台灣高鐵及小汽車租賃業所提供之服務皆不可儲存，均存在剩餘容量不能被有效利用的問題。過去並沒有太多的文獻探討兩種運輸服務結合後之個體旅運選擇行為，故本研究欲將兩種不同性質之運輸業結盟，透過不同屬性及水準值之優惠方案組合，利用敘述性偏好法探討旅客的選擇行為。過去針對運具選擇行為之研究對象大多以通勤及城際往來之旅客為主，因此本研究依旅客性質，將旅客分為商務旅客及休閒旅客，瞭解不同類型的旅客對運具選擇的偏好。
傳統運具選擇模式大多僅考量個人社會經濟特性及運具特性，而未考量旅運者本身對於運具的態度及感受，故本研究採用納入心理因素的潛在變數選擇模式(Hybrid Discrete Choice Model, HDCM)，考量潛在變數對不同性質旅客選擇偏好影響。研究結果顯示，商務旅客較不偏好自行開車；休閒旅客則偏好高鐵加租車勝於自行開車。就知覺成本構面而言，商務旅客在知覺成本程度愈高者，較不偏好高鐵加租車及自行開車；而休閒旅客在知覺成本程度愈高者，較偏好高鐵加租車及自行開車。在涉入程度及資訊來源構面程度愈高的商務旅客，偏好高鐵加租車及自行開車。在知覺價值構面程度愈高的休閒旅客，較不偏好高鐵加租車及自行開車。

The purpose of this paper is to investigate the traveler’s choice behavior towards two combined perishable products services-evidence from high-speed rail (HSR) and car rental industry services. This study adopts the stated preference method to obtain the possible alternatives with combinations of attribute variable levels. According to characteristics of travelers, in order to understand choice behavior of different types of travelers, the objects of this study will be divided into business travelers and leisure tourists. This study adopts the hybrid discrete choice model (HDCM) which includes psychological factors, to investigate the impact of mode choice preference under different types of travelers. Our results indicates that the higher degree in the perceived costs of business travelers are less preferred HSR and car rental combination as well as driving by self; however, the higher degree in the perceived costs of leisure tourists prefer HSR and car rental combination as well as driving by self. The higher degree in the involvement and information source of business travelers prefer HSR and car rental combination as well as driving by self. The higher degree in the perceived value of leisure tourists are less preferred HSR and car rental combination as well as driving by self.

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