以計畫行為理論探討通勤族選擇公共自行車之研究： 以新竹科學園區為例

Abstract

隨著低碳運輸與永續都市發展受到重視，公共自行車逐漸成為都市短距離移動、公共運輸接駁與通勤旅次的重要交通工具。然而，通勤者是否願意使用公共自行車，並非僅受系統建置與站點配置影響，也與使用者之態度、外部支持、騎乘能力信心、道路環境阻礙及使用經驗有關。本研究以新竹科學園區通勤者為研究對象，結合計畫行為理論、理性行為理論、社會生態模型理論與分解式計畫行為理論，建構公共自行車使用意圖模型。 本研究採問卷調查法進行資料蒐集，共取得300份有效問卷，並以結構方程模型進行信效度分析、模型適配度檢定與路徑分析。研究結果顯示，態度、主觀規範與知覺行為控制皆對公共自行車使用意圖具有顯著正向影響，其中以態度之影響最大(β=0.529)，其次為主觀規範(β=0.412)與知覺行為控制(β=0.233)。此外，外在感知阻礙對使用意圖具有顯著負向影響(β=-0.313)，顯示交通流量大、自行車道受阻、車速過快與危險道路交叉口等因素，可能降低通勤者使用公共自行車之意願；外在感知支持對使用意圖之影響則未達顯著水準。 進一步分析發現，象徵與情感效益最能反映態度構面，人際因素與制度因素最能反映主觀規範構面，安全操控能力與車流中騎乘能力則較能反映知覺行為控制構面。此外，公共自行車使用經驗是影響範圍最廣之背景因素，不僅能提升態度、主觀規範、知覺行為控制與使用意圖，也能降低外在感知阻礙。 綜合而言，本研究建議未來新竹科學園區推動公共自行車時，應強化公共自行車正面形象與情感認同，建立企業與園區低碳通勤文化，提升使用者騎乘能力信心，降低道路交通阻礙，並增加初次使用與試乘機會，以促進公共自行車作為園區低碳通勤工具之發展。

With the growing emphasis on low-carbon transportation and sustainable urban development, public bicycles have become an important mode for short-distance mobility, public transit connection, and commuting. This study focuses on commuters in Hsinchu Science Park and integrates the Theory of Planned Behavior, the Theory of Reasoned Action, the Socio-Ecological Model, and the Decomposed Theory of Planned Behavior to examine factors influencing public bicycle usage intention. A questionnaire survey was conducted, and 300 valid responses were collected. Structural equation modeling was used for reliability and validity analysis, model fit assessment, and path analysis. The results show that attitude, subjective norm, and perceived behavioral control have significant positive effects on public bicycle usage intention. Among them, attitude has the strongest effect (β=0.529), followed by subjective norm (β=0.412) and perceived behavioral control (β=0.233). Perceived external barriers have a significant negative effect on usage intention (β=-0.313), while perceived external support does not show a significant effect. Further analysis indicates that symbolic and affective benefits best represent attitude, interpersonal and institutional factors best represent subjective norm, and safe handling ability and cycling ability in traffic best represent perceived behavioral control. In addition, prior public bicycle usage experience positively influences attitude, subjective norm, perceived behavioral control, and usage intention, while reducing perceived external barriers. Overall, this study suggests that future public bicycle promotion in Hsinchu Science Park should strengthen the positive image of public bicycles, build a low-carbon commuting culture, enhance users’ confidence in cycling, reduce road traffic barriers, and increase opportunities for first-time use and trial riding.