科技網路快速發展延伸出許多新興的消費型態，許多企業開始大量引進複合通路之概念，運輸產業亦然，然過去卻少有文獻針對運輸產業之複合通路進行探討。本研究以台灣高鐵為分析對象，探討影響旅客選擇售票通路之因素，分析不同旅客族群對於通路選擇之行為差異，並進而了解其對於不同通路性及通路組合之願付價格。本研究以敘述性偏好為理論基
礎，利用混合羅吉特進行實證分析。
本研究結果發現通路方便性、可及性、退換票多元性及手續費確實影響旅客選擇通路之因素，且不同社經背景或不同旅次目的之旅客亦會有不同之通路選擇情形。研究結果顯示通路特性對於休閒遊憩旅次旅客之效用影響值最大；而在願付價格部分，不同通路特性中旅客對於退換票多元性之願付價格為最高，不同旅次目的下則以商務旅次對於各個通路特性之願付價格為最高。本研究根據上述發現，對於台灣高鐵提出多項管理及未來通路發展之建議，本研究結果亦可延伸作為其他運輸產業發展售票通路之研究基礎。

In today’s digital word, more and more firms via multi-channel sell their products or service to expand market base, increase profit and customer retention. With such advantage, transportation operators adopted multi-channel strategy as well, yet few transportation studies have investigated ticket channel-related issues. This research take the example of Taiwan High Speed Rail to in identify passengers’ perceptions regarding key factors that affect the channel choice through which they receive their service. In addition, this study also examined the willingness to pay for channel usage for certain types of passengers.

The findings of our study demonstrate that time to buy tickets, travel time arrived channel, the way of returned tickets, and fee are critical factors influencing passengers’ channel choice. Specifically, In terms of another channel factors, the way of returned tickets impact passengers channel choice most. This study also estimate passengers’ willing to pay for channel factor, the willingness to pay for time to buy tickets is NT 2.007 dollars per minute, travel time arrived channel is NT 1.303 dollars per minute, the way of returned tickets is NT 9.573.The conclusions of this study have implications for the management of HSR and may also be generalized to the application of multiple distribution channels on other transportation industries.

1.李奇，1992，「敘述性偏好模式與顯示性偏好模式比較之研究」，碩士論文，國立 成功大學交通管理科學研究所碩士論文。
2.邱裕鈞、溫傑華、陳一昌、賴筱婷、喻世祥、葉祖宏(2009)，「建構汽機車傳統與替代能源車型之整合選擇模式」，中華民國運輸學會學術論文研討會，頁73-96。
3.段良雄、劉慧燕(1996)。敘述偏好模式之實驗設計與校估方法。運輸計劃季刊，25(1)，1-44。
4.凌瑞賢(2004)，運輸規劃原理與實務，初版，台北：鼎和國際工程顧問公司。

1. Anne T. Coughlan (1987), “ Distribution channel choice in a market with complementary goods”, International Journal of Research in Marketing, 4(2), pp85-97.
2. Arun Sharma, Anuj Mehrotra (2007), “Choosing an optimal channel mix in multichannel environments”, Industrial Marketing Management, 36(1), pp21-28.
3. Arvind Rangaswamy, Gerrit H. Van Bruggen (2005), “ Opportunities and challenges in multichannel marketing: an introduction to the special issue”, Journal of Interactive Marketing, 19 (2), pp5–11.
4. Asad J. Khattak, Youngbin Yim, Linda Stalker Prokopy (2003), “Willingness to pay for travel information”, Transportation Research Part C: Emerging Technologies, 11(2), pp137–159.
5. Aydın Alptekinoğlu, Christopher S. Tang (2005), “A model for analyzing multi-channel distribution systems”, European Journal of Operational Research, 13 (3), pp802–824.
6. Bagozzi, R.P., Rosa, J. A., Celly, K.S., Coronel,F.,Coronel, F.F.(1998) Marketing Management, New Jersey :Prentice-Hall.
7. Balasubramanian, Sridhar, Rajagopal Raghunathan, Vijay Mahajan (2005), “Consumers in a Multi-channel Environment: Product Utility, Process Utility, and Channel Choice”, Journal of Interactive Marketing, 19(2), pp12-30.
8. Bert Rosenbloom (2007), “Multi-channel strategy in business-to-business markets: prospects and problems”, Industrial Marketing Management, 36(1), pp.4-9.
