消費者對台灣高鐵的純損風險知覺因素分析

Factor Analysis of Consumers' Pure Risk Perception for High Speed Rail in Taiwan

10.30003/JRM.200912.0004

楊雅玲(Ya-Ling Yang)；孫佩瑜(Pei-Yu Sun)

高速鐵路 ； 純損風險 ； 風險知覺 ； High Speed Rail ； pure risk ； risk perception

風險管理學報

11卷2期（2009 / 12 / 01）

197 - 217

繁體中文

高速鐵路（High Speed Rail, HSR）為台灣地區最重要的大眾運輸系統之一，而在發展大眾運輸的同時，首當其要必為運輸安全的考量。鑒於台灣高鐵營運至今，雖尚未有重大意外事件發生，但與高鐵相關的負面新聞卻時有所聞，間接影響乘客的搭乘意願。本研究從消費者的角度，探討台灣高鐵的乘客所知覺之純損風險因素構面、乘客在各因素構面的風險評估是否會受人口統計因子的影響、及各因素構面對乘客搭乘意願的影響。經由因素分析方法將乘客的風險知覺因素問項，分類成六個構面，其命名分別為「硬體設備及危險管理能力」、「硬體設計及服務人員」、「購票及驗票系統」、「車體設計」、「準時及穩定」、和「地理座落位置」。以單因子變異數分析檢定不同乘客特徵在六個不同知覺構面是否具顯著差異，發現男性比女性在「車體設計」和「準時及穩定」兩構面上有較低的風險知覺。而使用迴歸分析發現在「硬體設計及服務人員」、「硬體設備及危險管理能力」、及「地理座落位置及行車附加設備」三方面顯著正向影響乘客搭乘意願。最後對高鐵公司、政府、及乘客及提出風險管理建議。

The High Speed Rail is one of the most important mass transit systems now in Taiwan. In the meanwhile of developing mass transit system, the most important thing which travelers care about is the security of transportation. The High Speed Rail has been operating for a short time in Taiwan; passengers have much query and fear about its security. For this reason, this study applies empirical study to probe the passengers' perceived risk factors and the factors influencing the passengers' willingness for taking Taiwan High Speed Rail. By factor analysis method, there are six dimensions extracted to assess passengers' perceived risk factors, including hardware equipment and ability of managing risk, hardware design and service staff, the system of purchasing tickets and examining tickets, the design of cars, on time and steady, and the location of stations and added equipment. And this paper uses the analysis of variance method to attain the result of male have lower risk perception than that of female on the design of cars and on time and steady. Furthermore, this study derives the passengers' risk perception on hardware equipment and ability of managing risk, hardware design and service staff, and the location of stations and added equipment have significant positive influence to the take willingness of passengers through mean by regression analysis. Finally we present some risk management suggestions to the government, the High Speed Rail Company, and passengers.

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