免費公車服務品質，知覺價值，乘客滿意度與行為意向之研究—多層次模型之應用

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姓名

黃心韻(Hsin-yun Huang) 查詢紙本館藏

畢業系所

土木工程學系

論文名稱

免費公車服務品質，知覺價值，乘客滿意度與行為意向之研究—多層次模型之應用
(A Study on Service Quality, Perceived Value, Passenger Satisfaction and Behavioral Intention of Free Bus Service -- Application of Hierarchical Linear Modeling)

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摘要(中)

近年來免費公車為各鄉鎮市或是某些行業會主動提供的服務，過去的研究多以一般市區公車為研究對象，並無針對免費公車進行乘客的滿意度評估。本研究將以台灣35個有提供免費公車的地區，進行影響乘客滿意度之分析。
本研究以1382 位來自35 個城市的乘客為例，以傳統的迴歸分析、結構方程模式(Structural Equation Modeling, SEM)和階層線性模式(Hierarchical Linear Modeling, HLM)，進行脈絡效果的分析。
研究數據指出，利用HLM 的脈絡效果模型可以證明脈絡變數與個體解釋變數之間的影響，也發現脈絡變數存在組間的差異。本研究最後以HLM 分析的結果發現只有該地區乘客平均的服務品質對於個體層次的變數有顯著弱化的解釋力，平均的知覺價值和滿意度，則對個體層次的變數無顯著解釋力。

摘要(英)

Free bus services have become popular in recent years. However, unlike normal bus services, there has no study on the performance, particularly satisfaction of passengers, for free bus services. This research is aimed to address this important issue using both the traditional statistical analysis and hierarchical linear modeling (HLM) technique.
Based on the 1382 questionnaires collected from 35 cities in Taiwan, the results verify that both individual variables and contextual variables have certain effects in HLM and the contextual variables in different groups are statistically different. We also observed that the average satisfaction quality of the passengers from a group would weaken the explanatory capability of individual variables in that group. Moreover, the average perceived value and
satisfaction has shown no effect on the variables pertaining to the individual level.

關鍵字(中)

★ 免費公車
★ 結構方程模式
★ 階層線性模式

關鍵字(英)

★ Structural Equation Modeling
★ Free bus service
★ Hierarchical Linear Modeling

論文目次

摘要.....................................................................................................................................................................I
ABSTRACT......................................................................................................................................................... II
誌謝................................................................................................................................................................. III
目錄..................................................................................................................................................................IV
圖目錄..........................................................................................................................................................VI
表目錄........................................................................................................................................................VII
第一章緒論..................................................................................................................................................... 1
1-1 研究背景與動機................................................................................................................................. 1
1-2 研究目的............................................................................................................................................. 2
1-3 研究範圍與對象................................................................................................................................. 2
1-4 研究流程............................................................................................................................................. 3
第二章文獻回顧............................................................................................................................................. 4
2-1 免費公車相關文獻.............................................................................................................................. 4
2-2 服務品質............................................................................................................................................. 9
2-3 知覺價值........................................................................................................................................... 16
2-4 滿意度............................................................................................................................................... 17
2-5 行為意向........................................................................................................................................... 19
2-6 服務品質、知覺價值、滿意度與行為意向之關係........................................................................ 21
2-6-1 服務品質與知覺價值.............................................................................................................. 21
2-6-2 服務品質與滿意度.................................................................................................................. 21
2-6-3 服務品質與行為意向.............................................................................................................. 21
2-6-4 知覺價值與滿意度.................................................................................................................. 21
2-6-5 知覺價值與行為意向.............................................................................................................. 21
2-6-6 滿意度與行為意向.................................................................................................................. 21
2-7 大眾運輸相關文獻............................................................................................................................ 22
第三章研究方法........................................................................................................................................... 26
3-1 研究設計........................................................................................................................................... 26
3-2 研究架構與假設............................................................................................................................... 27
3-3 操作型定義與問卷設計.................................................................................................................... 28
3-4 抽樣設計........................................................................................................................................... 30
3-5 資料分析方法................................................................................................................................... 31
3-5-1 敘述性統計.............................................................................................................................. 31
3-5-2 信度與效度.............................................................................................................................. 31
3-5-3 結構方程模式.......................................................................................................................... 31
3-5-4 階層線性模式.......................................................................................................................... 32
第四章實證分析結果................................................................................................................................... 34
4-1 敘述性統計....................................................................................................................................... 34
4-2 題項分析........................................................................................................................................... 37
4-3 問卷信度與效度分析........................................................................................................................ 42
4-4 結構方程模式分析............................................................................................................................ 44
4-5 階層線性模式分析............................................................................................................................ 45
4-5-1 以知覺價值為依變項的HLM分析........................................................................................ 46
4-5-2 以滿意度為依變項的HLM分析............................................................................................ 50
4-5-3 以行為意向為依變項的HLM分析........................................................................................ 60
第五章結論與建議....................................................................................................................................... 80
5-1 結論................................................................................................................................................... 80
5-1-1 乘客特性................................................................................................................................. 80
5-1-2 題項分析結果.......................................................................................................................... 80
5-1-3 HLM分析結果......................................................................................................................... 80
5-1-4 研究結論................................................................................................................................. 81
5-2 建議................................................................................................................................................... 82
參考文獻.............................................................................................................................................................. 83

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指導教授

陳惠國(Huey-kuo Chen)

審核日期

2010-7-28

推文