近年來，人口過度集中造成了許多都市交通問題，例如:過多的私有運具，產生廢氣以及噪音，道路擁擠以及城市觀感不佳等不良影響。因此，智慧交通成為城市間如何取得都市發展與交通問題平衡的關鍵議題，並伴隨著資通訊技術的進步，許多結合永續運輸概念的交通模式應運而生。MaaS （Mobility as a Service）交通行動服務作為智慧運輸領域的核心議題，透過整合各項運具以及旅運資訊的方式，更有效更精準的串聯兩地之間的移動，滿足民眾自第一哩路到最後一哩路的需求，受到廣泛的討論，然而，卻少有研究針對已經使用過MaaS的使用者的服務體驗品質進行探討。隨著我國在2018年底於高雄市推動了第一個MaaS交通行動服務—MeN Go，如今也已營運四年的時間，發展出一套穩健的交通行動服務系統，會員數也初具規模。
故本研究欲透過對MeN Go使用者進行問卷調查，參考Hensher and Xi (2022)研究中提及的兩項交通行動服務品質衡量的重要指標—努力及無縫性納入本研究模型中，作為影響使用者對於交通行動服務體驗價值的主要前因構面，探討努力及無縫性對於體驗價值及後續MeN Go的滿意度、品牌忠誠度、品牌依附等後果構面之影響，並藉由潛在剖面分析法（Latent Profile Analysis），來探討不同類型的使用者之間對於交通行動服務體驗之間的異質性。研究結果顯示，服務體驗會對MaaS服務的滿意度、品牌忠誠度及品牌依附產生正向顯著影響，其中無縫性需要透過體驗價值進行中介對滿意度產生正向影響，另外也確認了MaaS服務體驗者之間具有異質性，低服務體驗者較為重視使用服務時努力的耗損，且無法透過感受到服務具有體驗價值產生滿意度，這類使用者將可能是未來營運商需要設計針對性服務套餐的首要客群。

MaaS (Mobility as a Service) is a transportation service that integrates various modes of transportation and travel information to efficiently and accurately connect people's mobility needs from the first mile to the last mile. In this study, a questionnaire survey will be conducted among MeN Go users to explore the impact of two important indicators of MaaS service quality, effort, and seamlessness, as mentioned in the study by Hensher and Xi (2022). The study aims to investigate the effects of effort and seamlessness on experience value and subsequent outcomes such as satisfaction, brand loyalty, and brand attachment towards MeN Go. Additionally, latent profile analysis will be used to understand the heterogeneity in the transportation service experience among different user types.
The results demonstrate that effort and seamlessness have a significant positive impact on experience value, satisfaction, brand loyalty, and brand attachment in the MaaS service experience. Specifically, the influence of seamlessness on satisfaction is mediated by experience value. Furthermore, the study confirms the existence of heterogeneity among MaaS service experience users and classifies them into three categories: high, medium, and low service experience users. Policy and operational recommendations are provided based on the characteristics of each group.

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