多元整合出行服務(MaaS)願付價格之研究

Abstract

近年來由於雲端技術及共享經濟的興起，將行動裝置結合旅運需求之「多元整合出行服務」(Mobility as a Service, MaaS)成為各國交通運輸部門積極推動的政策。然而，多元整合出行服務為一新興之概念，推動MaaS服務之各國對於其配套方案及價格訂定仍處於摸索階段。因此，本研究目的係以條件評估法結合量化模式對於MaaS潛在使用者之願付價格進行分析。本研究透過條件評估法中的開放雙界二元法之詢價方式取得受訪者之願付價格，並透過Tobit模式及起始點偏誤模式校正受訪者之願付價格及其影響因素。針對高雄哈馬星地域實證研究之結果顯示，產品認知、旅次經驗、社經背景等因素皆對願付價格有顯著影響。對於願付價格之金額分析結果顯示，若依據受訪地區最常使用運具前三名組合而成之套裝方案，包含捷運、公車及公共自行車，在全部樣本之情況下，所估計之平均金額約為954元，95%之信賴區間為930至978元；單就非學生族群樣本之情形分析，所估計之平均金額約為981元，95%之信賴區間為949至1014元；若僅統計學生族群樣本，所估計之平均金額約為900元，95%之信賴區間為873至928元。研究成果可作為未來MaaS定價與服務規劃設計之參考。

In recent years, due to the rise of cloud computing and sharing economy, Mobility as a Service (MaaS) which combines the functions of mobile devices with needs of travel demand has become one of the most important policy in transportation departments around the world. However, MaaS is a brand new concept, the way to decide the service package and price are still in the stage of development. Hence, this study aims to use the contingent valuation method (CVM) and Tobit model to estimate the willingness to pay (WTP) of Mobility as a Service. The study obtained the information from questionnaires by double-bounded dichotomous choice with open-ended followed up method and explored user’s willingness to pay and its influence factors by Tobit model and starting point bias model. Hamasen District in Kaohsiung City has been selected for case study. The findings of case study show that the influence factors of willingness to pay include perception of products, travel experience and social background. It is also shown from the estimation results of Tobit analysis that if the service package including bus, MRT and pubic bike, which are the most popular transportations in Kaohsiung, the user’s willingness to pay of MaaS is NT$ 954 in all samples with the confidence interval between NT$ 930 to NT$ 978. The willingness to pay in the same condition is NT$ 900 for student group with the confidence interval between NT$ 873 to NT$ 928 while it is NT$ 981 for non-student group with the confidence interval NT$ 979 to NT$ 1,014. Research results could be considered as references for planning and design of service package for MaaS.