影響民眾申裝國道電子收費系統行為意向之研究

Investigating Factors Affecting the Adoption of Electronic Toll Collection system

何基鼎(Ji-Ding Ho)

指導教授 ： 范錚強

國立中央大學/管理學院/資訊管理學系/碩士(2006年)

摘要

由於臺灣經濟之蓬勃發展，國民收入快速提高，汽車數量暴增，在國道1號高速公路全線完工後不久即出現壅塞現象，在假日期間尤甚；逢年過節，各收費站前常有長龍，甚為歸心似箭的返鄉人所垢病。為提升人工收費效率及改善車流因繳費而壅塞之狀況，利用短距無線通訊技術發展高速公路電子收費系統 ETC 已成為國際趨勢。許多已開發國家為了提高收費的效率與降低收費的成本，紛紛率先採用高速公路 ETC 系統。因此，本國政府也將高速公路收費電子化列重要的交通政策之一，並將該項計畫委託由遠通電收建構與營運。雖然今天高速公路ETC 系統已正式啟用，但民眾的使用意願卻不高，因此如何有效率地轉移民眾使用人工收費的習慣，以便提升國道的收費效率與減緩國道的壅塞狀況，便成為一個非常重要的議題。故本研究針對此重要議題，從民眾的角度，探討影響民眾申裝電子收費系統 ETC 的因素，希望能藉由瞭解影響民眾申裝電子收費系統 ETC 的影響因素，進而提供相關單位推廣電子收費系統 ETC 的策略建議。
本研究以行為理論作為解釋民眾申裝電子收費系統 ETC 行為的理論基礎，並根據本研究的情境，對「創新擴散理論」、「知覺風險理論」與「程序公平理論」等相關理論做更進一步的探討，經過這些探討後，本研究探討認為「態度」、「主觀規範」、「知覺行為控制」、「知覺風險」應為民眾申裝電子收費系統「行為意向」之影響因素；而「相對優勢」、「知覺易用性」、「程序公平」應為影響民眾使用電子收費系統 ETC 之「態度」；且「財務風險」與「績效風險」對「知覺風險」的影響；最後，本研究認為「程序公平」為影響「態度」對「行為意向」之調節因素。
本研究設計以「問卷調查法」進行，共蒐集 245 位受測樣本，並使用 LISREL 與 SPSS 來進行資料的分析，以檢驗本研究的直接效果假說與調節效果假說。研究結果發現：
1.民眾對知覺到使用電子收費系統的「相對優勢」、「知覺易用性」、「程序公平」等三項因素，皆會顯著對於民眾使用電子收費系統的「態度」有正面的影響，進而影響民眾申裝電子收費系統的「行為意向」。
2.民眾對使用電子收費系統所認知的「財務風險」與「績效風險」二項因素，會顯著的影響民眾所認知的「知覺風險」，進而影響民眾申裝電子收費系統的「行為意向」。
3.民眾對電子收費系統的使用「態度」、社會壓力的「主觀規範」、對申裝行為的「知覺行為控制」等三項因素，皆會顯著正面影響民眾對申辯電子收費系統的「行為意向」；而民眾認知使用電子收費系統的「知覺風險」會對民眾申辯電子收費系統的「行為意向」有顯著的負面影響。
4.民眾所認知的「程序公平」的程度，會對「態度」與「行為意向」之關係，具有調節的作用。

關鍵字

知覺風險 ； 計畫行為理論 ； 電子收費系統 ； 創新擴散理論 ； 程序公平

並列摘要

Because of the flourishing development of the economy in Taiwan, the personal income is raised quickly and the amount of automobile increasing violently. The result of the situation is traffic jam which frequently appeared at every toll station, especially during holidays. That is a very anxious situation to people using the expressway. In order to improve this situation, the establishment of ETC (electronic toll collection) system has been a hot topic and dominant trend in many countries. Many of the developed countries have adopted ETS system in their expressways to improve the efficiency and decrease the cost of charging tolls. Furthermore, the ETC system is listed in the head of the most important traffic policies by the Taiwan government. And, the ETC system is build and operated by a private company. Though the ETC system has already been launched, the people''s intention to use ETC is still low. Therefore, understanding how to shift people’s habit from using the artificial toll system to the ETC system and how to raise the efficiency of tolling and release the jam in expressway is an important issue. Aim to these questions, the objective of this study is to research factors affecting people’s intention to adopt ETC system.
This research regards action theory as the foundation to explain the behavior of people adopting ETC system. According the situation of ETC system, this research discussed “diffusion of innovation theory”, “perceived risk theory”, and “procedural justice theory”. After these discussions, this study think that the “attitude”, “subjective norm”, “perceived behavior control”, “perceived risk” are the factors which affect people’s “behavior intention” to adopt ETC system. Besides, “relative advantage”, “perceived ease of use”, and “procedural justice” are factors which affect people’s “attitude to use ETC system”. Additionally, the “financial risk” and “the performance risk” are factors which affect “perceived risk”. Finally, this research thinks that “procedure justice” is the moderating variable which affects the relation of “behavior intention” and “attitude”.
The research approached by “the questionnaire investigation method”, collected 245 samples, and used LISREL and SPSS to analyze the data to examine the direct result hypothesis and the moderating affection hypothesis of this research.
The result of the research is found:
1.“The relative advantage”, “the perceived ease of use”, and ”the procedure justice” affect people’s attitude to use ETC system.
2.“Financial risk” and “performance risk” affect “the perceived risk” which is known by people.
3.“Attitude to use ETC system”, “subjective norm”, “perceived behavior control” positively affect “intention to adopt ETC system”. And “perceived risk” negative affect “intention to adopt ETC system”.
4.“Procedure justice” certainly is the moderating variable which affects the relation of “intention to adopt ETC system” and “attitude to use ETC system”.

並列關鍵字

Electronic toll collection (ETC) ； planned behavior control (PBC) ； procedural justice ； diffusion of innovation theory ； perceived risk

參考文獻

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