為提升公共運輸的使用量，許多國家刻正規畫推動公共運輸行動服務(Mobility as a Service, MaaS)，本研究首先利用個體選擇模式以及結構方程模式，分別探討社會經濟變數對於小客車、機車與MaaS這3項替選方案之偏好，以及潛在變數對於使用意願之影響，最後在Hybrid選擇模式的分析中，透過將社會經濟變數與潛在變數進行迴歸分析，再將潛在變數帶入羅吉特模式，進一步分析受訪者心理層面對於運具選擇方案的影響，使得模式更符合實際情況。
研究結果在潛在變數模式方面顯示，知覺產品屬性與易用性會正向影響使用意願；促銷或獎勵措施會正向影響知覺產品屬性以及使用意願；整合運輸會正向影響知覺產品屬性；而知覺產品屬性會作為「促銷或獎勵措施與使用意願」以及「整合運輸與使用意願」的中介變數；另外知覺風險會負向影響使用意願。
在Hybrid選擇模式之混合羅吉特模式分析結果，對於知覺產品屬性構面程度高的族群，相較於MaaS，較不偏好使用小客車及機車。藉由混合羅吉特模型的建立，計算出MaaS的選擇機率為37.03%，且MaaS在「每月票價或成本」直接彈性的絕對值最高，其次為「車內時間」，表示若MaaS能降低票價或縮短車內時間，將會比改變其他屬性變數更能有效吸引旅客使用。研究結果期以提供政府部門及相關單位決策之參考，作出符合旅客以及營運需求之策略。

In order to increase the usage of public transportation, many countries are planning to promote Mobility as a Service (MaaS). This study aims to explore individual’s intention toward MaaS. At the first stage, we utilize discrete choice model to analyze user’s preference for car, scooter and MaaS. Then we utilize structural equation modeling (SEM) to verify which latent variables affecting intention. At last, hybrid discrete choice model (HDCM) is utilized to combine discrete choice model and latent variable model, so that the model will closer to the real situation.
The results of SEM indicate that “perceived product attributes” and “ease of use” positively affect “intention”. “Promotions or incentives” positively affect “perceived product attributes” and “intention”. “Integrated transportation” positively affects “perceived product attributes”. Besides, “perceived product attributes” is not only the mediator between “promotions or incentives” and “intention”, but also “integrated transportation” and “intention”. “Perceived risk” will negatively impact “intention”.
HDCM shows that the group with high awareness of “perceived product attributes” prefer MaaS to car and scooter. The results of mixed logit model indicate the choice probability of MaaS is 37.03%. Moreover, the direct elasticity of “cost” is the highest using in MaaS. The results of the study can provide reference for transportation planning department and transportation operator for their decisions in pricing strategy.

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