9. Bonwoo Koo, Benny Mantin, Peter O'Connor (2011), “Online distribution of airline tickets: Should airlines adopt a single or a multi-channel approach? ” , Tourism Management, 32(1), pp69-74.
10. Brand Daniel, Parody Thomas E, Hsu Poh Ser, Tierney Kevin F (1992), “Forecasting High-Speed Rail Ridership”, Transportation Research Record, 1341, pp12-18.
11. Brettel Malte, Engelen Andreas, Müller Thomas, Schilke Oliver (2011), “Distribution channel choice of new entrepreneurial ventures”, Entrepreneurship Theory and Practice, 35(4), pp683-708.
12. Bruce D.Weinberg,Salvatore Parise,PatriciaJ.Guinan(2007), “Multichannel marketing: mindset and program development”, Business Horizons, 50 (5), pp385–394.
13. Bucklin Louis P, Venkatram Ramaswamy, Sumit Majumdar (1996), “AnalyzingChannel Structures of Business Markets via the Structure-Output Paradigm”,International Journal of Research in Marketing, 13(1), pp73-87.
14. Bucklin, Louis P. (1966), A Theory of Distribution Channel Structure, Berkeley, CA, IBER Special Publications.
15. Carla Ruiz-Maféa, Silvia Sanz-Blasa, Joaquín Aldás-Manzanob (2004), “Drivers and barriers to online airline ticket purchasing, ”, Journal of Air Transport Management, 15(6), pp294-298.
16. Caroline Wiertz, ko de ruyter, Sandra Streukens (2004), “Cooperating for service excellence in multichannel service systems: An empirical assessment”, Journal of Business Research, 57(4), pp424-436.
17. Chao-Hsiun Tang, Jin-Tan Liu, Ching-Wen Chang, Wen-Ying Chang (2007), “Willingness to pay for drug abuse treatment: Results from a contingent valuation study in Taiwan”, Health Policy, 82(2), pp251-262.
18. Cumhur Erdem, İsmail Şentürk, Türker Şimşek (2010), “Identifying the Factors Affecting the Willingness to Pay for Fuel-Efficient Vehicles in Turkey: A Case of Hybrids”, Energy Policy, 38(6), pp3038–43.
19. Daniel McFadden, Kenneth Train (2000), “Mixed MNL Model for Discrete Response”, Journal of Applied Econometrics, 15, pp447-470.
20. David A Henshera, Phil Goodwin (2004), “Using values of travel time savings for toll roads: avoiding some common errors”, Transport Policy, Elsevier, 11(2), pp171-181.
21. David A. Hensher (2004), “ Identifying the Influence of Stated Choice Design Dimensionality on Willingness to Pay for Travel Time Savings”, Journal of Transport Economics and Policy, 38(3), pp425-446.
22. David A. Hensher, Peter O. Barnard, Truong P. Troung (1988), “The Role of Stated Preference Methods in Studies of Travel Choice”, Journal of Transport Economics and Policy, 22, pp45-58.
23. David A. Hensher, William H. Greene (2003), “The Mixed Logit Model: The State of Practice”, Transportation, 30(2), pp133-176.
24. David A. Hensher, William H. Greene (2011), “Valuation of Travel Time Savings in WTP and Preference Space in the Presence of Taste and Scale Heterogeneity”, Journal of Transport Economics and Policy, 45(3), pp505-525.
25. David Brownstonea, Arindam Ghoshb, Thomas F Golobc, Camilla Kazimid, Dirk Van Amelsforte (2003), “Drivers’ willingnessto-pay to reduce travel time: Evidence from the San Diego I-15 congestion pricing project”, Transportation Research Part A, 37(4), pp373-387.
26. David Revelt, Kenneth Train (1998), “Mixed Logit with Repeated Choice”, Review of Economics and Staristics, 80, pp647-657.
27. Denise D. Schoenbachler, Geoffrey L. Gordon (2002), “Multi-channel shopping: Understanding what drives channel choice”. Journal of Consumer Marketing, 19(1), pp42-53.
28. Dimitris Potoglou, Pavlos S. Kanaroglou (2007), “Household demand and willingness to pay for clean vehicles”, Transportation Research Part D: Transport and Environment, 12(4), pp264-274.
