A Study on the Adoption of Distance-Based Toll Collection System for Freeway Drivers

• Main Authors: Wu, Yi-chun, 吳依純
• Other Authors: Liao, Tsai-Yun
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/57268547357684858525

碩士 === 國立嘉義大學 === 行銷與運籌研究所 === 99 === Electronic Toll Collection (ETC) is part of an Intelligent Transportation System. It is an information technology-based system allow drivers install On-Board Units (OBU) with a smartcard inserted that electronically identifies and charges vehicles as they pass through a tollbooth without stopping or slowing down. The current ETC is a toll-based collection system in Taiwan. Since tollbooths on freeways are located approximately every 40 km, lots of freeway users are toll-free, especially in metropolitan areas. Despite the potential benefits for reducing traffic congestion, the utilization rate of ETC for drivers has been lower than expected. In order to alleviate traffic delay in tollbooths and consider equity principle in toll collection, the electronic distance-based charging system (EDBS) will be implemented overall on freeways in December 2012. Because of the low utilization rate of ETC in Taiwan, many studies have explored the factors affecting the attitude and intention of ETC service adoption. However, the prior experience has not been taken as an affective factor. The experience is not only a major factor of adoption for technology-related information system, but also directly affects personal attitude and behavior. The objective of this study is to investigate the critical antecedents of drivers’ intention of EDBS service adoption by integrating Technology Acceptance Model (TAM), Innovation Diffusion Theory (IDT), and prior experience of ETC. The Structural Equation Modeling (SEM) is applied to construct the relationship and hypothesis examined in this study. AMOS and SPSS software are used to analyze the data of questionnaire collected from 341 drivers on the freeway service area. Through the data analysis from freeway drivers, it can be shown that attributes of perceived fairness, perceived cost, perceived risk, perceived value, and prior experience of ETC positively engender drivers’ intention of EDBS service adoption. The results also show attribute of perceived risk only influences the drivers who have not installed OBU for ETC service and attribute of perceived ease of use strongly influences the drivers who have installed OBU. The drivers’ perceived value of EDBS service will positively increase the usage of the system. These findings reveal strategy implications for the promotion and implementation of EDBS service adoption, and might help to better manage the system implementation in the future.