| Summary: | 碩士 === 國立臺灣大學 === 土木工程學研究所 === 101 === With the opportunity of institutional reforms and mergers, municipal governments start to re-structure the bus transit systems in terms of network optimization and operation integration. These efforts aim to improve the operating environment and service quality in order to increase the passengers’ willingness to use public transport. However, if the general public could not obtain the information of the network optimization and operation integration, it’ll be not only unable to attract general public to experience the convenience and advantage of public transportation but also unable to increase the market share of public transportation. Therefore, it is necessary to increase the public awareness of relevant efforts on improvements of network integration and service quality through effective marketing strategies in order to increase the possibility of migration to public transportation. Based on the above background, this study aims to explore the effect of different types of advertising on mode choice behaviors of bus transit users. It is also expected to identify the most effective types of advertising in order to provide information on marketing strategies for the operators and governments.
A case study is conducted for the bus reform in Tainan City while a mode choice model is developed to analyze the influences of advertising and the involvement. The results have confirmed that the advertising impacts on passenger behavior are quantitatively identified. The marketing strategies and the analyses for Tainan City may also be applied for developing marketing strategies in other cities.
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