在高度競爭的服務業中，行銷研究者一直非常重視消費者行為模式的建構。雖然過去已經有許多這方面的研究，但這些研究有部分缺點，包括了缺乏市場的區隔、架構上缺乏完整性以及缺乏大眾服務業方面的實證研究。
　　本研究首先建立可以應用在台鐵的研究模式；接著探討在區隔出的六個市場中，影響行為意向的因素是否有所不同。根據前述的目的，本研究回顧相關的研究並提出研究假說，接著利用人口統計及行為變數區隔市場。資料則是利用面對面問卷調查的方式，在台鐵台南車站進行兩星期的調查。最後本研究利用單向變異數分析選擇能有效區隔市場的變數，並利用結構方程模式進行模式配適及校估。
研究結果包括：（1）乘客的行為意向在不同的搭乘頻率及年齡下有所不同，所以此二變數可用來區隔市場；（2）在不同區隔市場中，行為意向及其影響變數之間的關係有所差異；（3）服務價值在所有區隔市場中都會對行為意向造成影響；（4）在高齡乘客市場中，滿意度不會對行為意向造成影響；（5）在高頻率的火車搭乘者中，移轉障礙對行為意向有顯著影響。
　　本研究依據結果提出一些管理上的建議：（1）由於服務價值非常重要，可以利用降低票價或減少車上旅行時間的方式增加服務價值；（2）台鐵必須找出對乘客而言最重要的服務項目，並盡力改善之；（3）台鐵應該建立真正的忠誠度，而非太過依賴移轉障礙來留住乘客。

　　Modeling consumer behavior for predictive purpose has been a primary concern of marketing researchers in the highly competitive service industry. Although considerable amount of studies have been done, there are still some weaknesses: lack of market segmentation, lack of integrity on the structure of behavioral intentions and insufficient of empirical studies on mass services.
　　This study first aims to build a research model, which is applied to identify the factors affecting passengers’ behavioral intentions of Taiwan Railway Administration (TRA). Then this study investigates whether the antecedent factors of behavioral intentions differ among the six identified segments. Accordingly, this study reviews the related researches and proposes hypotheses. Then segments the market with demographic and behavioral variables. Data is collected via a face-to-face questionnaire survey at Tainan train station within two weeks. Finally, one-way ANOVA analysis is used to choose categorical variables that segment the market effectively. Method of structural equation modeling (SEM) is utilized for model fittings and calibrations afterward.
　　Research findings are reported as follows. (1) Passengers’ behavioral intentions differed under different use frequency and age. As a result, these two categorical variables can be used for market segmentation. (2) The relationships between behavioral intentions and the antecedent factors vary among different customer segments (3) Service value has the key impact on behavioral intentions, since it is significant in all segmenting markets. (4) Satisfaction has no influence on behavioral intentions of the aged. (5) Switching barriers are important antecedent factors of behavioral intentions for frequent train users.
　　Based on the results, this study presents several suggestions. First, since service value is most important, setting lower fares or reducing in vehicle time are methods for increasing service value. Second, TRA has to figure out the aspect of service that is most important to passengers and then try hard to improve it. Finally, true attitudinal loyalty should be established, rather than relying on switching barriers too much.

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