在能源和環保議題的日益重視下，溫室氣體減量成為人們關注的議題。傳統燃油運輸工具排放的二氧化碳是目前最大移動污染源，此外汽車在使用期間溫室氣體排放量最大，如何藉由新能源車輛如電動汽車的推廣降低碳排放是各國政府近年重視的議題。但是電動汽機車的成功與相關服務系統建置良窳息息相關，因此本研究將探討消費者對於電池服務系統之商業模式評價，作為商業化前的改善方針，有助於電池服務系統的建置規劃和給予管理者與設計者建議。首先選定重要屬性如服務價格、服務時間、據點便利性、電池服務站取得輔助服務時間，運用聯合分析法(conjoint analysis, CA)建構消費者對於電池服務系統之市場評價與願付價格。同時藉由型態分析法（morphological analysis, MA）呈現服務設計概念，接著衡量所有可能設計概念的總效用值。然後將市場評價與服務設計概念總效用值結合形成模擬市場反應，評估電池服務系統之偏好結構、市場區隔與競爭態勢。
　　研究結果發現受測者可分為兩群，分別為：時間考量群（56.13％）與經濟考量群（43.87％），其中時間考量群對於快捷電池服務（服務時間短）相對於經濟考量群之願付價格較高，隨著服務時間越長每分鐘願付價格越低。應用服務設計概念獲得電池服務系統共有78種服務設計組合，藉由顧客偏好模式可以找出各種服務設計的接受度及顧客特性。快速充電服務、自動化與非自動化更換電池服務為最受歡迎的三種電池服務設計，依據不同電池服務與設備模式結合消費者偏好的設置區域土地價值、據點便利性和輔助服務可以提升使用意願，同時給予業者商業經營建議。

　Following the trend of energy and environmental protection topic, reducing carbon emission becomes the subject that people pay attention to. The success of electric vehicle is related to establishing correlative service system. To get feedback of customers is very important in early stage of new product service system (PSS) development. If customers’ preference on major design concepts could be incorporated, the work in following stages would be much focused and easier.
The research selected four attributes about electric vehicle service system which including service price, service time, obtainment of location and accessibility of support service. Conjoint analysis is used to model customer’ preference, and further calculated the willingness to pay (WTP) for the PSS. Morphological analysis (MA) is used to generate potential design concepts for electric vehicle service system, and total utilities for all design concepts can be therefore estimated. By comparing utilities of different design concepts for each customer, market segments and competition among several popular design concepts are also found and described.
　The result showed that the WTP of time concerning group reduced with the increasement of service time. Seventy eight potential design concepts were generated and evaluated by MA. The acceptability and customers’ characteristics of every service could be obtained by customers’ preference. Among different available technologies, service types, site location, density of service sites and accessibility of support service, the customers’ aspiration will be promoted.

中文部份
1.內政部地政司，都市地價指數，第33期，2010。
2.天下雜誌股份有限公司，第421期（pp.314），2009。
3.吳兆益，「聯合分析在果汁顧客知覺與偏好上之應用研究」，國立政治大學企業管理研究所碩士論文，1982。
4.周文賢、張欽富著，聯合分析在產品設計之應用，初版，華泰書局，2000。
5.拓墣產業研究所，從綠色車輛角度看電動汽車發展契機，2009。
6.真誠知己，陳耀茂編審，聯合分析的SPSS使用手冊，鼎茂圖書出版，2006。
7.陳宥竹，「全球拼EV，示範運行正當道」，財團法人車輛試驗中心，2009。
8.陳清泉、詹宜巨著，21世紀的綠色交通工具，牛頓出版公司，2001。
9.集邦產研，綠能錢潮：擁抱電動汽車的兆元商機，2009。
10.黃璋如、方正璽、黃淑真、陳佩韋，「消費者對有機農業博物館設立之偏好研究」，國立中興大學行銷學系第一屆全國當代行銷學術研討會，2003。
11.蔡宜良，「全球電動汽車輛發展概況與台灣新契機」，財團法人車輛試驗中心，2009。
12.薛乃綺，「全球電動汽車市場發展」，金屬中心產業研究組，2008。
13.顧致遠、薄榮薇著，服務業系統設計與作業管理，二版，華泰書局，2007

英文部分
1.Alam, I. and Perry, C., “A Customer-oriented New Service Development Process,” Journal of Service Marketing, Vol.16, No.6, pp.515-534, 2002.
