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研究生:莊裕哲
研究生(外文):Yu-Che Chuang
論文名稱:雙北市公車乘客知覺服務品質、知覺價值、滿意度、行為意向路線與乘客之跨層次中介效果與調節式中介效果
指導教授:陳惠國陳惠國引用關係
指導教授(外文):Huey-Kuo Chen
學位類別:碩士
校院名稱:國立中央大學
系所名稱:土木工程學系
學門:工程學門
學類:土木工程學類
論文出版年:2012
畢業學年度:101
語文別:中文
論文頁數:114
中文關鍵詞:服務品質知覺價值滿意度行為意向階層線性模式多層次中介效果多層次調節式中介效果
外文關鍵詞:service qualityperceived valuesatisfactionbehavioral intentionshierarchical linear modelingmultilevel mediationmultilevel moderated mediation
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公車系統為都市大眾運輸的主幹,它在都市載客服務上扮演重要的角色,且與都市成長規模有莫大的關係。因交通技術成熟與公車路網建置完善,不僅可擴大都市服務範圍,促成都市規模擴展,更可提升都市的競爭力。除了一般的收費公車外,近年來,各鄉鎮縣市政府或是企業團體為了不同的目的,編列預算提供免費公車之服務,這項福利也為民眾解決交通問題。
本研究以收費公車與免費公車的乘客為研究對象,蒐集自臺北市與新北市三十六條路線 (1114位乘客) 之公車乘客知覺服務品質、乘客知覺價值、乘客滿意度與乘客搭乘後之行為意向的問卷資料,並以階層線性模式分析路線與乘客間的跨層次構念變項關係。
研究結果顯示,乘客對於收費公車與免費公車所提供的服務品質無顯著差異,而在乘客知覺價值、滿意度與行為意向方面有顯著差異。另外,階層線性模式分析發現,總體層次服務品質對於個體層次構念變項存在直接效果,亦存在著多層次中介效果、多層次調節式中介效果。

Bus system plays an important role in the urban mass transportation, and it also has a critical relationship with the growth of the city. By improving the transportation system and operating a comprehensive network of services in the city not only can broaden the bus service range and also helps to promote the competitiveness of the city. Nowadays, apart from the normal bus services, some local governments and businesses also provide free buses for people to solve the daily transport problems.
This research used both buses that charge and free buses in Taipei City and New Taipei City as the objects, included 36 bus routes (1114 passengers) in total. By giving out questionnaires, the researcher explored the service quality (SQ), perceived value (PV), passenger’s satisfaction (SA), and the behavioral intentions (BI). Followed by an interpretation by using hierarchical linear modeling (HLM), to analyse the cross-level construct variable relationship between the routes and the passengers.
The result indicated that there are no any significant difference between the service quality of the free buses and the buses that charge. Yet in passengers’ perceived value, passenger’s satisfaction, and the behavioral intentions, the results showed that there is a substantial difference between the objects. Additionally, through the HLM, it came to a conclusion that there are direct effects between the group level service quality and the individual level conceptual variables, and also consisted by lots of multilevel mediation effects and multilevel moderated mediation effects.

目錄
中文摘要 i
英文摘要 ii
誌謝 iii
目錄 v
圖目錄 vii
表目錄 viii
第一章 緒論 1
1-1研究背景與動機 1
1-2研究目的 3
1-3研究範圍與對象 3
1-4研究流程 5
第二章 文獻回顧 7
2-1大眾運輸相關文獻 7
2-1-1公車定義與分類 8
2-1-2免費公車定義與分類 9
2-1-3公車相關研究 14
2-2服務品質相關文獻 17
2-2-1服務的定義與特性 17
2-2-2品質的定義 18
2-2-3服務品質的定義 21
2-3知覺價值相關文獻 30
2-3-1知覺價值的定義 30
2-3-2知覺價值模式 31
2-4滿意度相關文獻 32
2-5行為意向相關文獻 37
2-6服務品質、知覺價值、滿意度與行為意向之關係 39
第三章 研究方法 42
3-1研究背景 42
3-2研究架構與假設 44
3-3操作型定義與問卷設計 45
3-4抽樣設計 48
3-5資料分析方法 50
第四章 實證分析與結果 60
4-1受訪乘客基本資料敘述性統計分析 60
4-2問卷信度與效度分析 65
4-2-1預試問卷分析 66
4-2-2正式問卷分析 71
4-3變數相關分析 74
4-4階層線性模式分析 76
4-4-1 變項聚合適切性 76
4-4-2多層次中介效果與調節式中介效果分析 77
第五章 結論與建議 91
5-1研究結論 91
5-2研究建議 93
5-3管理意涵 95
參考文獻 97
附錄A臺灣地區所有旅次之相關運具使用率指標 106
附錄B臺灣地區所有旅次運具之使用率 107
附錄C路線資料 108
附錄D正式問卷 112
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