Ubike使用者知覺價值類型分析

The Cognitive Value Types of Ubike through Users’ Perspectives

10.6510/JTLM.3(2).04

劉仲矩(Chung-Chu Liu)；廖子寧(Tzu-Ning Liao)

公共自行車 ； 知覺價值 ； Q方法 ； Public bicycle ； Perceived Value ； Q method

觀光與休閒管理期刊

3卷2期（2015 / 12 / 01）

43 - 57

繁體中文

隨著現代生活中科技與交通的快速擴張，人們開始思考現代交通工具帶給人們的影響及外部成本，而作為具備高度便利性及對環境友善的自行車共享系統－Ubike在此時因應而生，使用者不受塞車限制、不用付出昂貴車費，亦不對環境造成過多影響，在此系統使用愈顯頻繁之下，瞭解Ubike使用者對Ubike的知覺價值便更顯其重要性。本於此主題較少研究者探討，故採Q方法進行，本研究以Q陳述句進行資料收集與分析，有效樣本共計19位，並歸納Ubike使用者知覺價值類型包括功能便利型、環保節能型、效益效率型。了解Ubike使用者知覺價值類型，可提供相關業者在經營與改善自行車共享系統上的服務內容與功能之參考。

As the technology and communications spreading considerably fast in modern life, people started to ponder on the negative effects of the modern public transportation. Therefore, bicycle sharing system, Ubike, which is highly convenient and environment-friendly appeared. By means of this system, Ubike users are not restricted by traffic jam, do not need to pay for the expensive fare, and do not cause many effects on the environment. Because of the frequent usage of this system, realizing Ubike users’ perceived value became a vital issue. Because there are less study discuss about this theme, so this research use Q method to proceed, collect information and analyze. There are 19 valid samples and we classify them into function-convenient type, energy-saving type and benefit-efficiency type. Through realizing the cognitive type of Ubike users, people in relative industries can refer to these data to improve the contents and functions of bicycle sharing system.