台灣高鐵於2017年10月推出個人化會員，但會員機制尚未建置完整，且鐵路運輸業會員制相關文獻甚少，探討多以客觀方案屬性變數為主，沒有考慮到心裡潛在變數。因此本研究以高鐵使用者的角度，探討影響旅客加入高鐵個人化會員之心理潛在變數與客觀方案屬性變數，並進一步探討進階會員選擇行為。
心理潛在變數方面，本研究採用行為推理理論，採用理由構面與拒絕理由構面分別加入創新採用與創新抵制之項目，以了解正向與反向的加入會員意願，並以結構方程模式進行衡量。客觀方案屬性變數方面，採用個體選擇模式，了解社會經濟變數如何影響加入會員與否的選擇行為。接著使用潛在變數選擇模式將兩者結合，探討心理因素對於選擇行為的影響程度。最後使用價格彈性分析與敏感度分析了解特定屬性變數變動程度對於方案選擇機率帶來的消長。
研究結果顯示，心理潛在方面的採用與拒絕理由中，「節省金錢」、「愉快性」、「易用性」以及「財務風險」會影響加入意願。而客觀方案屬性變數中的個體選擇模式，發現每月可支配所得達三萬以上、每年搭乘高鐵次數四次以上之旅客偏好加入會員；而每月可支配所得達五萬以上、每年搭乘高鐵次數十二次以上之旅客偏好加入會員偏好加入進階會員。潛在變數選擇行為中，「節省金錢」、「易用性」、「隱私權風險」等心理因素會影響選擇行為。最後彈性與敏感度分析亦發現會員折扣會大幅影響加入會員與否的選擇機率。本研究結果可作為台灣高鐵會員設計之參考。

This study aims to explore the factors affecting passengers’ usage intention of applying Taiwan High Speed Rail’s individual membership, and the choice behavior for upgrading to the advanced membership from THSR users’ point of view.
For exploring the effect of psychological factors on choice behavior, we utilized the hybrid discrete choice model to combine the latent variable model and discrete choice model. In the latent variable part, this study investigated specific reasons for applying or not on Behavioral Reasoning Theory (BRT) and structural equation modeling; and in the part of objective variable, binary logit models of discrete choice model was employed. Further, this study investigates the choice behavior of upgrading to the advanced membership on multinomial logit model.
The findings of this research demonstrate that monetary savings, ease of use and privacy risk barriers are critical factors influencing passengers’ applying intention. Also, when passenger’s income was over 30,000 NTD, frequency of ridership were over 4 times per year, passenger would prefer applying THSR membership; moreover, when their income was over 50,000 NTD, frequency of ridership were over 12 times per year, they would prefer upgrading to advanced THSR membership. Sensitive analysis indicated that discount had the greatest influence. The conclusion of this study has implications for customer segmentation and membership design of THSR or other transportation industries.

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