2.Alonso-Rasgado, MT., Thompson G. and Dannemark, O.J., “State of the Art in Service Design and Modelling,” 2004.
3.Aurich, J. C., Fuchs, C. and Wagenknecht, C., “Life Cycle Oriented Design of Technical Production-Service System,” Journal of Cleaner Production, Vol.14, pp.1480-1494, 2006.
4.Auty, S., “Using Conjoint Analysis in Industrial Marketing,” Industrial Marketing Management, Vol. 24, pp. 191-206, 1995.
5.Black, J., “Colloquium：Research in Engineering Design,” Institution of Electrical Engineers, London”, 1988.
6.Boughnim, N. and Yannou, B., “Using Blueprint Method For Developing Produnction-Service System,” paper presented at International Conference On Engineering Design, Melbourne, August15-18, 2005.
7.Bunch, D. S., Bradley, M., Golob, T. F., Kitamura, R. and Occhiuzzo, G. P., “Demand for Clean-Fuel Vehicles in California: A Discrete-Choice Stated Preference Pilot Project,”Transportation Research Part A: Policy and Practice, Vol.27, pp. 237-235, 1993.
8.Carmone, F. J., Green, P. E. and Jain, A. K., “Robustness of Conjoint Analysis: Some Monte Carlo Results,” Marketing Research, Vol. 15, No. 2, pp. 300-303, 1978.
9.Cassab, H, “Investigating the Dynamics of Service Attributes in Multi-channel Environments,” Journal of Retailing and Consumer Services, Vol.16, No.1, pp.25-30, 2009.
10.Chan, C. C., “The State of the Art of Electric, Hybrid, and Fuel Cell Vehicles,” Proceedings of the IEEE, Vol. 95, No. 4, pp. 704-718, 2007.
11.Chau, C. K., Sing, W. L. and Leung, T. M., “An Analysis on The HVAC Maintenance Contractors Selection Process,” Building and Environment, Vol.38, pp. 583-591., 2003.
12.Chen, Y. C., Duann, L. S., Yang, C. W. and Chou, H. Y., “Electrical Motorcycle Demand Models with Thresholds,”Journal of the Eastern Asia Society for Transportation Studies, Vol.5, 2003.
13.Chéron, E and Zins, M., “Electric Vehicle Purchase Intentions：The Concern Over Battery Charge Duration,”Transportation Research Part A, Vol.31, No. 3, pp. 135-243, 1997.
14.Danielis,　R., Marcucci,　E. and Rotaris,　L., “Logistics Managers－Stated Preferences for Freight Service Attributes,”Transportation Research Part E, Vol. 41, Iss. 3, pp. 201-215, 2005.
15.Decker,　R. and Hermelbracht,　A., “Planning and Evaluation of New Academic Library Services by Means of Web-based Conjoint Analysis,” The Journal of Academic Librarianship, Vol. 32, No. 6, pp. 558-572, 2006.
16.Edvardsson, B., “Quality in New Service Development：Key Concept and a Frame of Reference,” International Journal of Production Economics, Vol.52, Iss. 1-2 , pp.31-46, 1997.
17.Gao, Z. and Schroeder T. C., “Effects of Label Information on Consumer Willingness-to-Pay for Food Attributes,”American Journal of Agricultural Economics,Vol.91, No.3, pp.795-809, 2009.
18.George, W. R. and Gibson, B. E., “Blueprinting: A Tool for Managing Quality in Service,”, 1991.
