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題名：考慮選擇集合、市場定位及個體異質性之城際客運選擇模式
作者：楊志文 引用關係
作者(外文)：Chih-Wen Yang
校院名稱：國立成功大學
系所名稱：交通管理學系碩博士班
指導教授：段良雄
學位類別：博士
出版日期：2003
主題關鍵詞：多項羅機；個體異質性；市場定位；選擇集合；兩階段選擇模式；隨機係數；Two-stage discrete choice model；Random coefficients；Multinomial logit；Choice set generation；Brand positioning；Individual heterogeneity
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本研究探討的主題為多元替選方案下的城際客運選擇行為。在由多運具與多品牌(服務等級)組成的多元選擇情境下，分別從消費者層面的選擇決策與產品層面的方案差異性進行個體選擇行為之探討。研究目的在於探討個體的選擇集合、方案的市場定位及個體異質性對選擇行為之影響。實證研究的資料是利用自行設計的電腦問卷蒐集敘述性偏好數據，旅次型態為台南台北間城際大眾運輸旅客的旅運選擇，研究對象為由運具與品牌組成的8種現有運輸方案，以及新方案高鐵。
在選擇集合課題方面，藉由兩階段選擇模式的構建探討內生性的個體選擇集合，以比較不同選擇集合假設的模式優劣，並探討個體異質性對於兩階段選擇模式之影響，以及新方案高鐵對於選擇行為之影響。實證結果發現以內生方式決定個體旅客選擇集合的兩階段選擇模式的解釋能力相當良好。旅行時間與旅行成本變數在兩階段選擇模式的選擇集合與方案選擇階段都發揮了作用。在異質性方面，不論是在選擇集合階段或方案選擇階段考慮個體的異質性均可顯著增加模式的解釋能力，但方案選擇階段的個體異質程度對模式解釋能力之影響大於選擇集合階段之影響。兩階段均考慮個體異質性模式之績效優於僅在單一階段考慮異質性之模式，而個體在不同階段的異質性可能互相影響。新方案高鐵加入市場對個體旅客的選擇集合與方案選擇均產生影響。
在市場定位課題方面，分別以選擇彈性與個體偏好的定位方法探討替選方案的市場定位，以比較不同定位方法的差異，並探討服務水準變數與個體社經特性對於市場定位之影響，以及高鐵加入對於市場定位的影響。實證結果發現以個體偏好作為定位依據的選擇圖像具有較佳的模式解釋能力，而連續性的隨機權重法為較佳的異質指定方式。在解釋變數的定位效果方面，旅行成本、旅行時間、及個人所得為市場定位的重要影響因素。現有運輸方案的市場定位分佈偏向於以旅行成本高低作為區隔，可區分為三家航空公司、和欣客運及台鐵自強號、統聯客運及國光客運等3大集群，而高鐵加入後對於台鐵自強號與立榮航空的影響最大。
在整合模式方面，構建結合選擇集合與市場定位的整合模式，以期能同時從消費者層面的選擇集合及產品層面的市場定位完整地探討個體的選擇行為。實證結果發現整合模式顯著優於單獨考慮選擇集合或市場定位的選擇模式，並能大幅提升模式的解釋能力。不考慮選擇集合的定位模式可能導致選擇集合機率低的方案之市場定位產生偏誤。
This research considered both consumers’ decision-making and attributes difference among products to study travel behavior of intercity passengers faced multi-alternative choice situation. The subjects include the effects of choice set generation, brand positioning, and individual’s heterogeneity on individuals’ travel behavior. A customized computer survey was designed to collect the stated preference data of intercity travelers traveling between Tainan and Taipei. The full choice set includes eight existing alternatives and one new alternative, i.e., High Speed Rail (HSR).
First, we constructed two-stage discrete choice models and compared their explanatory power. The effect of individual’s heterogeneity on choice set generation and alternative choice was also discussed. The results showed that two-stage choice models, whose choice sets were endogenously determined, had very good explanatory power. Travel time and travel cost variables affected both the choice set generation stage and alternative choice stage. Considering heterogeneity in the choice set generation stage and/or alternative choice stage would significantly increase choice models’ explanatory power. The effect of heterogeneity in the alternative choice stage is greater than that of the choice set generation stage. The model considering heterogeneity in both stages had best results. Including heterogeneity in one stage would affect the results in the other stage. The new alternative high-speed rail did affect individual traveler’s choice behavior in both stages.
Second, we used both attributes’ elasticities and individual’s preference to analyze brand positioning and compared their difference. The effects of level of service attributes and individual’s socio-economical characteristics on brand positioning were discussed. This study also investigated the change of market competition after the introduction of HSR. The results showed that choice mapping, using individual’s preference as the bases of brand positioning, had good explanatory power and random weight method was the best way to capture individual’s heterogeneity. Travel cost, travel time, and personal income were very important in the determination of brand positioning. The brand positioning of existing alternatives was decided by their travel cost. The market can be distinguished into three groups: three airlines, Ho-Hsin bus and Tze-Chiang railway, United bus and Kuo-Kuang bus. Tze-Chiang railway and UNI airline would suffer most after the introduction of HSR.
Third, we developed an integrated model combining both choice set generation and brand positioning. The results show that this model had better explanatory power than those considering only choice set generation or brand positioning. The brand positioning of alternatives with low choice probabilities in the choice set generation stage would be biased if the choice set generation was not considered.
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