臺灣高鐵與臺鐵自強號各類服務屬性中，部份屬性支持常乘旅客繼續搭乘，部份屬性阻礙持續消費。亦即，再購動機與內在阻抗的拉鋸抗衡，型塑其決策思維。在量尺定錨概念下，本研究應用羅序模式進行對數勝算尺度轉換，建立資料結構的推論基礎，探究兩鐵受試者的運其選擇行為模式，裨益投以妥適的行銷組合。研究顯示：臺灣高鐵促銷手法靈活，車次密集及到站準時、環境整潔美觀、資訊明確暢通、無障礙空間與人員態度為其優勢；設站區位偏僻、轉乘不便為其相對劣勢。臺鐵站區掌握交通便利及區域優勢，票價平實誘使顧客持續再購；然而，車次稀疏及到站延遲、無障礙空間不全、搭車環境與人員態度為其改善方向。

Regarding various service properties provided by Taiwan High Speed Rail and Taiwan Railway, some are likely to uphold passengers' decisions to consume again for their future journeys, while the others pose obstacles, known as psychological impedances from their next choices. Internally speaking, "re-purchase motive" and "psychological impedance" are two confronting forces in every consumption decision making and lead to decision-making thoughts. Utilizing the concept of anchoring the scale in this study, the Rasch model is conducted to convert log odds scale to establish inferences basis of the data structures in order to identify the respondents' behaviour patterns for selecting transportation and finally, employing appropriate marketing practices. The research findings suggest that competitive advantages for Taiwan High Speed Rail are flexible promotions of various ticket prices, frequent runs, on-time arrival, clean environment, explicit and updated information, barrier free space for disabilities and professional service personnel. However, the disadvantages include the remote locations from city centers and inconvenience of transferring. On the other hand, main stations of Taiwan Railways are right located in city centers with the key advantages of convenient transportation and passenger-friendly neighborhoods. Moreover, the much cheaper ticket fare plays an important role of the repeat patrons' repurchase motives. However, those infrequent runs, delay of arrival, lack of barrier free space for disabilities, the untidy environment and the attitude of the service personnel are the obvious drawbacks of Taiwan Railways and needed to be improved.