19.Green, P. E. and Rao, V. R., “Conjoint Measurement for Quantifying Judgmental Data,” Journal of Marketing Research, Vol. 8, No. 3, pp. 355-363, 1971.
20.Green,　P. E. and Srinivasan,　V., “Conjoint Analysis in Consumer Research: Issues and Outlook,” Journal of Consumer Research, Vol. 5, No. 2, pp. 103-123, 1978.
21.Green, P. E. and Wind, Y. J., “Multiattribute Decision in Marketing: A Measurement Approach,” Hinsdale, III: The Dryden Press, pp. 39-46, 1973.
22.Grönroos,　C., Heinonen, F., Isoniemi, K and Lindholm, M., “The NetOffer Model: a Case Example from the Virtual Marketspace,” Management Decision, Vol. 38, No. 4, pp. 243-252, 2000.
23.Hara, T., Arai, T. and Shimomura, Y., “A CAD System for Service Innovation: Integrated Representation of Function, Service Activity, amd Preoduct Behavior,” Journal of Engineering Design, Vol. 20, No. 4, pp. 367-388, 2009.
24.Ida, T. and Sato,　M., “Conjoint Analysis of Consumer Preferences for Broadband Services in Japan,” The Kyoto Economic Review, Vol. 75, No. 2, pp. 115-127,2006
25.Kasai, Y., Takechi, S. and Tanaka, K.,“Layout Planning of Charge Station for Electric Vehicles,” The Kanazawa Institute of Technology, 2009.
26.Kim, C., Choe, S., Choi, C and Park Y., “A Systematic Approach to New Mobile Service Creation,”Expert Systems with Applications,Vol.35, No. 3, pp.762-771, 2008.
27.Lancaster, K. L., “A New Approach to Consumer Theory,” Journal of Political Economy, Vol. 74, No. 2, pp.132-157, 1966.
28.Lee, C. , Song, B. and Park Y., “Generation of New Service Concepts: A Morphology Analysis and Genetic Algorithm Approach,” Expert Systems with Applications, Vol.36, No. 10, pp.12454-12460, 2009.
29.Lee, S. W. and Kim, Y. S., “A Product-Service Design Method Integrating Service Function and Service Activity and Case Studies,” Proceeding of the 2nd CIRP IPS2 Conference, Industrial Product-Service System, pp. 295-302, 2010.
30.Luce, R. D., “Individual Choice Behaviours: A Theoretical Analysis,” New York: J. Wiley. , 1959.
31.Mau, P., Eyzaguirre, J., Jaccard, M., Collins-Dodd, C. and Tiedemann, K., “The Neighbor Effect: Simulating Dynamics in Consumer Preferences for New Vehicle Technologies,” Ecological Economics, Vol. 68, Iss.1-2, pp. 504-516, 2008.
32.Mills, M. K., “Environmentally-Active Consumers’ Preferences for Zero-Emission Vehicles: Public Sector and Marketing Implications,” Journal of Nonprofit & Public Sector Marketing, Vol. 19, Iss.1, pp. 1-33, 2008.
33.Morelli, N., “Developing New Product Service Systems (PSS): Methodologies and Operational Tools,”Journal of Cleaner Production, Vol. 14, Iss.17, pp.1495-1501, 2006.
34.Morelli, N., “Product-Service Systems: a Perspective Shift for Designers. A Case Study: the Design of a Telecentre,” Design Studies, Vol.24, Iss.1, pp.73-79, 2003.
35.Morelli, N., “Service as Value Co-Production: Reframing the Service Design Process,”Journal of Manufacturing Technology Management, Vol. 20, No. 5, pp. 568-590, 2009.
36.Morelli, N., “The Design of Product/Service Systems from a Designer’s Perspective,” In: Common Ground. London: Staffordshire University Press , 2002.
37.Moritz, S.,“Service Design: Practical Access to an Evolving Field,” MSc thesis, KISD, London , 2005.
