陳敦基CHEN, Dun-Ji曾郁恆Tseng, Yu-Heng2020-10-192025-08-252020-10-192020http://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=id=%22G060756019O%22.&%22.id.&http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/110588交通部為了要解決台灣的塞車問題而打造「MaaS」交通整合服務且特別對國道五號塞車問題進而發展「UMAJI」。UMAJI是一個交通服務APP，功能包含路線規劃、預約旅次、旅行時間預估、行動支付等，透過所有用戶的資訊， 提供客製旅運 資訊 給予用戶使用，以滿足每個族群的用戶旅運需求。因此，本研究根據MaaS&UMAJI設計誘因方案，了解民眾是否會因為誘因而改變運具選擇行為。本研究 是希望原私人運具民眾可以改選大眾運輸工具、或不使用大眾運輸工具之民眾可以多使用預約旅次；本研究利用敘述性偏好設計誘因方案情境，以網路發放問卷調查有宜蘭旅遊經驗的小汽車民眾，了解受訪者的每個因素。再透過多項式羅吉特模式 建構 城際 旅行之運具選擇行為模式。根據基本統計結果顯示，多數人還是會選擇使用小汽車方案，但選擇有預約旅次的人佔了最多數，表示民眾不是只有受到誘因的影響，還可能包含運具本身的便利性、可及性等因素，因此本研究根據這些資料加以彙整，給予行銷管理意涵、結論以及建議。本研究的校估結果顯示，民眾比較重視旅行時間；且當每個方案下降10%~30%的成本以及時間，機率皆是都 有 提升的，其中在時間與成本下降時選擇的機率變動比最大的皆是小汽未預約旅次的方案而變動最小皆是小汽車有預約旅次的方案。In order to solve the traffic congestion problem in Taiwan, the Ministry of Transportation and communication developed the "UMAJI" APP for National Freeway No. 5 as a typical demonstration. "UMAJI" is a kind of APP for the integrated transportation service, which includes route planning, trips booking, travel time estimation, Mobile payment, etc., and can also collect all the information from the users to provide the customized travel information for them and meet the user’s travel needs for each group. Therefore, this study designed the incentives scheme based on UMAJI to understand whether the people will change their mode choice behavior. This study hopes that the original car users can choose public transportation, or the people who do not use public transportation can use more travel reservations. this study uses the stated preference method to design incentive alternative scenarios, and use through online questionnaires to investigate the people who has been travelled to Yilan. Based on the data of survey, the Multinomial Logit Model is used to construct the mode choice model of intercity travel . According to the basic statistical results, most people still choose to use the car to travel, but the people who choose to book a trip account for the largest number, which indicate that the public is not only affected by incentives, but may also include the convenience and accessibility of the car itself. This study consolidates these data and research results, then gives marketing management implications, conclusions and recommendations. The results of this study show that people pay more attention to travel time and when the price and time of each mode alternative are reduced by 10% to 30%, the choice probability are improved. The biggest change of the choice probability in time and price is non-trips booking, and the smallest one is the trips booking alternative.MaaS&UMAJI預約旅次誘因運具選擇多項式羅吉特模式MaaS&UMAJItrip bookingincentivemode choiceMultinomial Logit Model