29. Douglas G. Pearce, Raewyn Tan (2004), “ Distribution channels for heritage and cultural tourism in New Zealand”, Asia Pacific Journal of Tourism Research, 9(3) , pp225-237.
30. Elliot Bendoly, James D. Blocher, Kurt M. Bretthauer, Shanker Krishnan, M. A. Venkataramanan, (2005), “ Online /in-store integration and customer retention”, Journal of Service Research, 7(4), pp313-327.
31. Enrique Bignéa, Blanca Hernándezb, Carla Ruiza, Luisa Andreua (2010), “How motivation, opportunity and ability can drive online airline ticket purchases”, Journal of Air Transport Management, 16(6), pp346-349.
32. Eric J.E. Molina, Harry J.P. Timmermansb (2006), “Traveler expectations and willingness-to-pay for Web-enabled public transport information services”, Transportation Research Part C: Emerging Technologies, 14(2), pp57–67.
33. Eric Pelsa, Peter Nijkamp, Piet Rietveld (2003), “Access to and competition between airports: a case study for the San Francisco Bay area”. Transportation Research Part A: Policy and Practice, 37(1), pp71-83.
34. Eric Pelsa, Peter Nijkampa, Piet Rietvelda (2001), “Airport and airline choice in a multi-airport region: an empirical analysis for the San Francisco bay area”, Regional Studies. 35(1), pp1-9.
35. Fariba Alamdari, Keith Mason (2006), “The future of airline distribution”, Journal of Air Transport Management, 12 (3), pp122–134.
36. Fariba E. Alamdaria , Ian G. Blacka (1992), “ Passengers' choice of airline under competition: the use of the logit model”, Transport Reviews: A Transnational Transdisciplinary Journal, 12 (2), pp153-170.
37. Frew, Andrew J, O'Connor, P. (2004), “Evaluating Hotel Electronic Channels of Distribution: The Corporate Perspective”, International Journal of Hospitality Information Technology, 3(2), pp17-38.
38. Gensler Sonja, Dekimpe M. G., Skiera Bernd (2008), “Evaluating channel performance in multi-channel environments”, Journal of Retailing and Consumer Service, 14(1), pp17-23.
39. Ghobrial Atef (1989), “Competition between U.S. And foreign air carriers: An econometric approach atef ghobrial”, International Journal of Transport Economics, 16(1), pp19-33
40. Gregory M. Coldren, Frank S. Koppelman (2005), “Modeling the competition among air-travel itinerary shares: GEV model development”, Transportation Research Part A: Policy and Practice, 39 (4), pp345–365.
41. Gregory M. Coldren, Frank S. Koppelman (2005), “Modeling the proximate covariance property of air travel itineraries along the time-of-day dimension”, Transportation Research Record,1915, pp 112–123.
42. James A. Narus, James C. Anderson (1996), “Rethinking distribution：Adaptive Channels”, Harvard Business Review, pp112-120.
43. Jayoung Choi, Jihye Park (2006), “Multichannel retailing in Korea: Effects of shopping orientations and information seeking patterns on channel choice behavior”, International Journal of Retail & Distribution Management, 34(8), pp577-596.
44. Joaquín Aldás‐Manzano, Carla Ruiz‐Mafé, Silvia Sanz‐Blas (2009), “Exploring individual personality factors as drivers of M‐shopping acceptance”, Industrial Management & Data Systems, 109 (6), pp.739 - 757
45. Juan de Dios Ortúzar, Gonzalo Rodrı́guez (2002), “Valuing reductions in environmental pollution in a residential location context”, Transportation Research Part D: Transport and Environment, 7(6), pp407-427.
46. Karen A. Smith (2007), “Distribution channels for events: Supply and demand-side perspectives”, Journal of Vacation Marketing, 13(4), pp321-338.
47. Kimon Proussaloglou, Frank S. Koppelman (1995), “ Air Carrier Demand: An Analysis of Market Share Determinants”,Transportation, 22 (4), pp371-388.
48. Kimon Proussaloglou, Frank S. Koppelman (1999), “The Choice of Air Carrier, Flight, and Fare Class”, Journal of Air Transport Management, 5(4), pp93-201.
49. Kolter, P., 2003. Marketing Management, New Jersey: Prentice-Hall.
50. Kroes, E.P. and Sheldon, R.J., (1988), “Stated preference methods: an introduction”, Journal of Transport Economics and Policy, 22(1), pp11-25.
