私人運具使用率過高對環境帶來負面影響，如空氣污染、噪音、溫室效應等等。為解決龐大汽機車所帶來的負面影響，各地方政府無不積極發展大眾運輸，完善公車以及捷運系統，期以降低私人運具的使用。儘管發展大眾運輸是重要的，但搭乘率若不如預期，只會造成更多的問題。本研究以高雄地區為例，以計畫行為理論為架構，整合慣性變數以及知覺服務品質變數，並利用免費電子票証的介入，探討私人運具使用者使用大眾運具的情形。
本研究以二手資料進行研究，利用高雄市交通局專題委託研究計畫於 2009 年11 月以及2009 年12 月所調查資料進行分析，此為一兩波斷面跨時資（two-wave panel data）。本研究以高雄地區的私人運具使用者為主要研究對象，經由整合第一波及第二波問卷後的有效樣本數為92 份，研究主要結論如下：一、民眾不願搭乘公車來通勤（學）的主要原因為「轉乘不方便」；而不願搭乘捷運的主要原因為「票價太貴」。二、如果將大眾運具的搭乘阻礙移除，或是有免費機制的施行，都有存在一些潛在移轉至大眾運具的民眾。三、大眾運具的搭乘行為符合TPB 之論述，若將理性因子及慣性因子同時納入迴歸模式，「態度」、「主觀規範」與「知覺行為控制」等理性因子依舊顯著且正向影響「搭乘意圖」，但「私人運具使用習慣」就不顯著了，此隱含理性因子的影響力大於慣性因子。四、高使用族群在選擇運具時的決策行為較傾向於理性，未來移轉至大眾運具的意願較高；低使用族群之運具選擇行為依舊受到私人運具使用習慣的影響，其行為較傾向於慣性，本身抗拒改變原有的行為。

The continuous growth of private vehicles usage not only brings many environmental problems, such as air pollution, noise, global warming. Many researches suggest increased use of public transportation could ease the above-mentioned problems. Despite the development of public transportation is important, but the public transportation isn’t accepted by citizens, the situation will cause more and more problems. Commuters in Kaohsiung region are the main object in the research. We combined the theory of planned behavior, the private vehicles use habit and perceived service quality to investigate the effect of an intervention designed to increase the public transportation use.
We use the secondary data which is Kaohsiung transportation bureau investigated. The study is a longitudinal study explored the effect of an intervention- a free public transport ticket on mode shift. The first and the second phase of data were collected in November 2009 and December 2009. There are 92 valid samples. The following four results could be drawn. First, the main barrier to take bus is the bed connections and the main barrier to take MRT is expensive fare. Second, when the obstacles are solved or public transportation is free ride, there is still potential for mode shift from the private vehicles users. Third, the behavior of public transit taking is consistent with the TPB. The variable of TPB has greater impact than private vehicles use habit. Last, the behavioral decision of high-use group shows more rational than low-use group. High-use group indicates a higher willingness of converting into public transportation, in contrast, low-use group is too habitual to take public transportation.

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