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研究生: 洪世軒
Hung, Shih-Hsuan
論文名稱: 共享電動機車、公共電動輔助自行車系統價值評估與消費者偏好研究
Research on the System Value Evaluation and Consumer Preference of Shared Moped Scooter and Public E-Bike Systems
指導教授: 黃國平
Huang, Kevin-P
學位類別: 碩士
Master
系所名稱: 管理學院 - 交通管理科學系
Department of Transportation and Communication Management Science
論文出版年: 2021
畢業學年度: 109
語文別: 中文
論文頁數: 89
中文關鍵詞: 公共電動輔助自行車混合羅吉特模式消費者偏好
外文關鍵詞: E-Bike, Mixed Logit Model, Heterogeneity, Consumer Preferences
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  • 共享運輸服務是全球快速成長的交通方式之一,包括共享汽車、共享電動機車、公共自行車及公共電動輔助自行車等。台灣地理環境地狹人稠,由於兩輪運具具有高機動性、高經濟性、便捷性等諸多特性,適合其發展。共享兩輪運具崛起,使公車及捷運系統藉由共享運具,延伸至鄰近使用者居住地,完成大眾運輸最後一哩。
    本研究旨要探討民眾付費使用公共(電動輔助)自行車與共享電動機車之偏好研究,已使用過兩輪共享運具之民眾為樣本進行問卷發放,透過混合羅吉特模式探討方案之間的異質性與相關性,暸解消費者對於共享兩輪運具屬性偏好之選擇行為。在混合羅吉特模式建構的模型中,發現租賃成本、總旅行時間及找到停車位的機率對於消費者選擇具有顯著且負向的影響,最高速度僅在考量較遠距離時較為顯著,此外受訪者對於租賃價格及最高速度具有偏好異質性。
    由於公共電動輔助自行車為新興運輸,為有效銜接最後一哩路,其研究結果可供政府參考,制定相關法規,增加民眾對兩輪共享運輸的了解,並有效提升騎乘率,建議業者仍須持續調整價格,了解需求價格彈性後,再做出最適價格,並確立目標客群,使其能與公共自行車及共享電動機車做出市場區隔。

    In the case of limited government supply, commercial measures are taken to solve the problem of insufficient resources. When a demand economy exists, it is theoretically financially sustainable. Governments budget to build and operate a two-wheeled transportation system, which is not a good investment target for private investors. When the profit is too low, the governments have reduced expenditures and the willingness of private investment is low, which may restrict its development. Therefore, this article intends to explore the potential market, understand consumers' preferences, and willingness to pay of Public E-bike. In addition, the government promotes an extended discussion of the cooperation and competition relationship between Public E-bike and private shared electric vehicles. In order to accelerate the completion of the dream of the last mile in the country, and achieve the long-term satisfaction of the government, enterprises and the public.

    目錄 VII 表目錄 IX 圖目錄 X 第一章 緒論 1 1.1 研究背景與動機 1 1.2 研究目的 8 1.3 研究對象及範圍 8 1.4 研究流程 8 第二章 文獻回顧 11 2.1 兩輪運輸相關文獻 11 2.2 共享運具相關文獻 16 2.3 系統價值評估相關文獻 20 2.4 消費者偏好相關文獻 23 2.5 相關文獻小節 32 第三章 研究方法 33 3.1 敘述性偏好 33 3.2 個體選擇模式 35 3.3 敏感度分析 37 3.4 問卷設計 38 3.5 屬性水準設計 39 第四章 實證分析 45 4.1 問卷樣本統計 45 4.2 基本統計統計 46 4.3 模式效用函數變數說明及設定 49 4.4 混合羅吉特模式分析結果 53 4.5 特定族群分析結果 60 第五章 市場分析 63 5.1 市占率分析 63 5.2 彈性分析 64 5.3 二元羅吉特分析 66 5.4 公共電動輔助自行車潛在市場及成本分析 68 5.5 公共電動輔助自行車系統價值評估 70 5.6 管理意涵 71 第六章 結論與討論 74 6.1 結論 74 6.2 建議 76 6.3 研究限制與後續研究建議 77 參考文獻 79 英文文獻 79 中文文獻 83 附錄 問卷 84