51. Luis I. Rizzi, Juan de Dios Ortúzar (2003), “Stated preference in the valuation of interurban road safety”, Accident Analysis and Prevention , 35(1), pp9–22
52. Mandy Ryan, Sarah Wordsworth (2000), “Sensitinity of Willingness to Pay Estimates of Attributes in Discrete Choice Experiments”. Journal of Political Economy, 47(5), pp504-524.
53. Marcel van Birgelena, Ad de Jongb, Ko de Ruytera (2006), “Multi-channel service retailing: The effects of channel performance satisfaction on behavioral intentions”, Journal of Retailing, 82(4), pp367-377.
54. Marka, T. L. and Swait, J. (2004), “Using stated preference and revealed preference modeling to evaluate prescribing decision”, Health Economics, 13(6), pp563-573.
55. Merino Castelló, Anna, (2003), “Eliciting Consumers Preferences Using Stated Preference Discrete Choice Models: Contingent Ranking versus Choice Experiment. ”
56. Merlin Stone, Matt Hobbs, Mahnaz Khaleeli (2002), “Multichannel customer management: The benefits and challenges”.Journal of Database Marketing, 10(1), pp39-52.
57. Michael Chiam, Geoffrey Soutar, Alvin Yeo (2009), “Online and off-line travel packages preferences: A conjoint analysis ”, International Journal of Tourism Research, 11(1), pp31-40.
58. Michael K. Hidrue, George R. Parsons, Willett Kempton, Meryl P. Gardner (2011), “Willingness to Pay for Electric Vehicles and Their Attributes”, Resource and Energy Economics, 33(3), pp686-705.
59. Mitzi M. Montoya-Weiss, Glenn B. Voss, Dhruv Grewal (2003), “Determinants of online channel use and overall satisfaction with a relational, multichannel service provider”, Academy of Marketing Science, 31(4), pp448-458.
60. Mogens Fosgeraua, Thomas Bue Bjørnerb (2006), “Joint models for noise annoyance and willingness to pay for road noise reduction”, Transportation Research. Part B: Methodological, 40(2), pp164-178.
61. Moon Gil Yoon, Duk Young Yoon, Tae Won Yang (2006), “Impact of e-business on air travel markets: distribution of airline tickets in Korea” , Journal of Air Transport Management, 12 (5), pp253-26.
62. Nick Hanley, Gary Koop, Begoña Álvarez-Farizo, Robert E. Wright, Ceara Nevin (2001), “Go Climb a Mountain: An Application of Recreational Demand Models to Rock Climbing”, Journal of Agricultural Economics, 52(1), pp36-51.
63. Niels A.H. Agatz, Moritz Fleischmann, Jo A.E.E. van Nunen, (2008), “E-fulfillment and multi-channel distribution – a review”, European Journal of Operational Research, 187 (2), pp339–356.
64. Paul Nunes, Frank V. Cespedes (2003), “The customer has escaped”, Harvard Business Review, 81 (11), pp96–105.
65. Paula Iragüen, Juan de Dios Ortúzar (2004), “Willingness-to-pay for reducing fatal accident risk in urban areas: An Internet-based web page stated preference survey”, Accident Analysis and Prevention, 36(4), pp 513-524.
66. Payne Adrian, Frow Pennie (2005), “A Strategic Framework for Customer Relationship Management”, Journal of Marketing, 69(4), pp167-176.
67. Pearmain. D, (1991), Stated Preference Techniques: A Guide to Practice, Second Edition, Steer Davies Gleave and Hague Consulting Group.
68. Peter O’Connor, Andrew J. Frew (2004), “An evaluation methodology for hotel electronic channels of distribution”, International Journal of Hospitality Management, 23(2), pp179-199.
69. Rajkumar Venkatesan, V. Kumar, Nalini Ravishanker (2007), Mutichannel shopping: Causes and consequences”, Journal of Marketing, 71(2), pp114-132.
70. Raquel Espino, Juan Carlos Martín, Concepción Román (2008), “Analyzing the effect of preference heterogeneity on willingness to pay for improving service quality in an airline choice context”, Transportation Research Part E: Logistics and Transportation Review,44(4), pp593–606.
