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題名：探討高鐵實施不同票種之價格促銷方案對小汽車駕駛人運具選擇行為的影響
書刊名：運輸學刊
作者：郭奕妏 引用關係／馮正民 引用關係／葉文雅
作者(外文)：Kuo, Yi-wen／Feng, Cheng-min／Yeh, Wen-ya
出版日期：2012
卷期：24:4
頁次：頁435-466
主題關鍵詞：臺灣高鐵；價格促銷；運具選擇；服務品質；離散選擇模式；Taiwan High Speed Rail；Price bundling promotion；Modal choice；Service quality；Discrete choice model
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(2) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:2
  • 共同引用共同引用:22
  • 點閱點閱:136
依大眾運輸行銷觀點，實施價格促銷策略對提高達量具顯著效果，為吸引更多私人運轉搭高鐵，本研究設計五種不同高鐵票種之價格促銷方案，分析其對小汽車駕駛人運具選擇決策的影響，並同時了解服務品質看法對運具選擇的影響。實證研究針對臺灣西部高速公路小汽車駕駛人進行問卷調查，共蒐集969份有效樣本。本研究利用巢式羅吉特模式分別針對短、中與長程旅次資料校估模式係數與巢式結構，結果顯示可及便利性為小汽車駕駛人是否轉搭高鐵之關鍵服務品質因素，旅行時間與費用等方案屬性亦為運具選擇時重視的變數。以促銷票種來看，「單人來回票折扣」與「兩人同行合購優惠」效果最佳，對長程旅次尤其顯著；折扣最低的「八張組合優惠券」因單次購票總額較高，致使成效有限；至於「離峰折扣」的效果則較差。建議高鐵可鎖定不同目標客戶實施不同票種價格促銷方案，有助於提高小汽車駕駛人轉搭高鐵意願。
This study discusses the implementation of price bundling promotions by case study of Taiwan High Speed Rail (THSR), and realizes freeway drivers' viewpoints of service qualities and their modal choice behavior. A questionnaire survey was designed through stated preference approaches collect car drivers' modal choice behaviors under five price promotion scenarios. From this survey, we extracted significant latent variables that influence car drivers' modal choice behavior on transport service qualities via factor analysis. Choice behavioral models regarding modal choice and price bundling promotions choice via discrete choice models were developed. The results showed that modal choice behaviors are significantly affected by transport service qualities. Variables of travel time and travel cost are also empirically verified in modal choice behavioral models. Round-trip discount and joint-purchase ticket are most effective marketing programs to attract car drivers to change their modal choice, especially for long distance trips. Coupon with eight tickets has limited effect due to its higher total purchase cost. Discount in non-peak hours has little effect on car drivers. Finally, some marketing implications are addressed based on analytical results which may assist in promoting the operation of THSR and enhancing its market share.
期刊論文
1.Dissanayake, D.、Morikawa, T.(2010)。Investigating Household Vehicle Ownership, Mode Choice and Trip Sharing Decisions Using a Combined Revealed Preference/Stated Preference Nested Logit Model: Case Study in Bangkok Metropolitan Region。Journal of Transport Geography，18(3)，402-410。  new window
2.Espino, R.、Martín, J. C.、Roman, C.(2008)。Analyzing the Effect of Preference Heterogeneity on Willingness to Pay for Improving Service Quality in an Airline Choice Context。Transportation Research Part E: Logistics and Transportation Review，44(4)，593-606。  new window
3.石豐宇、謝正宏(20090300)。應用賽局理論研擬高速鐵路通車後之國道客運競爭策略。運輸計劃，38(1)，69-83。new window  延伸查詢new window
4.任維廉、胡凱傑(20010600)。大眾運輸服務品質量表之發展與評估--以臺北市公車系統為例。運輸計劃，30(2)，371-407。new window  延伸查詢new window
學位論文
1.梁志隆(2000)。台北大眾捷運系統服務品質與顧客滿意度之研究(碩士論文)。國立中山大學。  延伸查詢new window
圖書
1.Zaltaman, G.、Burger, P. C.(1975)。Marketing Research Fundamentals and Dynamics。Taipei：New York：Hwa-Tai Book Company：John-Wiley and Sons。  new window
2.邱皓政(2003)。結構方程模式--LISREL的理論、技術與應用。雙葉書廊。  延伸查詢new window
3.黃芳銘(2002)。結構方程模式--理論與應用。臺北市：五南。  延伸查詢new window
其他
1.王盈惠(2007)。台灣高速鐵路營運後對城際間運送能量影響之研究。  延伸查詢new window
2.交通部(2010a)。交通統計要覽--臺鐵、高鐵旅客列車客座利用率。  延伸查詢new window
3.交通部(2010b)。交通統計--公共運輸使用率。  延伸查詢new window
4.李家悅(2003)。航空業服務品質與企業形象之研究。  延伸查詢new window
5.李宜臻(2007)。高速鐵路運輸之旅客服務行銷策略--以台灣高速鐵路公司為例。  延伸查詢new window
6.林幸加(2009)。國內城際大眾運輸業受高鐵營運後之衝擊評析與未來因應策略之研究。  延伸查詢new window
7.陳順宇(1998)。多變量分希。  延伸查詢new window
8.經濟部能源局(2009)。國內油品價格查詢。  延伸查詢new window
9.鄭永祥、郭蕙瑜(2010)。探討兩種不可儲存服務商品結合之旅客選擇行為--以高鐵與飯店服務為例。  延伸查詢new window
10.謝尚行、徐翊庭(2009)。高鐵通車前後臺灣西部走廊旅客運具選擇行為之比較分析。  延伸查詢new window
11.蘇恆毅(2000)。大臺北都會區高運量大眾捷運系統服務品質、顧客滿意度與購後行為之研究。  延伸查詢new window
12.Brons, M., Givoni, M., and Rietveld, P.(2009)。Access to Railway Stations and Its Potential in Increasing Rail Use。  new window
13.Correnti, V., Capri, S., Ignaccolo, M., and Inturri, G.(2007)。The Potential of Rotorcraft for lntercity Passenger Transport。  new window
14.Coto- Millán, P., Inglada, v., and Rey, B.(2007)。Effects of Network Economies in High-speed Rail: The Spain Case。  new window
15.Diamond, W. and Johnson, R. R.(1990)。The Framing of Sales Promotions An Approach to Classification。  new window
16.González-Savignat, M.(2004)。Will the High-speed Train Compete against the Private Vehicle?。  new window
17.Hensher, D. A. and Prioni, P.(2003)。A Service Quality Index for Area-wide Contract Performance Assessment。  new window
18.Kotler, P. and Keller, K. L.(2006)。Marketing Management。  new window
19.Ortúzar, J. de D. and Simonetti, C.(2008)。Modeling the Demand for Medium Distance Air Travel with the Mixed Data Estimation Method。  new window
20.Park, Y. and Ha, H. K.(2006)。Analysis of the Impact of High-speed Railroad Service on Air Transport Demand。  new window
21.Roman, c., Espino, R., and Martin, I. C.(2007)。Competition of High-speed Train with Air Transport: The Case of Madrid-barcelona。  new window
22.Yang, C. W. and Sung, Y. C.(2010)。Constructing a Mixed-logit Model with Market Positioning to Analyze the Effects of New Mode Introduction。  new window
圖書論文
1.McFadden, Daniel L.(1973)。Conditional Logit Analysis of Qualitative Choice Behavior。Frontiers in Econometrics。Academic Press。  new window
 
 
 
 
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