| Summary: | 碩士 === 國立成功大學 === 交通管理科學系 === 102 === The purpose of this paper is to investigate the traveler’s choice behavior towards two combined perishable products services-evidence from high-speed rail (HSR) and car rental industry services. This study adopts the stated preference method to obtain the possible alternatives with combinations of attribute variable levels. According to characteristics of travelers, in order to understand choice behavior of different types of travelers, the objects of this study will be divided into business travelers and leisure tourists. This study adopts the hybrid discrete choice model (HDCM) which includes psychological factors, to investigate the impact of mode choice preference under different types of travelers. Our results indicates that the higher degree in the perceived costs of business travelers are less preferred HSR and car rental combination as well as driving by self; however, the higher degree in the perceived costs of leisure tourists prefer HSR and car rental combination as well as driving by self. The higher degree in the involvement and information source of business travelers prefer HSR and car rental combination as well as driving by self. The higher degree in the perceived value of leisure tourists are less preferred HSR and car rental combination as well as driving by self.
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