| Summary: | 碩士 === 國立政治大學 === 經濟學系 === 105 === WeMo Scooter, the startup in our country, held the large-scale opening ceremony and the riding experience in the early Oct, 2016, in Xinyi District, Taipei City, which provides the rental service of electric scooter. The goal was expected to change the city condition of Taipei in the future five years.
This research digs into the purchasing intention of electric scooter rental service, and the factors of affecting purchasing preference. First, the survey researches the important factors of electric scooter rental service, and applies conjoint analysis to design second-step survey, which are sent through social networking with convenience sampling. We will collect 238 valid questionnaires, and analyze, including frequency distribution, cluster analysis, and test of independent hypothesis.
Using the reverse order weighting method, we finalize four factors, which are the price, weather condition, the purpose of usage, and the duration time during walking to the objective, electric scooter. With the conjoint analysis, we also finalize the results. The relative importance of factors are separately weather condition, which the importance occupies 63.06%, price, which importance occupies 17.84%, the duration time during walking to the objective, electric scooter, which importance occupies 14.31%, purpose of usage, which importance occupies 4.80%. The best service set of electric scooter rental service would be: $10 first 10 mins, and $4 per mins after 10 mins, also plus 2 mins walking time.
With the purchasing preference of testee, we analyze two-step cluster analysis. We finalize the best number of cluster would be three, and have the value of cluster sample and part-worth. Cluster 1 emphasize the weather condition, so was named "Weather Sensitive Group", cluster 2 emphasize the price, so was named "Price Sensitive Group", cluster 3 emphasize the time during walking to the objective, electric scooter, so was named "Convenience Preference Group".
The empirical result shows that the early operation of WeMo Scooter should put emphasis on "Weather Sensitive Group", and later operation can do the differentiated marketing to "Convenience Preference Group", while "Price Sensitive Group" is not the objective group of this study. This research analyzes the most important factors of customers using electric scooter rental service, and also the best factors of level combination. With this, we can separate the customers by cluster analysis, and give the proper conclusion and suggestion. We expect to give the reference for those who are the service vendor of electric scooter rental service under the caring sharing economy models or those who have potential to enter this industry. Furthermore, we can proceed to use the differentiated segmentation to determine the marketing strategy which accords with the electric scooter rental service.
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