38.Pinnell,　J. and Olson,　P., “Using Choice Based Conjoint to Assess Brand Strength and Price Sensitivity,” Article Originally Published in Sawtooth News, 1996.
39.Ramaswamy, R., “Design and Management of Service Processes,” Reading, Mass., Addison-Wesley Pub. Co, 1996.
40.Robin, S., “Forecasting the Market for Electric Vehicles in California Using Conjoint Analysis,” Energy Journal, Vol. 16, No.3, pp. 89, 1995.
41.Ryan, M., Mclntosh E., Dean T. and Old P., “Trade-offs Between Location and Waiting Times in the Provision of Health Care: the Case of Elective Surgery on the Isle of Wight,” Journal of Public Health Medicine, Vol. 22, No. 2, pp.220-210, 2000.
42.Rzepakowski, P., “Supporting Telecommunication Product Sales by Conjoint Aalysis,” Journal of Telecommunication and Information Technology, Vol. 2008, No. 3, pp.28-34, 2008.
43.Schnettler, B., Vidal R., Silva, R., Vallejos L. and Sepúlveda N., “Consumer Willingness to Pay for Beef Meat in a Developing Country: The Effect of Information Regarding Country of Origin, Price and Animal Handling Prior to Slaughter,” Food Quality and Preference, Vol.20, No.2, pp.156-165, 2009.
44.Shostack, GL., “Designing Services That Deliver,” Harvard Business Review, Vol.81445, pp.133-139, 1984.
45.Shostack, GL., “How to Design a Service,” European Journal of Marketing, Vol.16, No. 1, pp.49-63, 1982.
46.Song, J., Jang T and Sohn S. Y., “Conjoint Analysis for IPTV Service,” Expert Systems with Applications, Vol.36, No.4, pp.7860-7864, 2009.
47.Tse, Alan C. B., “How Much More Are Consumers Willing to Pay for A Higher Level of Service? A Preliminary Survey,” Journal of Services Marketing, Vol. 15, No. 1, pp.11-17, 2001.
48.Wehmeyer,　K. and Müller-Lankenau,　C., “Mobile Couponing –Measuring Consumers’ Acceptance and Preferences with a Limit Conjoint Approach,” paper presentrd at 18th Bled eConference eIntegration in Action, Slovenia, 2005.
49.Wind,　Y., Grashof,　JF. and Goldhar,　JD., “Market-Based Guidelines for Design of Industrial Products,” Journal of Marketing, Vol. 42, No.3, pp. 27-37, 1978.
50.Wissema, J. G., “Morphological Analysis: Its Application to a Company TF investgatoin ,” Futures, Vol.8, No.2, pp.146-153, 1976.
51.Wittink, D. R. and Cattin, P., “Commercial Use of Conjoint Analysis: An Update,” Journal of Marketing, Vol. 53, No.3, pp. 91-96, 1989.
52.Yoon, B and Park, Y., “A Systematic Approach for Identifying Technology Opportunities: Keyword-based Morphology Aanalysis,” Technological Forecasting and Social Change, Vol.72, No.2, pp.145-160, 2005.
53.Zeithaml, V. A. and Bitner, M. J., “Services Marketing: Integrating Customer Focus Across The Firm,” 2000.

網頁部份
1.拓墣產業研究所 http://www.topology.com.tw/tri/
2.台灣黃頁網站 http://www.web66.com.tw/web/UPT?UPID=31700
3.行政院勞工委員會97年類別薪資調查報告 http://statdb.cla.gov.tw/html/svy97/9709menu.htm
4.中國新聞網http://big5.chinanews.com.cn:89/cj/cj-cfgs/news/2009/09-28/1891197.shtml
5.台灣電力公司 http://www.taipower.com.tw/
6.財團法人車輛測試中心 http://www.artc.org.tw/chinese/08_sitemap/02_searchresult.aspx
7.工研院 http://www.itri.org.tw/
8.Better Place http://www.betterplace.com/
9.Frost＆Sullivan http://www.frost.com/prod/servlet/frost-home.pag