臺灣博碩士論文加值系統

共享單車為生活帶來很大的便利，也為城市注入永續與健康城市的意象，其便宜、方便及環保的特質，使共享單車快速的在全球所推廣。
在推廣方面，市場區隔法能有助於幫助城市推廣公共運具的使用，以制定最佳服務各個子市場之策略以增加公共交通乘客，幫助區分同族群，了解群體的異質性。本研究欲了解民眾使用共享單車意圖之決定因素，並使用市場區隔方法來幫助城市增進共享單車之使用量。
首先使用結構方程模式並透過構面：「追求新奇性」、「享樂主義」、「實用主義」、「環境意識」、「態度」、「使用者體驗」與「意圖」，洞悉影響民眾使用意圖之因素。
結果顯示「追求新奇性」、「享樂主義」、「實用主義」、「態度」，對於意圖有正向影響。「環境意識」、「使用者體驗」與「意圖」並無顯著正向關聯。
接著使用kmeans群集分析法，將全體受訪者用上述構面加以分群，結果為四群分別是「樂於使用共享單車者」、「高度環境意識者」、「高度實用主義者」以及「共享單車愛好者」。
最後提供給業者管理建議包含提升民眾追求新奇性、增加享樂性、宣傳實用主義價值、推廣環境意識與增進民眾騎乘體驗，可增進民眾使用意圖；給予政府的政策建議包含設置更完善之自行車專用道、增加自行車道之號誌符號、管理自行車道之障礙物，增進騎乘之安全性，能夠提升使用者體驗，促進共享單車之使用量。

Sharing bicycles brings great convenience to life, and the idea of sharing bicycles also instills the image of a sustainable and healthy into the city. It is cheap, convenient and environmentally friendly. Make shared bikes quickly available worldwide.
In terms of promotion, the market segmentation method can help the city promote public transport,and formulate strategies to increase the use of public transport, help differentiate the groups, and understand the heterogeneity of groups.This study aims to understand the determinants of people's intention to use shared bicycles and market segmentation methods to help cities increase the use of shared bicycles.
First, using the structural equation model and through the facets: "Novelty seeking" "Hedonism" " Utilitarianism" "Environmental awareness" "Attitude" "User experience" and "Use intention" to gain insight to people's intentions of use.
The results showed that " Novelty seeking " "Hedonism" " Utilitarianism" and "Attitude" have a positive effect on intentions. There is no significant positive association between "Environmental awareness", "User experience" and "Intention."
Then, using the k-means cluster analysis method, all interviewees were grouped using the above-mentioned aspects. The result was four groups “Willing to use shared bikes” “High environmental awareness” “Highly Utilitarianism” and “Shared bicycles lovers”.
Finally, providing management suggestions to the industry and government policy recommendations include the establish more comprehensive bicycle lane. Increase the number of bicycle lane signs, manage obstacles on bicycle lanes, and increase the safety of riding, which can improve the user experience and promote the use of shared bicycles.

摘要 ii
Abstract iii
致謝 iv
圖目錄 viii
表目錄 ix
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 3
1.3 研究目的 4
1.4 研究課題及範圍 5
1.5 研究流程 6
1.6 論文組織 7
第二章 文獻回顧 9
2.1 共享單車 9
2.1.1 國內外共享單車現況 9
2.1.2 共享單車發展 20
2.1.3 自行車相關研究 23
2.2 市場區隔 23
2.2.1 市場區隔理論 23
2.2.2 市場區隔於運輸部門之運用 29
2.2.3 市場區隔相關研究 34
2.2.4 常見市場區隔方法 36
2.3 構面定義與相關研究 37
2.3.1 新奇性 37
2.3.2 享樂主義 38
2.3.3 實用主義 39
2.3.4 態度 40
2.3.5 環境意識 41
2.3.6 使用者體驗 41
2.3.7 使用意圖 42
2.3.8 社會經濟變數 43
2.4 小節 43
第三章 研究方法 45
3.1 研究概念架構與假說發展 45
3.1.1 研究架構 45
3.1.2 研究假說發展 46
3.1.3 變數操作型定義說明 50
3.1.4 問卷設計與抽樣 54
3.2 資料分析方法步驟 60
3.3 驗證性因素分析 61
3.4 信效度分析 63
3.4.1 信度分析 63
3.4.2 效度分析 64
3.5 結構方程模式 65
3.6 集群分析 69
3.6.1 階層群集分析法 69
3.6.2 非階層群集分析法 70
第四章 研究結果 72
4.1 樣本敘述性統計分析結果 72
4.2 信效度分析 82
4.3 結構方程模式分析結果 87
4.4 集群分析結果 89
第五章 結論與建議 98
5.1 結構方程模式研究結論 98
5.2 集群分析研究結論 99
5.3 管理意涵 102
5.4 政策意涵 105
5.5 未來研究方向建議 106
參考文獻 107
英文參考文獻 107
中文參考文獻 117
網路資源 117
附錄- 學術研究調查問卷前測 119
學術研究調查問卷正式問卷 123

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