高鐵自由座提供了旅客的搭乘彈性，包括少許的折扣再加上隨到、隨買、隨搭的方便性吸引行程安排較為彈性的旅客搭乘自由座。自由座提供了旅客搭乘的彈性，使得自由座目前在尖峰時段無控管再加上自由座開放站票的情況下，在連假或是通勤的尖峰時段幾乎是一票難求，造成過度擁擠而影響服務品質，也使得自由座的服務水準降低。
本研究利用Rasch模式量測使用高鐵自由座各服務階段所遭遇的困難，服務階段包含上車前、車廂內以及下車途中此三種過程，同時欲探討不同人格特質是否能夠將其分群，吸引其族群搭乘自由座。此外自由座之折扣無隨著尖峰時段以及離峰階段進行差別取價，本研究希望探討透過差別取價增加離峰自由座之選擇機率，結合個體選擇模式，透過敘述性偏好了解受訪者對於取得座位之願付價格。本研究以台灣高鐵為例。
研究結果顯示受訪者認為使用自由座「車廂內」服務時最為困難，其中以行李問題以及人潮造成的問題最為嚴重。因此台灣高鐵可以著重在於此部分問題優先解決。根據不同人格特質以及社經變數之分類，可以得知擁有長期運動習慣以及無提前規劃的受訪者對於自由座較有選擇偏好，所得較低的受訪者對於自由座也較有選擇偏好，可以依據分群進行策略的制定。將離峰自由座價格減少5%，可以使得29.7%原本選擇搭乘尖峰自由座的乘客轉移搭乘離峰自由座，原本29.1%原本選擇指定席的乘客轉移搭乘離峰自由座，因此可以認為對於離峰自由座進行差別取價可以有效使得乘客改變其搭乘時段。此外整體情況看來高鐵自由座在尖峰時段，假設旅次為台北至左營，受訪者願意多付180元取得座位。透過本研究之結果可以針對自由座進行尖離峰差別訂價或者是推出加價產品做為改善自由座服務水準的策略，並提供台灣高鐵做為未來制定策略之參考。

The high-speed rail unreserved seat provides the flexibility of the passengers with a small discount and convenience of taking any shifts in a day. The flexibility of unreserved seats causes the crowding issue during the peak hour decreases the service quality.
In this study, we use the Rasch model to measure the difficulties that passenger encounter in the stages of using unserved seats service. There are three service stages including service before getting aboard, service in the car and service getting off the car. This study aims to explore whether different personality could be grouped and develop strategies to attract them to use unreserved seats service. In addition, the discounts of unreserved seats are consistent in the peak hour and off peak hour. This study aims to increase the probability of choosing unreserved seats in off peak hour through price discrimination and understand the willing price of seats certainty. This study takes Taiwan high-speed rail as an example.
The results show that passenger felt that it was most difficult to use the "in-car" service, with the most serious problems caused by baggage problems and crowds. According to the classification of different personality and social and economic variables, it is possible to know that respondents with long-term exercise habits and those who do not plan early are more likely to choose unreserved seats. The passengers with low income are more likely to choose unreserved seats. The price of unreserved seats in the off peak reduce 5% which would allow 29.7% of the passengers who originally choose to take the peak hour unreserved seats change their mind to take the off peak unreserved seats and 29.1% of the passengers who originally choose the reserved seats to take the unreserved seats. In addition, assuming the trip is Taipei to Zuoying, the passengers are willing to pay 180 NT additionally to ensure their seats in the peak hour. We hope this study can provide Taiwan High Speed Rail as a reference for the improvement and future development strategy.

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