在新技術的支持下，交通行動服務（MaaS）被視為能夠鼓勵人們使用公共交通的有效方案，進而達到永續交通的目的。儘管MaaS最近引起了研究關注，但以前的研究大多是描述性的，缺乏從實際用戶角度提供的證據。因此，本研究提出了一個概念模型以理解MaaS用戶的知覺服務特性、知覺價值、滿意度和行為意圖之間的關係，並使用從台灣MaaS實際用戶收集的調查樣本對模型進行實證檢驗。為了獲得更深入的了解，我們將MaaS服務系統分為兩個主要部分，即服務平台和移動服務，並評估用戶對各個服務特性的看法。
本研究對實際使用MeN Go (台灣的MaaS計畫)的受訪者進行了調查並收集了435份有效樣本來對提出的模型進行實證研究。結果表明，僅平台服務的資訊性對知覺平台價值具有正向影響，而交易便利性沒有影響。移動服務的經濟效益和移動便利性對知覺移動價值有正向影響。知覺平台價值和知覺移動價值都對用戶滿意度有正向影響，進而導致正向的行為意圖。僅知覺移動價值會對行為意圖有正向的直接影響，而知覺平台價值則不會。關於干擾效果，階層回歸分析的結果表明，知覺能力會干擾交易便利性與知覺平台價值之間的關係，而隱私問題會干擾資訊性與知覺平台價值之間的關係。本研究將針對結果進行討論並提供管理意涵以及未來研究的建議。

With the support of new technology, Mobility as a Service (MaaS) is viewed as an effective solution to encourage people using public transportation, and in turn achieving the purpose of sustainable transport. While MaaS has attracted research attention recently, previous studies are by and large descriptive and lack in providing the evidence from the actual user perspective. This study proposes a conceptual model to understand the relationships between perceived service quality, perceived value, satisfaction and behavioral intention of MaaS users, and empirically examines the model by using a survey sample collected from actual users of MaaS in Taiwan. To obtain a holistic and deeper understanding, we classify the MaaS service system into two major components, i.e. service platform and mobility service and measure the users’ perceptions of the respective service features.
We use a survey data consisting of 435 respondents who are actual users of MeN Go, a MaaS scheme operating in Taiwan to empirically examine the proposed model. Results show that only does informativeness of platform service have a positive effect on perceived platform value but not transaction convenience. Economic benefit and mobility convenience of mobility service have positive effects on perceived mobility value. Both perceived platform value and perceived mobility value have positive effects on user satisfaction, in turn lead to positive behavioral intention. Only does perceived mobility value have a positive direct effect on behavioral intention, but perceived platform value doesn’t. Regarding the moderating effects, results from hierarchical regression analysis show that perceived ability moderates the relationship between transaction convenience and perceived platform value while privacy concern moderates the relationship between informativeness and perceived platform value. Implications and suggestions for future research are also discussed.

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