71. Raquel Espino, Juan Carlos Martín, Concepción Román, 2008, “Analyzing the effect of preference heterogeneity on willingness to pay for improving service quality in an airline choice context”, Transportation Research Part E: Logistics and Transportation Review, 44(4), pp593–606.
72. Rose John M., Bliemer Michiel C.J., Hensher David A., Collins Andrew T., (2005), “Designing efficient stated choice experiments involving respondent based reference alternatives”, Working paper, Institute of Transport and Logistics Studies, University of Sydney.
73. Rowland T. Moriarty, Ursula Moran, (1990), “Managing hybrid marketing systems”, Harvard Business Review, 68(6), pp146-156.
74. Ruud T. Frambach, Henk C. A. Roest, Trichy V. Krishnan (2007), “The impact of consumer Internet experience on channel preference and usage intentions across the different stages of the buying process”, Journal of Interactive Marketing , 21 (2), pp26–41.
75. Ruud T. Frambach, Henk C.A. Roest, Trichy V. Krishnan (2007), “The Impact of Consumer Internet Experience on Channel Preference and Usage Intentions Across the Different Stages of the Buying Process”, Journal of Interactive Marketing, 21(2) , pp26-41
76. Satoshi Fujiia, Tommy Gärlingb (2003), “Application of attitude theory for improved predictive accuracy of stated preference methods in travel demand analysis”, Transportation Research Part A: Policy and Practice, 37(4), pp389–402.
77. Sebastian van Baal, Christian Dach (2005), “Free riding and customer retention across retailers’ channels”, Journal of Interactive Marketing, 19(2), pp75-85.
78. Sendy Faraga, Tim Schwanena, Martin Dijsta, Jan Faberb (2007), “Shopping online and/or in-store? A structural equation model of the relationships between e-shopping and in-store shopping”, Transportation Research Part A : Policy and Practice, 41(2), pp125-141.
79. Stephane Hess, John W. Polak (2006), “Exploring the potential for cross-nesting structures in airport-choice analysis: A case-study of the Greater London area”, Transportation Research Part E: Logistics and Transportation Review, 42 (2). pp. 63-81.
80. Stern, L., El-Ansary, A., Coughlan, A. T. (1996), Marketing Channels, Englewood Cliffs, NJ: Prentice-Hall.
81. Susana Mourato, Bob Saynor, David Hart (2003), “Greening London's black cabs: a study of driver's preferences for fuel cell taxis”, Energy Policy, 32(5), pp685-695.
82. Swati Dabas, Kamal Manaktola (2007), “Managing reservation through online distribution channels: An insight into mid-segment hotels in India International Journal of Contemporary Hospitality Management, 19(5), pp388-396.
83. Thomas Adler, C. Falzarano, Gregory Spitz (2005),“Modeling service trade-offs in air itinerary choices”, Transportation Research Record: Journal of the Transportation Research Board ,1915, pp 20–26.
84. Thomas Jay Adler, Lidia P. Kostyniuk, Chris Kavalec, Gary Occhuizzo (2003), “Incentives for Alternate Fuel Vehicles: A Large-Scale Stated Preference Experiment”, Proceedings of the 10th International Conference on Travel Behaviour Research, August 10–15, Lucerne.
85. Train, K. (2003), Discrete Choice Mrthod with Simulation, Cambridge University Press.
86. V. Kumar, Rajkumar Venkatesan (2005), “Who are the multichannel shoppers and how do that perform? Correlates of multichannel shopping behavior”, Journal of Interactive Marketing, 19(2), pp44-62.
87. Valdemar Warburg, Chandra Bhat, Thomas Adler (2006), “Modeling demographic and unobserved heterogeneity in air passengers’ sensitivity to service attributes in itinerary choice”, Transportation Research Record, 1951, pp7–16.
88. Vaneet Sethi, Frank S. Koppelman (2000), “Incorporating Complex Substitution Patterns and Variance Scaling in Long Distance Travel Choice Models”, IATBR paper.
89. X. J. Wang, W. Zhang, Y. Li, K. Z. Yang, M. Bai (2006), “Air Quality Improvement Estimation and Assessment Using Contingent Valuation Method, a Case Study in Beijing”, Environmental Monitoring and Assessment, 120, pp153-168.
90. Yung-Hsiang Cheng, Ting-Yu Huang (2014), “High speed rail passenger segmentation and ticketing channel preference”, Transportation Research Part A: Policy and Practice, 66, pp27-143.