以悠遊卡大數據探討YouBike租賃及轉乘捷運之使用者行為

綠色運輸的概念興起，使得公共自行車蓬勃發展，過去關於公共自行車之研究主要採問卷調查，而目前受惠於營運數據之開放，可更精確瞭解使用者之騎乘狀況。本研究採用以悠遊卡資料為基礎，利用卡號串聯不同的旅次，探討各類型使用者YouBike之騎乘特性與轉乘捷運特性。明確地說，本研究串連2016年11月雙北地區YouBike與臺北捷運旅次的悠遊卡交易紀錄（分別有317萬及5,687萬筆），依使用頻率區分為偶爾、經常、忠實等三類型之YouBike使用者，並由卡號及本研究訂定之流程，判斷YouBike旅次是否轉乘捷運。研究結果顯示（1）雙北地區皆以偶爾使用者的人數最多，主要使用時段為假日昏峰，而忠實使用者的人數居末，以平日晨峰、昏峰，及約略的夜峰使用為主；（2）以區域差異來看，臺北市聚集於中心商務區、學校與捷運站，新北市則聚集於政經中心、捷運站；（3）轉乘旅次數占總旅次數25%，表示1/4的旅次數屬轉乘、接駁之用，而其餘3/4的旅次數則視YouBike為一主運具；（4）建構二元羅吉斯特模式，找出影響使用者於平、假日進行轉乘之因素。針對分析結果，分別給予政府及營運者政策建議，可望提升公共自行車之使用量，並建議後續研究可針對公共自行車與其他運具間進行轉乘行為分析，另外由於資料中缺乏YouBike借車時刻、捷運進站時刻等重要欄位，需經推估所得，因此亦建議相關單位可統整跨運具間之資料，利於後續分析。

關鍵字

公共自行車；自行車共享；大數據；使用者行為；轉乘行為

並列摘要

Bikesharing has become more popular as the advent of green transportation Previous bikesharing studies tended to collect data through questionnairs. Owing to the e-ticket big data, we can capture user behavior more precicsely. This research relies on the EasyCard data provided card IDs as the key connector among trip records. The characteristics of riding YouBike and its transfer to and from Taipei mass rapid transit (MRT) were identified accordingly. Based on the transaction records of 3.17 million of YouBike trips and 56.87 million of MRT trips in November 2016, we first categoried YouBikers into casual, constant, and loyal users. Then we set a procedure to aquire transfer trips between YouBike and MRT. The findings show that (1) the majority of YouBikers were the casual users who primarily rode YouBike on the weekend afternoon, followed by the constant and loyal users who rode YouBike during the weekday morning, afternoon, and evening commuting hours. (2) YouBike trips in Taipei City occurred around the central business district, schools, and MRT stations while those in New Taipei City occurred around the city hall area and MRT stations. (3) MRT transfer trips only accounted for a quarter of the total YouBike trips, indicating that most users rode YouBike without connecting MRT. (4) Binary Logistic model was built to reveal some factors that affect YouBike-MRT transfers with respect to weekdays and weekends. Finally, we proposed suggestions for the government and the operator regarding YouBike operational strategies and transportation data integration. Future work could focus on transfer behavior between YouBike and buses.