本研究探討旅運者國道客運選擇行為,藉由國道客運服務品質變數以及慣性效果的分析,以得知影響旅運者選擇行為之要素,除此之外,並校估選擇模式之效用尺度因子,以建構一能符合旅運者實際選擇行為之整合模式。 因應每位旅運者過去不同的搭乘經驗,本研究自行設計符合旅運者背景之客製化電腦問卷,利用實際搭乘經驗進行客運公司服務品質評分與SP選擇情境之偏好選擇,以進行旅運者國道客運選擇行為研究。問卷調查期間,實際至國光、統聯、和欣以及阿羅哈客運台中站,針對搭乘台中-台北、台中-桃園、台中-台南、台中-高雄四條城際路線的旅運者,進行面對面電腦問卷調查,經由問卷資料蒐集分析的結果進行實證研究探討。 服務品質的問項共計有16題衡量指標,以因素分析萃取出「安全與服務態度」、「舒適性」、「便利性」與「資訊提供」四個服務品質因素,指定至選擇模式中。此外,本研究利用羅吉斯迴歸方法,分析影響慣性指標的變數,以改善過去主觀指定方式。基於單一個體觀點以整合RP與SP效用,除以效用尺度因子考量兩效用間的尺度變異外,更以一般化的慣性指標作為兩效用間的鏈結變數。 透過模式概似比的統計檢定,以探討服務品質因素、一般化慣性指標以及效用尺度因子對於整合效用模式的影響。實證結果亦顯示本研究所提出之模式指定方式顯著優於過去文獻中所提出的指定方式。
The paper is to study travelers’ choice behavior for intercity bus operators. We focus on the influences of service quality and inertia effect to the integrating model. This model is aimed to combine RP and SP utility based on the individual concept instead of data concept and to raise model’s explanatory power effectively. Based on the past choice experiences of each traveler, a customized computer questionnaire was designed to collect the satisfying index of service quality for intercity bus operators. Then the choice scenario designed by stated preference method is used to analyze the choice preference of bus operators for travelers. This survey includes for major routes, Taichung-Tappei, Taichung-Taoyuan, Taichung- Tainan, and Taichung-Kaohsiung and adopts face to face interview to process data collection on the four bus terminals. Sixteen evaluating criteria of service quality are identified and extracted to four common factors by using factor analysis. Those are safety and service attitude, comfort, convenience, and information provision. For correcting the bias of subjective specification for inertia effect, the logistic regression is used to construct the generalizing inertia index. Based on the individual viewpoint to combine RP and SP utility, we use the utility scale factor to conduct the scale difference between the two utility. The generalizing inertia index is also used to be the linkage variable between RP and SP utility. By the likelihood ratio test between different specifications, we discuss the influences of service quality, generalizing inertia index, and utility scale factor on the integrating-utility model. The empirical results also show that the proposal specification has the better explanatory power than those previous specifications.