服務頻次、旅行時間及旅行成本對旅客選擇運具決策影響－以墾丁地區遊客為例

The Study of Mode Choice Behavior Using Decision Variables of Service Frequency, Travel Time, and Travel Cost of Travelers in Kenting National Park

曾士僥(Shih-Yao Tseng)

指導教授 ： 熊正一

台南應用科技大學/管理學院/國際企業經營系碩士班/碩士(2020年)

摘要

本研究旨在探討服務頻次、旅行時間及旅行成本對旅客選擇運具決策影響。首先以個人背景變數來探討其與選擇運具決策之關係，是否會因不同的性別、年齡、職業、所得、出發地及交通工具，則對選擇運具決策有所影響。其次探討服務頻次、旅行時間及旅行成本與選擇運具決策之關係，是否會因服務頻次之多寡、旅行時間之長短及旅行成本之高低，而對選擇運具決策有所影響。
本研究採用問卷調查法，有效樣本共計500份，根據統計分析之研究結果發現不同的性別、年齡、職業、所得、出發地及交通工具對於選擇運具決策並無顯著之差異，因此顯示個人背景變數不影響選擇運具決策。
研究發現服務頻次高低皆與選擇運具決策呈顯著正向關係，表示服務頻次之高低皆能影響旅客選擇運具之決策，但服務高頻次更顯著於服務低頻次。而旅行時間、旅行成本與選擇運具決策呈顯著負向關係，表示旅行時間愈短及旅行成本愈低，則愈能影響旅客選擇運具之決策。

關鍵字

服務頻次 ； 旅行時間 ； 旅行成本 ； 運具選擇 ； 多項羅吉特模式

並列摘要

This study is to investigate the mode choice behavior using decision variables of service frequency, travel time, and travel cost. First, personal background variables are used to explore its relationship with the mode choice behavior using decision variables. Whether it will affect the mode choice behavior using decision variables due to different in gender, age, occupation, income, place of departure, and transportation. Secondly, we discuss the relationship between service frequency, travel time, travel cost, and the mode choice behavior using decision variables, whether higher service frequency, shorter travel time, and lower travel cost delivers the mode choice behavior using decision variables.
There are 500 travelers selected as the sample is used in the questionnaire survey for the research. Base on the statistical analysis of the research results, we find that there is no different in gender, age, occupation, income, place of departure, and transportation when the mode choice behavior using decision variables of travelers, indicating that the personal background variables are no significant moderating effects on the mode choice behavior using decision variables.
This study shows that higher service frequency and lower service frequency are all positively related to the mode choice behavior using decision variables. It means that whether the service frequency is high or low can affect the mode choice behavior using decision variables of travelers, but the higher service frequency is more significant than the lower service frequency. This study also shows that travel time and travel cost are all negative related to the mode choice behavior using decision variables. It means that shorter travel time and lower travel cost can affect the mode choice behavior using decision variables of travelers.

並列關鍵字

service frequency ； travel time ； travel cost ； mode choice ； multinomial logit model

參考文獻

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