潛在使用者對在地化共享運輸服務潛願付價格之研究：以偏鄉居民為例

A STUDY ON POTENTIAL USERS' WILLINGNESS-TO-PAY FOR LOCAL DEMAND RESPONSIVE SHARED TRANSIT SERVICES: A CASE STUDY OF RURAL RESIDENTS

梁竣凱(Jyun-Kai Liang)；盧宗成(Chung-Cheng Lu)；陳健程(Chien-Cheng Chen)

在地化共享運輸服務 ； 需求反應式公共運輸服務 ； 條件評估法 ； 願付價格 ； local transport sharing services ； demand responsive transit service ； contingent valuation method ； willingness-to-pay

運輸計劃季刊

50卷3期（2021 / 09 / 30）

199 - 223

繁體中文

偏鄉地區路途遙遠，現有客運業者不願進入服務，公共運輸營運模式多採固定班次固定路線缺乏彈性，使得偏鄉的公共運輸營運服務水準難以提升。為此，交通部於2018年起於花東地區開展在地化共享運輸型態的需求反應公共運輸服務（Demand Responsive Transit Services, DRTS），以當地居民車輛為主要運具，透過預約可到府接送，較傳統DRTS更具營運彈性。由於在地化共享運輸型態的DRTS目前仍為測試階段，故尚未向使用者收取費用；但若考量財務永續面對此新服務進行收費，瞭解在地居民的願付價格是重要的議題。本研究以在地化共享運輸服務的在地居民使用者為研究對象，藉由問卷調查的方式，分析在地居民對於在地化共享DRTS的願付價格。共蒐集尖石鄉與泰安鄉民共311份有效問卷，以條件評估法建構詢價情境，並利用OLS迴歸模型與區間迴歸模型校估受訪者的願付價格。研究結果顯示，性別、年齡、平均月收入、安全駕駛與搭乘費用的重要度皆會顯著影響在地居民的願付價格影響，而願付價格模型估計分別為42元與40元。希冀本研究結果能作為在地化共享DRTS定價與服務設計時之參考。

The inflexibility of the fixed-timetable and fixed-route mode of traditional demand responsive transit services (DRTS) makes it difficult to improve the service level in rural areas. To address this issue, the Ministry of Transportation and Communication (MOTC) has launched a new type of DRTS, local-sharing DRTS, in Hualian county and Taidong county since 2018. The new service, which uses local residents' vehicles as the main modal, may be configured to depart on-demand or by appointment, or may be configured to depart at pre-determined or regular times. It is more flexible than traditional DRTS. The development of the local-sharing DRTS is still in the infant stage, so it is free for the users. If the authorities decide to charge the users for the new service, it is very important to understand the users' willingness to pay for the service. In this study, we use contingent valuation method to design local-sharing DRTS bidding situations to investigate the users' willingness-to-pay (WTP) of local-sharing DRTS. WTP validating using OLS regression and interval regression are conducted using the questionnaire surveys of the local-sharing DRTS potential users of local residents living in Jianshi and Tai'an Township. 311 valid questionnaires are collected. The results of the empirical analysis indicate that gender, age, income, and the importance of safe driving and fares all have significant impacts on WTP of local residents. The WTP of local residents estimated by OLS regression and interval regression and are NT$42 and $40, respectively. The findings of this study can be applied to pricing and service design of local-sharing DRTS.

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