根據交通部統計處民眾日常使用運具狀況調查資料顯示，99年台灣地區公共運輸平均使用率僅13.9%，台南地區4.8%敬陪末座。有鑑於此，提升台南地區公共運輸使用率乃為地方政府當務之急。本研究以台南地區為例，以結合動機-機會-能力理論(Motivation-Opportunity-Ability, MOA)、計畫行為理論(Theory of Planned Behavior, TPB)與推敲可能模式(Elaboration Likelihood Model, ELM)作為研究模式架構，並加入涉入與空間尺度作為區隔旅運者的變數，以探討影響民眾運具選擇行為意向之因素。
本研究台南地區公車使用者為主要研究對象，在各公車候車亭進行問卷面訪，有效問卷樣本數為453份，資料分析方法採用結構方程模式與迴歸分析，研究結果為「涉入」對「TPB理論變數」與「體驗行銷」和「運具屬性」有正向影響關係，並進而影響到「行為意向」；高涉入族群對「態度」有正向影響關係，進而影響「行為意向」；低涉入族群對「主觀規範」無顯著關係，但「主觀規範」會影響「行為意向」；高涉入群組中，體驗行銷的「思考」、「關聯」、「行動」體驗對行為意向有顯著正向影響；低涉入群組中，「感官」、「關聯」體驗和「運具屬性」對「行為意向」有顯著正向的影響；原台南縣市對體驗行銷的「感官」、「思考」、「關聯」體驗和「運具屬性」對「行為意向」有顯著正向影響，其中原台南縣顯著性多了「行動」體驗。
根據研究結果顯示，為提升台南地區旅運者的公車搭乘行為意向，應致力於提升其公車涉入程度，以因地制宜的行銷策略來推廣大眾運輸，讓一般民眾體認到大眾運輸系統與生活密切地結合。

Commuters in Tainan region are the main object of study. After analyzing the questionnaire of 453 valid samples, which were collected in bus stops with the method of Structural Equation and Regression Modeling. Results indicated that level of involvement had a positive effect on experiential marketing, vehicle property, and behavior intention. The group with high level of involvement shows that attitude and experiential marketing of sense, feel, act had a positive effect on behavior intention. The group with low level of involvement shows that subjective norm, vehicle property, and experiential marketing of sense, relate, had a positive effect on behavior intention. The group of Tainan City and County show that experiential marketing and vehicle property had a positive effect on behavior intention. According to the results, managerial implication for increasing public transit ridership are also discussed.

第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 5
1.3 研究範圍與對象 5
1.4 研究流程 5
第二章 文獻回顧 7
2.1 臺南市公共運輸發展概況 7
2.2 運具選擇行為 13
2.3 消費者行為理論 14
2.3.1 計畫行為理論 15
2.3.2 動機、機會、能力理論 17
2.3.3 推敲可能性模式 19
2.3.4 涉入理論與應用 20
2.3.5 體驗行銷 27
2.4 小結 31
第三章 研究設計 32
3.1 研究架構 32
3.2 研究假說 33
3.3 問卷設計流程與尺度衡量 35
3.4 研究變數操作型定義、構面與問項 36
3.5 資料收集與抽樣方式 42
3.6 資料分析方法 44
第四章 資料分析 48
4.1 敘述性統計 48
4.2 信度分析 52
4.3 樣本特性與因素構面之差異分析 54
4.3.1 獨立樣本t檢定 54
4.3.2 單因子變異數分析 56
4.4 因素分析 72
4.5 驗證性因素分析 74
4.5.1 各構面之收斂效度分析 81
4.5.2 各構面之區別效度分析 83
4.6 結構方程模式分析 87
4.7 區隔變數之差異分析 92
4.7.1 涉入程度 92
4.7.2 空間尺度 99
4.7.3 客運業者 102
4.8 管理意涵與應用 110
第五章 結論與建議 118
5.1 結論 118
5.2 建議 119
參考文獻 121
附錄一 問卷調查工作計畫書 125
附錄二 台南市公車使用行為意向調查問卷 135

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