- 學位論文
影響國道用路人對電子收費系統之創新擴散因素研究
Effect Factors on Innovation Diffusion of Electronic Toll Collection Systems by the Highway User
摘要
現今高速公路電子收費系統為世界各國在智慧型運輸系統發展之主流趨勢，而國道用路人期待以電子收費取代現有的人工收費，希冀提高收費站效率、節省能源及降低污染等優點，並透過系統化與電子化蒐集交通數據，進而轉化為即時訊息，達成電子收費與交通管理系統整合的目標。惟電子收費系統施行至今，並未造成民眾高度採用，反而引發一連串爭議事件，掉入所謂創新產品市場隱藏的「鴻溝」（chasm）之中。在創新產品擴散理論之文獻中常提及新產品在進入市場必需面對鴻溝的困境，若能順利跨越鴻便能擁抱大眾，邁入市場成熟期。反之，一旦栽入鴻溝則將很快退出市場。回顧創新議題文獻，絕大多數皆採用正面或反面之單一構念探究鴻溝問題，然而新產品面對之鴻溝現象，絕不單單只是面臨單一態度，而是兩者並存。因此，本研究以Davis 之科技接受模型(Technology Acceptance Model, TAM)為主要立論基礎，並企圖結合Rogers 之創新產品採用 (Innovation Adoption)正向因素與Ram 之創新抵制(Innovation Resistance)負向因素，探討電子收費系統之鴻溝內容，再利用線性結構方程模式(Linear Structural Relationships，簡稱LISREL)分析電子收費系統鴻溝內容之路徑過程，以進一步擬定跨越鴻溝策略。
並列摘要
Nowadays Electronic Tolling Collection (ETC) has become a major part in the development of modern intelligent transportation systems. Policy makers wish to replace the existing man-powered toll collection with ETC in an effort to increase the efficiency of toll collection, decrease fuel consumptions and pollutions, as well as collection of traffic raw data to support real-time information. Despite the advantages, ETC has not been widely accepted by the general public. Instead, it had become a controversial issue, generating many debates over its usage. It has fallen into a hidden “chasm” common for new products. In theories related to technology acceptance, nearly all new innovations are faced with the difficulty of crossing the “chasm”. Unless they become well received by the public and get over the “chasm”, the new inventions will quickly fade out of the market. In retrospect, most literatures analyze the “chasm” problem from a single perspective, either from the aspect of adopting or resisting a certain technology but the truth is when a new product is challenged with the “chasm”, it is often confronted with both opposing forces. Thus, this research, primarily based on the theory of Technology Acceptance Model (TAM) proposed by Davis, combining with the positive factor (Innovation Adoption) of Rogers and the negative factor (Innovation Resistance) of Ram, looks at the “chasm” obstacle faced by ETC. The problem is further analyzed using linear structural relationships (LISREL) to model the development process of ETC in an effort to draw up a strategy for crossing the “chasm”. The research result shows both innovation adoption and innovation resistance attitude towards ETC co-exists, with the innovation adoption being more predominant. Drivers using ETC (innovation adoption) place the greatest importance on the usability factor and place the least importance on the availability of ETC trial whereas the most important and least important factors for non-adoption (innovation adoption) are economic barrier and image barrier respectively.