| Summary: | 碩士 === 國立交通大學 === 管理科學系所 === 106 === On December 17, 2016, Taiwan High Speed Rail (THSR) was on its eve of the ten-year anniversary and the passenger traffic had broken through 400 million. In the first day of 2018, the ridership had even reached up to 280 thousand, which set a record since established. In 2017, the annual transport volume even had a record-breaking 60 million passengers. To approach the increasing passenger traffic and the limited ticketing office, THSR provided other different ticketing channels. Due to the diversified channels, the proportion of station ticketing declined gradually; however, along with the growth of passenger traffic, the number of station ticketing still rose moderately. Because of finite ticket counters and facilities, it is an important mission for THSR to enhance ticketing services and guide the passengers to buy tickets via the channels outside the station.
The participants in this study were Hsinchu citizens and questionnaire surveys were adopted to collect data. The EBM model was used as a conceptual framework; also, the lifestyle and demographics variables were used as personality segmentation. After analyzing the lifestyle of consumers, we got their characteristic for the segmentation. This study used SPSS statistical analysis and all data were analyzed with factor analysis, Chis-square test, cluster analysis and ANOVA analysis.
The results showed that THSR ticketing channels Hsinchu citizens chose could be effectively segmented by lifestyle variables. Personality segmentation had significant difference among carriage level, ticket type, ticket channel, how earlier the passengers buy the ticket and whether bought ticket beforehand. Finally, according to the results of study, personality segmentation was proposed for THSR Company’s reference on future target market and market strategy planning
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