臺灣博碩士論文加值系統

國道電子收費系統(Electronic toll collection, ETC)推行至今已逾3年，然而ETC使用率仍低於40％。為了在不久的將來能夠實現計程收費制度，必須達到更高的使用率。然而若不能對ETC採用的選擇行為有著透徹的了解，將無法提出有效的行銷策略。因此本研就期望發展出屬於ETC之間斷選擇模型。
傳統間斷選擇模式只考慮量化變數，像是社經變數、旅次特性。相較之下，本研究更進一步納入質化變數，像是潛在變數。過去許多文獻也指出即使擁有類似社經背景及旅運特性的人，也可能表現出不同的偏好。為了得到更多有貢獻之影響ETC選擇之因素，使調查範圍更加全面，從科技接受理論(Technology Acceptance Model, TAM)採用了符合本研究之衡量變數。本研究分別發展了3種模式以進行比較，模式一為只考慮量化變數，如社經變數以及旅次特性變數。模式二為考慮量化變數以及潛在變數，透過驗證性因素分析萃取出合適的變數後，才估計量化及質化變數之參數值。模式三為同時估計選擇模式以及驗證性因素分析之參數值。
問卷調查計畫於3/15起至3/31止，調查地點為國道3號關西休息站，總共回收481份有效問卷。估計結果顯示考慮質化變數之模式二以及模式三相對於模式一表現較佳，因此於ETC選擇模式中加入潛在變數的確對模式有顯著的效果。在模式的共生變數，如e通機價格、通行費用以及購機費退回次數上皆顯著且為負，顯示在ETC使用上使用成本為最重要之影響因素。因此，若消費者能以低價購買e通機以及享受到更優惠之通行費用，將使ETC之市占率大幅增加。此外，潛在變數在ETC使用上也有顯著的正向效果。透過以上發現，針對不同型態之用路人進行不同的行銷策略之設計。

摘要 ii
Abstract iii
誌謝 v
目錄 vi
表目錄 viii
圖目錄 ix
第一章 緒論 1
1.1研究背景與動機 1
1.2研究目的 2
1.3研究範圍與對象 3
1.4研究內容與流程 3
第二章 文獻回顧 6
2.1國外電子收費系統實施案例 6
2.1.1挪威Toll Ring計畫 6
2.1.2新加坡ERP計畫 6
2.1.3美國紐約E-ZPass系統 7
2.1.4加拿大多倫多407ETR計畫 7
2.1.5相關研究 7
2.2科技接受模式 7
2.3個體選擇模式 9
第三章 研究方法 15
3.1個體選擇模式 15
3.1.1羅吉特模式介紹 15
3.1.2模式參數估計 17
3.1.3模式檢定 18
3.2結構方程式 19
3.2.1模式介紹 19
3.2.2信度效度檢驗 20
3.2.3績效評量指標 20
3.3敘述性偏好法 21
3.3.1基本概念 21
3.3.2實驗設計 22
3.3.3分析方法 22
3.4本研究架構圖 23
第四章 問卷設計與資料分析 25
4.1問卷設計與內容 25
4.1.1社經與個人特質之問項設計 25
4.1.2敘述性偏好之實驗設計 27
4.2問卷調查 29
4.3基本統計分析 30
4.3.1方案被選擇次數之統計 30
4.3.2樣本特性分析 32
4.3.3樣本特性與選擇方案之交叉分析 36
第五章 模式構建與估計結果 39
5.1信度與效度分析 39
5.1.1信度分析 39
5.1.2效度分析 41
5.2未考慮潛在變數之選擇模式 42
5.3處理潛在變數之選擇模式 45
5.3.1聯立數值法 45
5.3.2二階段估計法 50
第六章 行銷策略分析與研擬 52
6.1E通機之價格策略分析 52
6.2購機費退回之策略分析 52
6.3通行費價格之策略分析 52
第七章 結論與建議 54
7.1結論 54
7.2本研究貢獻 55
7.3建議 55
參考文獻 57
附錄一 問卷調查內容 61

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