台北捷運所提供的便利、迅速交通運輸服務，改善台北都會區的交通狀況，轉變台北的城市風貌，已成為台北都會區生活中不可或缺的一環。為了使消費者能更有意願搭乘捷運，台北捷運公司於2005年7月15日首次發行「捷運一日票」，使遊客能夠在一日內不限搭乘次數及距離，以低廉之交通費用，充分使用捷運從事休閒遊憩活動。研究結果發現，購買捷運一日票的消費者之旅次目的多為休閒遊憩旅次。學生族群購買意願較高。捷運一日票對高收入以及年齡稍長的消費者之吸引力則有待加強。

The mode choice modeling in the classic transportation model is important for transportation planning in regions that have transit service. Increasing urban automobile travel volumes has forced transportation planners to consider the effectiveness of adding or improving public transportation to reduce congestion in the highway network and maintain concentration of business and recreational activity. To attract more recreational trips, Taipei Mass Rapid Transit provided One Day Pass. It is discovered that students with trip purpose of recreation are more likely to take advantage of one day pass. On the other hand, one day pass has difficulties in attracting senior citizens and travelers with high income.