近年來點數經濟的蓬勃發展，台灣高鐵也於2017年10月提供會員點數累積的制度，但僅能兌換其內部票務服務，對旅客而言門檻較高、使用彈性較低。而跨領域使用點數為未來一個趨勢，且鐵路運輸業哩程點數的相關文獻較少。因此為促進小額燃點，本研究以高鐵旅客為主要研究對象，將心理潛在變數及客觀方案屬性變數加入研究，探討影響高鐵旅客將交通哩程回饋點數用於便利商店時之因素、旅次特性和選擇行為。
在心理潛在變數方面，本研究採用正義理論探討高鐵交通哩程點數使用於便利商店的公平性因素是否會影響旅客之忠誠度與選擇行為。同時納入消費者價值理論，以便探討不同的消費族群對於各種價值的感受。
研究結果顯示，在心理潛在變數上，「溝通公平」、「功能價值」、「社會價值」與「品牌喜愛」會影響旅客兌換點數的使用意願。而客觀方案屬性變數上，以「點數價值」影響旅客最多，其次為點數的使用者所在意之「兌換期限」。而在敘述性統計中發現超過四分之三的旅客並未有過與高鐵點數兌換的相關經驗，也在個體選擇模式中，發現學生、工商業之商務旅客會偏好使用本研究兌換點數計畫，因此能針對特定族群訂定專屬優惠，以填補現今高鐵點數兌換之空缺。最後利用彈性分析與敏感度分析探討方案屬性變數對旅客選擇機率之影響。本研究結果可作為台灣高鐵、便利商店推動燃點制度之參考。

In recent years, the reward points system has developed rapidly. Including the Taiwan High Speed Rail, a system of accumulating member mileage reward points was also provided in October 2017. It can only be redeemed a ticketing discount in THSR, which is less flexible for passengers. However, the use of points in multidisciplinary is a trend in the future, and there is less literature on mileage reward points in the railway industry. In order to promote the different ways of redemption points, the purpose of this study is to know the factors affecting passengers’ usage intention of convenience store commodity. Comprehensively analyze the passengers' choice behavior by hybrid discrete choice model to combine the latent variable model and discrete choice model. For the latent variables, we apply Theory of Justice and Theory of Consumption Values as the research model. For the part of discrete choice model, we employed the binary logit models and mixed logit model as the objective variables.

The research results show that the factors " Communication-Based Fairness ", "Functional value", "Social Value" and " Brand Attachment " will affect the willingness of passengers to redeem the mileage reward points. Furthermore, attribute variable " mileage reward points value " had the greatest influence. Furthermore, we find the students and businessman would prefer to use THSR mileage reward points redeeming a commodity in convenience store. The conclusion of this study has follows up the current Taiwan High Speed Rail mileage policy, and encourage the passengers to be a membership for accumulating points. Finally, for Taiwan High Speed Rail and convenience store, it can be used as a reference for customer segmentation and design the mileage points policy.

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