本研究從選擇集合內生化之定義方式，尋找能合理解釋並可實際反映國道客運市場旅運者選擇行為之運具選擇模式，藉此瞭解國道客運旅運者對運具選擇之偏好，以期對未來營運者之行銷策略有所助益。
本研究利用不完全成對比較法，瞭解旅運者對客運公司各服務準則之感受度，以為不同選擇集合定義方式下個體選擇模式構建之基礎。模式構建包括決定論定義選擇集合之MNL模式、機率論定義選擇集合之CDM模式與PIAL模式。此外亦探討個體異質性問題，瞭解個體品味差異對選擇模式之影響。
研究結果可以發現機率論定義選擇集合之CDM模式與PIAL模式，其模式解釋力皆較決定論定義選擇集合之MNL模式佳，其中又以CDM模式更能呈現個體選擇行為。本研究除了利用機率論定義選擇集合方式考慮個體異質性外，亦透過隨機個體品味差異項進行個體異質性之探討。在本研究模式解釋變數結構下，模式校估結果可以發現各服務感受度可直接反映個體之品味差異。而考慮個體異質性，有助於模式對個體選擇行為之解釋能力，唯不同個體品味差異項之假設，對模式呈現個體選擇行為亦有所異同。

This paper aims to look for reasonable and reflective of travelers behavior in the highway passenger transport market from an aspect of endogenous choice set generation. Basing on this mode choice preference, we can assist the highway passenger transport proprietors in marketing strategy.
In this research, we can understand travelers’ conscious of service that highway passenger transport proprietors provide. Basing on this conscious of service, we can construct individual choice models under different definitions of choice set. We constructed several models under deterministic definitions of choice set, like MNL, or under probability definitions of choice set, like CDM or PIAL. Beside this consideration for the individual heterogeneity by probability definitions of choice set, we also discussed the heterogeneity with individual random taste difference.
The empirical results showed that CDM and PIAL under probability definitions of choice set were better than MNL under deterministic definitions of choice set, especially CDM. This result indicated that model under probability definitions of choice set could express actual travelers’ behavior. Under the explanation variable structures in this research, the results showed that the conscious of service could reflect individual random taste difference directly. In short, the consideration of individual heterogeneity could improve the explanation of models. Only while different individual random taste difference were hypothesized, there are different appearances of individual choice behavior in the model.

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