| Summary: | 碩士 === 國立交通大學 === 運輸與物流管理學系 === 102 === Generally speaking, the intercity bus carriers should have a fixed origin and destination, fixed operating schedule, and definite path while operating a route. However, in order to increase passenger load factor and revenue, carriers would set up more stations nearby interchanges, and stop by as many interchange stops on schedule as possible. It means that the diversified operating types of routes have been created by carriers. The purpose of this research is to explore the passengers’ preference of different types of route services, and to analyze the antecedents of the passengers’ choice behavior. This study apply conjoint analysis to explore passengers’ preference behavior toward three operating types of intercity bus routes on single route. This study targeted on those passengers who have traveled, via an intercity bus, from Taipei to Kaohsiung or Taipei to Kangshan. The results show that, in the scenarios of “stop at the station nearby interchange within the route” and “directly to the secondary-stop”, the most important factor that passengers considered is journey time. Moreover, in the scenario of “transfer on route”, the most important factor that passengers considered is whether to transfer. The passengers have willingness to pay more for non-transfer. In addition, this study also discussed the preference of the combination of the service product, the factors of influenced preference, the willingness to pay of attributes and market segmentation in these three scenarios. Finally, this study demonstrates the suitable combination of the service product for each segmentation, and provides management strategies for intercity bus carriers. This study also proposes some suggestions for the future research.
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