隨著臺灣高速公路交通量持續成長及服務區功能日益多元，尖峰時段常面臨停車位供不應求問題，造成車輛回堵、停車等候及服務品質下降。目前國內服務區全面採行免費停車制度，缺乏價格機制調節需求，導致部分車輛長時間占用車位，降低停車資源使用效率。因此，本研究探討高速公路用路人對服務區停車收費措施之願付價格（Willingness to Pay, WTP）及其影響因素，作為未來停車政策規劃之參考。
本研究採用條件評估法之雙界二分選擇法設計問卷，建構「1小時免費後計時收費」、「2小時免費後計時收費」及「預約保證車位計次收費」三種情境，並於國道1號西螺服務區及國道3號西湖服務區進行實地調查，另透過線上問卷蒐集資料，共獲得693份有效樣本。研究方法包括因素分析、差異性檢定、羅吉特模式（Logit Model）及市場區隔分析，以探討不同收費情境下之支付意願及其影響因素。
研究結果顯示，三種情境之平均願付價格分別為39.02元／小時、46.80元／小時及66.57元／次。其中，「2小時免費後計時收費」情境之願付價格高於「1小時免費後計時收費」情境，顯示適度延長免費停留時間有助提升收費措施之接受度。另於「預約保證車位」情境下，受訪者亦展現一定程度之支付意願，反映部分用路人願意透過付費方式換取停車確定性與便利性，顯示尖峰時段停車資源具有潛在市場價值。
在影響因素方面，「收費接受度」及「政策執行信任」對支付意願具有顯著正向影響，「移轉傾向」則呈顯著負向影響。此外，家庭月收入及停車等候時間愈高者，其願付價格亦相對較高。市場區隔分析顯示，不同族群之支付意願具有異質性，各子樣本模型之顯著影響因素亦有所不同，可作為後續差別化停車管理策略之參考。
綜合而言，本研究建議未來可優先採行「一定時間內免費、超時後收費」之停車管理模式，並逐步導入預約停車、智慧停車管理及差別化收費機制，以提升停車資源配置效率、改善服務區停車秩序，並兼顧政策接受度與使用公平性。

Parking shortages at freeway service areas have become an increasingly critical transportation issue in Taiwan as freeway traffic demand continues to grow and service area functions become increasingly diversified. The current free parking policy has resulted in prolonged parking occupancy, low parking turnover, and severe congestion during peak periods, thereby reducing operational efficiency and service quality. This study aims to quantify freeway users' willingness to pay (WTP) for parking pricing at freeway service areas and to investigate the socioeconomic and psychological factors influencing their willingness to pay.
Questionnaire data were collected through on-site and online surveys, yielding 693 valid questionnaires for empirical analysis. The Double-Bounded Dichotomous Choice (DBDC) Contingent Valuation Method (CVM) was adopted to quantify users' willingness to pay under three hypothetical parking pricing scenarios: (1) hourly charging after one hour of free parking, (2) hourly charging after two hours of free parking, and (3) reservation-based guaranteed parking service with a flat-rate fee. Descriptive statistics, exploratory factor analysis, independent-sample tests, binary logit models, and market segmentation analysis were employed to examine respondents' behavioral characteristics and identify the factors influencing WTP.
The estimated average WTP values were NT$39.02 per hour, NT$46.80 per hour, and NT$66.57 per use for the three scenarios, respectively. The results indicate that extending the free parking period significantly improves users' acceptance of parking charges, while reservation-based guaranteed parking service provides additional value by ensuring parking availability and convenience during periods of high demand. Charging acceptance, trust in policy implementation, household monthly income, and parking waiting time positively influenced WTP, whereas behavioral adaptation tendency was negatively associated with WTP. The findings suggest that integrating an appropriate free parking period, time-based parking charges, reservation-based guaranteed parking service, and transparent revenue allocation can improve parking efficiency while maintaining public acceptance, thereby providing valuable empirical evidence to support the development of future parking pricing and management policies for freeway service areas.

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網路文獻
政府資料開放平臺，https://data.gov.tw/
交通部高速公路局交通資料庫，https://tisvcloud.freeway.gov.tw/
高速公路及快速公路交通管制規則，https://law.moj.gov.tw/LawClass/LawAll.aspx?pcode=K0040019
交通部公路局統計查詢網，https://stat.thb.gov.tw/hb01/webMain.aspx?sys=100&funid=21100
交通部，“國道服務區停車規定，報乎你知”，上網日期2023年5月19日，取自https://www.motc.gov.tw/ch/app/data/view?module=news&id=14&serno=8f8d0700-7bb3-4f66-b62d-a88931c8a3f9
交通部，“週末國道服務區車潮多，請留意停車資訊發布”，上網日期2023年10月20日，取自https://www.motc.gov.tw/ch/app/data/view?module=news&id=14&serno=0d5e61db-98cd-4a27-8efd-952912c0a952
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