and new media. Estimation results indicated that impression changes in media, WOM, and the traditional and new media all have direct or indirect effects on highway drivers' intentions of using the ETC system. In addition, orderd Probit model was applied to investigate the important factors that influence the tendency of using ETC system for highway auto drivers under two distance-based toll layouts. Finally, binary Logit model was used to examine the significant attributes that affect the highway auto drivers' intentions of using the ETC system under different alternatives. Results obtained from this study provide useful insights into understanding the effects of media (including new and traditional) and word-of-mouth when implementing new transportation policies.