A Study of High-speed Rail Passenger Involvement and Willingness to Pay

• Main Authors: Lai Meng-Cong, 賴孟聰
• Other Authors: Liao Tsai-Yun
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/53496792590129252954

碩士 === 國立嘉義大學 === 行銷與運籌研究所 === 101 === Recently, high-speed railway (HSR) has become a popular transportation mode in the western transportation market of Taiwan due to the rapid economic growth and increasing demand of long-distance travel. Comparing with other transportation mode, HSR provides higher quality service such as on time, safety, and low pollution. However, Taiwan High Speed Rail (THSR) has to face the competition with Taiwan Railway and Intercity Bus in the western transportation market. Employing proper marketing strategies with preferential fares is important for the increases of occupancy rates and market share. In this study, three models, Logit model, Probit model and Bivariate Probit model, are used to analyze the major factors that affect travelers’ intention, especially passenger involvement, to choose THSR. Contingent Valuation Method (CVM) is applied to investigate the willingness to pay (WTP) of passengers. By investigating passengers' questionnaire, the results show that passenger behaviors on Taipei-Kaohsiung, Taipei-Taichung and Taichung-Kaohsiung are different. The extents of different passenger involvement also affect WTP. WTP for high involvement group is 2.32% higher than that of low involvement group. The findings reveal that passenger involvement might play a role as a moderator in the relationship between service evaluation and behavioral intention.