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| 論文名稱 | The Effect of Free Bus Ticket Policy on Bus Taking Behaviors of Motorcyclists: Examining from the Electronic Ticket |
| 研討會開始日期 | 2016-05-27 |
| 研討會結束日期 | 2018-05-29 |
| 所有作者 | Lai, Wen Tai; Sheu, Huai Zhi |
| 作者順序 | 第二作者 |
| 通訊作者 | 是 |
| 研討會名稱 | 11th Asia Pacific Transportation Development Conference and 29th ICTPA Annual Conference |
| 是否具有對外公開徵稿及審稿制度 | 是 |
| 研討會舉行之國家 | NATTWN-中華民國 |
| 研討會舉行之城市 | Hsinchu |
| 發表年份 | 2016 |
| 所屬計劃案 | 無 |
| 可公開文檔 |
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| 可公開文檔 | |
| 可公開文檔 | |
| 附件 |
Free Bus英文投稿中文稿.pdf
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[摘要] :
在大眾運輸硬體建設曠日費時且建設經費龐大之囿限下，藉由免費公車的行銷策略來提升公車運量，於國內已漸受重視且有案例陸續實施。為探討其實施效果，本研究針對機車通勤族實地發放免費公車之電子票證，並採問卷方式量測免費電子票證提供前、後之大眾運具使用頻次與心理潛在變數。實證分析結果顯示，傳統採問卷方式所衡量運具使用情形與由電子票證記錄之實際搭乘情形存在著差異；免費公車對改變機車通勤族之公車使用頻次與心理潛在變數（「意向」、「習慣」）雖有若干效果但並不明顯。至於影響公車使用頻次之因子方面，「意向」變數之影響效果較「習慣」變數顯著，惟機車使用「習慣」對公車使用「意向」-「行為」具顯著之調節效果，即機車使用「習慣」之增強會降低「意向」對公車使用行為的影響效果。
[英文摘要] :
Due to the budget constraints of public transportation and times-spending on constructing the infrastructure, an efficient transportation policy is important for any government. The free-bus-pass was considered as one approach to increase the bus-ridership as well as a marketing strategy in the urban Taiwan. However, there are few researches involving in analyzing the difference of before/after when a bus-taking policy is implementing. This research is focusing on the frequency and psychological perceptions by using the sample of motorcyclists who were given a one-month free electronic pass as a mechanism to evaluate. The results reveal a significant difference in frequency between self-reported survey data and e-ticket data, and an insignificant effects of free-bus-pass on bus-taking-frequency and psychological variables (e.g. intention and habit). Thus, “intention” appears to have greater influence than “habit” on bus-taker in terms of frequency. In addition, motorcyclists consider “habit” as an important factor that demonstrates a moderating effect on the intention-behavior relationship of bus-taking pattern; imply which a stronger motorcyclist-riding habit will decrease the bus-taking intention.
[參考文獻] :
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