| Summary: | 碩士 === 銘傳大學 === 管理研究所 === 95 === At present, domestic ticket system had developed by demand and properties of each area. Comparing with foreign systems, applied areas aren’t still extensive and general. For example, Taipei easy card, to combine two conveyances (buses and MRT) and parking areas at present. Refer to foreign experience, it still has a lot of space of functional development and applied areas enlargement in Taipei easy card. Therefore, the study will discuss the key factors of influencing consumers’ degree of importance and satisfaction. Also, according to key factors to understand consumers’ intention of using easy card in future. The result will offer improving references of future function envelopment and applied area enlargement to decision units.
The study of main target and area is the consumers who use Taipei easy card in big Taipei area. Owing to cost and time factors, use convenience sampling to get sample data. The amount of sending questionnaires is 370, receipting effective questionnaires is 305. The rate of receipt is 82.43%. Base on data from receipting questionnaires, using SPSS (statistic software) to arrange and analyze it.
From combination of 4 key factors (service, product, price, and trade mode), using importance-satisfaction analysis to discover the performance of price factor is better, and service factor is worse. About the relation of overall satisfaction and key factors which influence consumers to use easy card. According to the result of regression analysis, there is a positive relation between key factors and overall satisfaction. In which, the more significant factors are service, price, and product factors. The relation of overall satisfaction and use intention, according to the result of correlation analysis indicates only a part positive relation. In which, applied area and loyalty are significant positive related to overall satisfaction, and mode combination is only not. In the future, about increasing the rate of hold and use in Taipei easy card. Especially, related units notice service improvement, and offer price discount policies to the other applied area.
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