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系統識別號 U0026-0812200915134162
論文名稱(中文) 自行車騎乘者對兩鐵環保專車屬性偏好之研究-以遊憩專門化探討異質性
論文名稱(英文) Estimating Cyclist’s Preference on Service Attributes of Special Green Trains:Heterogeneity by Recreation Specialization
校院名稱 成功大學
系所名稱(中) 交通管理學系碩博士班
系所名稱(英) Department of Transportation & Communication Management Science
學年度 97
學期 2
出版年 98
研究生(中文) 鄭文傑
研究生(英文) Wen-chieh Cheng
學號 r5696116
學位類別 碩士
語文別 中文
論文頁數 78頁
口試委員 口試委員-溫傑華
口試委員-邱裕鈞
指導教授-陳勁甫
口試委員-蔡東峻
中文關鍵字 偏好異質性  遊憩專門化  兩鐵環保專車  敘述性偏好法 
英文關鍵字 Preference Heterogeneity  Recreational Specialization  Special Green Trains  Stated Preference 
學科別分類
中文摘要 隨著自行車人口增加,自行車觀光已成為熱門且環保的旅遊方式,由於此旅遊方式會受到騎乘者體力限制,需要接駁運具拓展自行車騎乘者的移動範圍,而台鐵所推出的兩鐵環保列車,即提供自行車騎乘者區域接駁服務,但此嶄新服務,仍需從使用者觀點了解服務改善方向,因此本研究採取敘述性偏好法來探討自行車騎乘者對台鐵兩鐵列車服務屬性的偏好,並運用交互項變數、混合羅吉特及專門化程度分群方式來了解受訪者的異質性,並估計受訪者對於各項兩鐵列車服務屬性的願付價格。
整體樣本結果顯示,自行車運送費用對於受訪者為負向顯著之影響,而行李放置區、固定式停車架、人車同車廂與較多的班次頻率為正向顯著之影響;在分群結果中顯示,高專門化自行車騎乘者較重視人車同車廂、而低專門化騎乘者則偏好較多的班次頻率;而平均願付價格的估計結果顯示,受訪者願多付46元來換取行李放置區與98元來換取固定式停車架等停車設施服務、願付42元來換取人車同車廂服務,最後為願付25元來換取班次增加。整體而言,自行車騎乘者對於兩鐵列車服務屬性存在異質的偏好行為,故建議台鐵能針對車廂屬性進行設計,並推出差異化的服務,滿足多元自行車騎乘者所需。
英文摘要 Bicycle tourism is an increasingly important mode during vacation. However, the mobility of bicycle tourism will be affected by the remoteness from the departure to the end of the destination, so a reciprocal utilizing of bicycle and train becomes a type of new travel way. This kind of special green train is a new service for cyclist in Taiwan. Therefore, understanding cyclists’ preference in terms of green train service attributes can provide insightful information for managerial policy-making planning. The objective of this study is to valuate of cyclist’s preference and their willingness to pay for hypothetical managerial developments of the special green train service attributes, as well, to evaluate how segment of recreation specialization level of cyclists affects the different preference of service attributes.
The results indicate that within baggage area, fixed frame with special area, space for bicycle and people in same carriage, and frequency exhibit a statistically significant effect on choice probability. The negative coefficient of price indicates that the increasing levels of fares lead to a negative effect on utility and reduce the choice probability. This result fluctuation indicates that high recreation specialization cyclists and low recreation specialization cyclists demonstrate preference differences in service attributes among these two segments.
論文目次 目錄 ----------------------------------------------- V
表目錄 --------------------------------------------- VIII
圖目錄 ----------------------------------------------- IX
第一章、緒論 ----------------------------------------- 1
1.1 研究背景與動機----------------------------------- 1
1.2 研究目的 --------------------------------------- 4
1.3 研究範圍與對象 ---------------------------------- 4
1.4 研究流程 --------------------------------------- 5
1.5 論文架構 --------------------------------------- 6
第二章、自行車觀光行為與兩鐵列車服務簡介 ------------- 7
2.1 自行車觀光 ------------------------------------- 7
2.2 台灣自行車道分布 ------------------------------- 8
2.3 兩鐵環保專車簡介 ------------------------------- 9
第三章、文獻回顧 ------------------------------------- 13
3.1敘述性偏好法 ------------------------------------- 13
3.1.1 敘述性偏好法之定義與內涵 ------------------- 13
3.1.2 敘述性偏好法之優缺點 --------------------- 14
3.1.3 敘述性偏好法之實驗設計 --------------------- 14
3.1.4 敘述性偏好法衡量與分析方式 ----------------- 15
3.2個體選擇模式 ------------------------------------ 16
3.2.1 個體選擇模式 ------------------------------- 16
3.2.2 觀光休閒活動選擇行為之文獻 ----------------- 17
3.3 遊憩專門化 (Recreational Specialization) -------- 21
3.3.1專門化定義與所應用的休閒活動 ----------------- 21
3.3.2專門化衡量面項 ------------------------------- 23
3.4小結 -------------------------------------------- 25
第四章、研究方法 -------------------------------------- 27
4.1 多項羅吉特模式 (Multinomial Logit Model) -------- 27
4.1.1 選擇機率形式 ------------------------------- 27
4.1.2 模式限制 ----------------------------------- 28
4.1.3 參數估計 ----------------------------------- 29
4.2 混合羅吉特模式 (Mixed Logit Model) -------------- 29
4.2.1 選擇機率形式--------------------------------- 30
4.2.2 參數分配 ----------------------------------- 30
4.2.3 參數估計 ----------------------------------- 31
4.3 適合度檢定、屬性偏好異質性與願付價格 ----------- 31
4.3.1 適合度檢定----------------------------------- 31
4.3.2 屬性偏好異質性------------------------------- 32
4.3.3 願付價格(Willingness to pay) ---------------- 33
4.4 問卷設計 --------------------------------------- 34
4.4.1 前測問卷 ----------------------------------- 34
4.4.2 實驗設計 ----------------------------------- 35
4.5 專門化調查項目與分群方式 ----------------------- 41
4.6 正式問卷及抽樣樣本 ----------------------------- 44
第五章 實證分析 -------------------------------------- 45
5.1樣本特性 -------------------------------------- 45
5.1.1 人口統計特徵 ------------------------------- 45
5.1.2 專門化特性 --------------------------------- 47
5.2 變數設定 -------------------------------------- 49
5.2.1 兩鐵列車服務屬性 ---------------------------- 49
5.2.2 社會經濟特徵 ------------------------------- 50
5.3羅吉特模式分析結果 ------------------------------- 51
5.3.1 整體樣本之多項與混合羅吉特分析結果 --------- 51
5.3.2 專門化分群結果------------------------------- 56
5.4 模型比較 --------------------------------------- 60
5.5 願付價格 --------------------------------------- 60
第六章 結論與建議 ------------------------------------- 63
6.1 結論 ------------------------------------------- 63
6.2 建議 ------------------------------------------- 64
6.2.1台鐵兩鐵列車營運建議 ------------------------ 64
6.2.2後續研究建議 --------------------------------- 66
參考文獻 --------------------------------------------- 68
一、中文部分 ------------------------------------------ 68
二、英文部分 ------------------------------------------ 68
附錄一 前測問卷 -------------------------------------- 73
附錄二 正式問卷 -------------------------------------- 75
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