    英文文獻
    1. Aguilera-García, Á., et al. (2020). "Exploring the adoption of moped scooter-sharing systems in Spanish urban areas." Cities 96: 102424.
    2. Allan, A. (2016). EBike Performance in Urban Commuting. How does it compare to Motorised Modes? Australasian Transport Research Forum (ATRF), 38th, 2016, Melbourne, Victoria, Australia.
    3. Arunotayanun, K. and J. W. Polak (2011). "Taste heterogeneity and market segmentation in freight shippers’ mode choice behaviour." Transportation Research Part E: Logistics and Transportation Review 47(2): 138-148.
    4. Bachand-Marleau, J., et al. (2012). "Better understanding of factors influencing likelihood of using shared bicycle systems and frequency of use." Transportation research record 2314(1): 66-71.
    5. Buck, D., et al. (2013). "Are bikeshare users different from regular cyclists? A first look at short-term users, annual members, and area cyclists in the Washington, DC, region." Transportation research record 2387(1): 112-119.
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    8. Campbell, K. B. and C. Brakewood (2017). "Sharing riders: How bikesharing impacts bus ridership in New York City." Transportation Research Part A: Policy and Practice 100: 264-282.
    9. Cherry, C. and R. Cervero (2007). "Use characteristics and mode choice behavior of electric bike users in China." Transport policy 14(3): 247-257.
    10. Chiu, Y.-C. and G.-H. Tzeng (1999). "The market acceptance of electric motorcycles in Taiwan experience through a stated preference analysis." Transportation Research Part D: Transport and Environment 4(2): 127-146.
    11. Dill, J. and G. Rose (2012). "Electric bikes and transportation policy: Insights from early adopters." Transportation research record 2314(1): 1-6.
    12. Godavarthy, R. P. and A. R. Taleqani (2017). "Winter bikesharing in US: User willingness, and operator’s challenges and best practices." Sustainable cities and society 30: 254-262.
    13. Guerra, E. (2019). "Electric vehicles, air pollution, and the motorcycle city: A stated preference survey of consumers’ willingness to adopt electric motorcycles in Solo, Indonesia." Transportation Research Part D: Transport and Environment 68: 52-64.
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    17. Jones, L. R., et al. (2013). "The effect of incentives and technology on the adoption of electric motorcycles: A stated choice experiment in Vietnam." Transportation Research Part A: Policy and Practice 57: 1-11.
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    21. Ma, Y., et al. (2018). "Challenges of collaborative governance in the sharing economy: The case of free-floating bike sharing in Shanghai." Journal of cleaner production 197: 356-365.
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    24. Pelechrinis, K., et al. (2017). "Economic impact and policy implications from urban shared transportation: The case of Pittsburgh’s shared bike system." PloS one 12(8): e0184092.
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    28. Sun, Y. (2018). "Sharing and riding: How the dockless bike sharing scheme in China shapes the city." Urban Science 2(3): 68.
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    中文文獻
    1. 王光荣 (2017). "共享单车的交通价值与发展路径." 城市 4: 72-75.
    2. 邱裕鈞, et al. (2014). "旅運者運具選擇行為異質性之研析: 混合羅吉特模式之應用." 運輸計劃季刊 43(2): 143-171.
    3. 陳宛宜 (2010). "消費者購買環保電動機車屬性偏好之研究." 成功大學交通管理科學系學位論文: 1-88.
    4. 謝淑涵 (2017). "民眾休閒阻礙, 休閒知覺自由, 休閒效益對 Ubike 使用意圖之研究-以彰化地區為例. " 朝陽科技大學休閒事業管理系學位論文: 1-105.
    5. 蕭翔方 (2018). "新興科技產品之偏好研究-以電動機車目標族群為例." 成功大學交通管理科學系學位論文: 1-72.
    6. Bebike官網:https://www.bebike.com.tw/
    7. Goshare官網:https://www.ridegoshare.com/tw/
    8. iRent官網:https://www.easyrent.com.tw/irent/web/index.html
    9. MOOVO官網:https://www.ridemoovo.com/
    10. T-Bike官網:https://tbike.tainan.gov.tw/Portal
    11. Wemo官網:https://www.wemoscooter.com/
    12. YouBike官網:https://www.youbike.com.tw/
    13. 新北市政府交通局:https://www.traffic.ntpc.gov.tw/
    14. 台南市政府交通局:https://traffic.tainan.gov.tw/

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