採效用最大化理論建構之運具選擇模型，除於理論上忽略了不可觀測之心理變數外，其實證分析結果可能因忽略了個體間之異質性，而無法客觀反映票價折扣等行銷策略所形成之影響。有鑑於此，本研究結合個體經濟學、心理學、消費者行爲理論建構運具選擇模型，並引入行銷學中廣被應用的涉入理論，將旅運者依捷運涉入程度的高低進行市場區隔後，分別建立運具選擇模型，以探討不同涉入程度旅運者之運具選擇行爲。模型實證分析結果顯示，不同涉入程度旅運者之運具選擇行爲具有差異性；而爲具體分析此異質性所引發之效果，乃進行票價彈性分析，模擬結果顯示，票價優惠對提升大眾運具運量之效果，捷運高涉入族群明顯高於低涉入族群。

Adopting the mode choice model that was constructed by the Utility Maximum Theory might have two problems. From the theoretic aspect, this model overlooked the variables of psychology that were invisible and unpredictable. Besides, the analysis of its experimental result might also neglect the individual heterogeneity. Thus, the model could not objectively reflect the impact caused by the marketing strategies such as pricing discount. Due to these reasons, this study tried to construct a mode choice model which combined with Individual Economics, Psychology, and theory of consumer’s behavior. Furthermore, this model introduced the involvement theory applied widely in the field of marketing, segmented the travelers according to their involvement in mass rapid transit, and constructed the mode choice model. The model results indicated that the travelers' mode choice behaviors varied by their involvement level. In order to analyze the effect of heterogeneity further, this study performed price elasticity analysis of pricing discount. The results showed that the effects of pricing discount on increasing public transportation ridership to travelers with higher level of involvement are significantly greater than those travelers with lower level of involvement.