「公共運輸多元整合行動服務」(Mobility as a Service, MaaS)透過單一應用程式平臺整合票證支付、行動服務套裝及資通訊技術三方管理服務，經世界多地的實踐證實，該系統有效帶來了大眾運輸服務品質提升與運量增加。針對大眾運輸相對發達的雙北地區，為彌合當前之公共運輸「轉乘縫隙」與「服務不足」，因而提出了MaaS服務的建置，其中又以運輸服務組合，服務水準設置，成本定價等因素為方案之建構核心，直接影響民眾之服務使用。因此，本研究將使用敘述性偏好法對雙北地區619位民眾進行MaaS服務選擇偏好調查，並透過兩大偏好異質模型，混合羅吉特模型與潛在類別選擇模型之校估，更細膩地瞭解不同個體對交通行動服務(MaaS)之訂閱使用意願及方案屬性偏好。
根據混合羅吉特模式之估計，受訪者普遍傾向以較低的方案成本納入計程車與共享機車服務，對於共享單車服務則因個體之異質情形而有不同的選擇偏好。對於整體方案之訂閱，除了受到可觀測人口統計變數的影響外，還因個體之運具使用態度不同而有所差異。而在潛在類別選擇模型之分析中，綠色旅運者、小客車獨立使用者皆對三項運輸服務持正向偏好並對成本屬性持負向偏好，而複合運輸使用者僅傾向使用大眾運輸和共享單車，並願意付出較高的成本以獲得適切的方案。在願付價格方面，整體受訪者對計程車、共享機車與共享單車之願付價格分別為80元、8元及2.7元。而其他異質族群在個人特性與偏好差異的影響下，呈現出不同的支付意願。
在後續之服務推廣上，建議針對上述分析結果提供多元差異化方案，並針對高購買機率之綠色旅運者與複合運輸旅運者作重點行銷。

Mobility as a service (MaaS) which describes the integration and management of the ticket and payment, mobility package, ICT service in the passenger transportation market into a single platform. Aiming at bridging the gap of intermodal trips and rendering the use of public transport more efficient in Greater Taipei,MaaS thus bring up as an innovative solution to these issues. A stated choice survey of 691 individuals administered via face-to-face as well as web-based method is conducted in Taipei and New Taipei City. A mixed logit model is estimated to investigates the potential uptake of MaaS and the preferences for the transport services.Results indicate that respondents widely include taxi and scootersharing to the scheme in a relative low price while heterogenous preferences is found in bikesharing. The analysis of the latent class choice model revealed that the Intermodalers merely incline to adopt bikesharing to their scheme and are willing to spend more on specifis schemes. To make the MaaS attractive to consumers,varies schemes are required to cater the heterogenous taste of the consumers.Marketing should address on Green travelers and Intermodalers who has higher purchase probabilities.

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