創新停車導引資訊系統加值服務之消費者評價調查

A Consumer Research on Innovative Service of Parking Guidance Information System

周建亨(Chien-Heng Chou)；汪偉霖(Wei-Lin Wang)；賴玫延(Mei-Yen Lai)

停車導航資訊系統（PGIS） ； 聯合分析法 ； 消費者調查 ； Parking navigation information system (PGIS) ； Conjoint analysis ； Consumer research

行銷科學學報

5卷2期（2009 / 12 / 01）

179 - 201

繁體中文

隨著停車導航資訊系統的技術水準提昇，若能有效整合停車場、車廠或是行動通訊設備等業者，將可突破目前業界應用停車導引資訊系統的困境，進一步創新商業服務模式。然而，創新商業服務模式的成敗，除了技術與生產的可行性之外，消費者是否接受也是不可忽略的關鍵。因此，本研究目的是了解消費者對於創新停車導航資訊系統的評價。實證研究透過問卷調查，了解台北市駕駛人的基本特性、生活型態、以及車輛使用行為，並透過聯合分析法，估計駕駛人對於創新停車導引資訊系統之加值服務的接受程度。研究發現市場上存在有兩個規模相當的區隔，若針對兩個市場區隔制定行銷策略，預期市場滲透率或是總收益皆高於不進行市場區隔的行銷成果。本研究有助於希冀創新商業模式的業者了解市場概況、認識目標客群、制定最適產品組合與定價，並可供作後續發展行銷策略的參考依據。

The advance in the technology of parking guidance information system (PGIS) makes promising application of the system. In addition to the technological feasibility, consumer acceptance is also a key factor to the success of the application. This paper intends to explore consumer evaluation of such an innovative PGIS. A questionnaire survey was conducted to understand potential users' lifestyles and car-use behaviors. Conjoint analysis was also applied to evaluate those users' preferences and purchase intentions of the system. The empirical study of car drivers in Taipei city identified two segments of nearly equal size but with distinct lifestyles, preferences, and price sensitivity. Based on the finding, the optimal information design and price of the system were further proposed and estimated. This research could serve a demonstration for marketers to investigate consumer evaluation of a new product/service and to formulate further product and price strategies.

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