| Summary: | 碩士 === 國立臺灣大學 === 土木工程學研究所 === 101 === Taxi, with the characteristic of door-to-door, private and convenient, plays an
important role in urban public transportation system. Due to macrocosm environment
and policy evolution, Taiwan’s taxi industry is now facing the problems of
over-working and low income, which is a major issue of policy discussion. Besides
the policies of excess supply, license plate restriction, satellite dispatch and service
type, differential pricing is also a strategy which both the government agency and taxi
industry concerned. It’s generally known that same pricing fare of all taxis cannot
reflect the operational cost of different car categories and diminish drivers’ intention
on maintenance or replacement of old car, which directly influences service level and
driving safety of taxis. This study is based on the theory of differential pricing which
designs different taxi pricing fare according to different taxi categories’ cost and
service level, then through questionnaire survey and choice behavior analysis to
evaluate the feasibility of taxi differential pricing in Taipei city. This study also uses
individual mode choose model to evaluate vital factors which affect passengers’
choice behavior of different fares, and probe into the feasibility of deluxe taxi in
Taipei. The result indicated that due to the reason of economic condition and the high
acceptance rate of brand taxi, it is now unsuitable for Taipei’s taxis to bring
differential pricing into practice, but the public is willing to pay higher fares of deluxe
taxi which indicates the room for high-quality deluxe taxi.
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