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探討高雄捷運潛在顧客特性之研究 = The Characteristic...

國立高雄大學都市發展與建築研究所

探討高雄捷運潛在顧客特性之研究 = The Characteristics of Kaohsiung MRT Potential Riders

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	The Characteristics of Kaohsiung MRT Potential Riders
作者:	李佳倫,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	民99[2010]
面頁冊數:	107面圖，表 : 30公分;
標題:	高雄捷運
標題:	MRT
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/47443634564723795857
摘要註:	政府為促進高雄都會區之功能與持續發展，興建捷運系統為都市發展帶來新契機與助益。然高雄之都市與經濟發展不如預期，導致投資者與產業進駐有限，私人運具使用也不如預期轉移使用大眾運輸，至今大眾運輸使用率僅有7%，與高雄市施政目標15%相差甚遠。如何提昇民眾使用大眾運輸之習慣，進而使捷運系統之建置發揮其效益，為目前最為迫切的課題。本研究以2009年高雄捷運顧客調查資料為基礎，首先對於潛在顧客運輸行為特性進行分析，並探究潛在顧客運輸行為特性於空間分佈情形。在依獨立樣本t考驗、卡方考驗與單因子變異數分析，探究空間變項與滿意度於運輸行為的關聯性。研究成果除可較清楚解析潛在顧客運輸行為與空間特性，亦可作為未來運輸規劃與行銷的參考依據。研究結果發現，潛在顧客旅次主要目的，以上班上學為主，主要運具為機車與汽車，乃因其方便且機動性強，捷運路網不足、習慣原有機動運具為其不以捷運為主要運具之因素，以期望優先改善捷運路網不足問題，其次改善轉乘接駁路網、運輸服務問題與降低捷運票價，滿意度達81.81%。再者，在實際沒有捷運站體的行政區，潛在顧客仍感知認為住家、活動範圍附近有捷運站，由此可知，潛在顧客的感知認為並沒有被絕對距離所局限。潛在顧客對高雄捷運的滿意度在居住所在行政區域、感知認為住家、活動範圍附近有無捷運站、有無搭乘過高雄捷運、與主要運具使用意見反映上，皆有明顯的不同。本研究歸納提出結論為：公共運輸路網服務與轉乘接駁路網的經營管理完善，及軟、硬體設施設置周全，潛在顧客較容易搭乘大眾捷運系統以及給予較高滿意度。再者，習慣原有機動運具亦是其不以捷運為主要運具的原因之一，因此建議相關單位可嘗試舉辦各項行銷、促銷活動及針對潛在顧客之需求增加附屬服務，將公共運輸服務與民眾生活圈相互結合，由吸引轉為習慣使用公共運輸工具。因此，加強公共運輸路網與轉乘接駁路網經營管理與服務的完備，並以快速、便利、安全為準則，吸引潛在顧客搭乘公共運輸工具，培養通勤族群，穩固高雄捷運運量。 To stimulate the function and sustainable development of Kaohsiung metropolitan area, the government constructed the Mass Rapid System to create opportunities in urban development. However, both the unban and economic development of Kaohsiung is not as expected. This leads to the limitation of investors and industries. 7%, which is far smaller than 15% as the government’s target, of public transport utility rate shows private vehicle users are unexpectedly not change to use public transport. At present, the most urgent issue is how to enhance the public in the habit of using public transport, and thus bring out the benefits of Mass Rapid System.Based on the data of Kaohsiung MRT customer survey in 2009, this study first analyzes the transport behaviors of potential riders, and space distribution situations. Then, we explore the relationship between the space variables and satisfaction of the behaviors according to the independent sample t test, chi-square test and one-way ANOVA analysis. The research results will help not only understanding the transport behaviors and space features more clearly, but also being the reference of transportation planning and marketing in the future.The result shows that, the purposes of trips for the potential riders are mainly going to school and work. They usually use motors and private vehicles but not MRT. The main reasons are the convenience and mobility of private vehicles, poor network of MRT and in habit of using private vehicles. 81.81% of the customers prefer improving MRT network and interchanging connections, solving problems of transport services and reducing the MRT ticket price in higher priority. The residential places and working areas with MRT station or not, is not limited to the actual distance. There are obvious differences in the transport behaviors and satisfaction at different residential areas, satisfaction at different transport behaviors, and reasons of not using MRT as main transport at different behaviors.The final conclusions showed that potential riders will be properly willing to take the MRT system with high satisfaction once the service of public transport network system and the management of interchanging connection network are improved, and also both software and hardware facilities are sufficiently provided. In addition, another main reason for customers not taking the MRT is their habit of using own vehicles. Thus, it is suggested that the related department should try organizing any kinds of marketing and promotion activities, and ancillary services satisfying the needs of potential riders. These encourage the fusion of the public transport service and the public so that customers will start relying on the public transportation. Therefore, it is a must to strengthen the public transport network and interchanging connection system, improve management and service in order to provide a fast, convenient and safe transportation system to customers. More commuting parties will enjoy the MRT and thus increase and stabilize the occupying rate of it.

探討高雄捷運潛在顧客特性之研究 = The Characteristics of Kaohsiung MRT Potential Riders
李, 佳倫

探討高雄捷運潛在顧客特性之研究 = The Characteristics of Kaohsiung MRT Potential Riders / 李佳倫撰 - [高雄市] : 撰者, 民99[2010]. - 107面 ; 圖，表 ; 30公分.
參考書目：面.
高雄捷運MRT

探討高雄捷運潛在顧客特性之研究 = The Characteristics of Kaohsiung MRT Potential Riders
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