探討臺中交通行動服務之實驗設計與模式建構

An Exploration of Experimental Design and Model Construct for Taichung MaaS

周佩瑤(Pei-Yao Chou)

指導教授 ： 楊志文

國立臺中科技大學/資訊與流通學院/流通管理系碩士班/碩士(2021年)

摘要

隨著交通行動服務(Mobility as a Service, MaaS)的趨勢、臺中綠線捷運的開通、共享運具的推廣，探討臺中MaaS的方案設計與選擇行為成為重要的研究議題。本研究使用具完整性的方案設計流程，MaaS方案的設計中包含類捷運與共享運具，前者為綠線捷運、高架化臺鐵與雙節公車所形成之類捷運路網；後者則為包含共享自行車、共享機車、與共享汽車的3U運具。MaaS方案的情境設計是由使用期限與多元運具所組成，實證對象則區分為年輕學生與一般大眾，以探討兩族群在選擇偏好與MaaS屬性上的差異性。本研究採用潛在區隔模式探討兩族群偏好屬性之差異，在一般大眾族群中，年齡小或女性偏好類捷運、公車與共享單車，年齡較長或男性則為共享機車的運具屬性；在類捷運服務範圍內的年輕學生族群中則偏好公車與共享機車。在多項羅吉特模式的願付價格分析中，年輕學生與一般大眾族群都在類捷運與共享單車具有正向的使用者效益，顯示受訪者顯著偏好MaaS方案中的前述運具服務。在MaaS價格與運具服務的等值關係探討中，10%的混搭月票價格，等同於一次免費公車搭乘加上一天30分鐘免費共享單車，方案價格與運具服務的等值效果分析可提供MaaS營運業者做為策略調整的依據。最後，本研究建議MaaS營運業者可優先推出同時提供公共運具與共享運具之混搭月票方案，並特別針對類捷運服務範圍內的年輕學生族群作為潛在目標市場，以有效推廣臺中MaaS計畫的普及化。

關鍵字

交通行動服務 ； 方案設計流程 ； 類捷運 ； 潛在區隔模式 ； 願付價格

並列摘要

With the trend of Mobility as a Service, the opening of TMRT Green Line, and the development of shared transportaion, exploring the package design and behavior of MaaS has become an important research topic. In this study, a complete design process is firstly proposed. The package of the MaaS includes public transport and shared transport, the former, named as quasi-MRT, is formed by TMRT Green Line, TRA commuter train, and the articulated bus, and the latter is a 3U shared transport that includes shared bike, shared motorcycle, and shared car. The scenario design of the MaaS package is composed of a period of use and multiple transportation. The experimental objects are divided into young students and the general groups, uses a Latent Class Model to explore the differences between the two groups in choice preferences and MaaS attributes. In the general group, younger or females prefer MRT, bus and shared bicycles, and older or male prefer the shared motorcycle attributes. In the young student groups within the scope of MRT Green Line services, prefer buses and shared motorcycle. In the analysis of willingness to pay for Multinomial Logit Model, both young students and the general groups have positive user benefits in MRT and shared bicycles, which respondents have a significant preference for the aforementioned transportation services in MaaS package. In the discussion of the equivalence relationship between MaaS price and transportation service, 10% of the monthly mixed pass price is equivalent to one free bus trip and 30 minutes of free shared bicycles one day. The equivalent effect analysis of the plan price and transportation service can provide MaaS operators as the basis for strategic adjustments. Finally, this research suggests that MaaS operators can give priority to launching a monthly pass with both public and shared transportation services, and specifically target the young student population within the MRT Green Line service area as a potential target market to effectively promote the popularization of the Taichung MaaS program.

並列關鍵字

Mobility as a Service ； Service Package Design Process ； Quasi-MRT ； Latent Class Model ； Willingness to Pay

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