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題 名 | 臺北市微笑單車YouBike之服務品質與消費行為分析=A Study of the Service Quality and Consumer Behavior in Taipei YouBike |
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作 者 | 陳一郎; 卓筱婷; 周盈琦; 趙昫; 林芸平; 歐寅生; | 書刊名 | 明志學報 |
卷 期 | 43:2 2014.10[民103.10] |
頁 次 | 頁71-83 |
分類號 | 496.34 |
關鍵詞 | 臺北微笑單車; 服務品質; 消費行為; Taipei YouBike; Service quality; Consumer behavior; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究主要調查消費者對台北市YouBike微笑單車的服務品質滿意度,同時也瞭解使用者的消費行為特性。利用在不同時間點與租借站的使用者進行問卷調查,本研究共蒐集159份有效問卷。研究結果發現,現階段 YouBike 服務對於消費者而言可說各取所需,對象以年輕學生為主,男女比例約相等,以短程代步、通勤、運動、休閒為主要目的,顯示YouBike的確提供並滿足消費者的多元需求。從服務品質分析結果可知,免費騎乘30分鐘的設計令受訪者的滿意度最高,表示此免費騎乘策略奏效,不宜輕易變更,這也可能是影響消費者對於微笑單車的使用意願。整體而言,消費者對於 YouBike 的服務滿意度極佳,與免費30分鐘騎乘設計有關,消費者因免費而享受「服務」而非「交易」,因此使服務預期處在較低水準,使實際認知服務品質相對提高。而在所有的品質要項中,針對租車站無車可租時,無法按時補車這一缺失,可能是目前行政單位極需改善的重點,如何達到「隨時有車可騎」的境界 (如燈號管理等),相信可提高 YouBike 的整體服務品質。 |
英文摘要 | This study was to investigate the satisfaction in service quality of Taipei YouBike, as well as the user behavior. One hundred and fifty nine respondents were surveyed by a questionnaire that developed by this study. Results show that Taipei YouBike can generally satisfy the needs for various purposes of users. Most of the users are young people and the proportion between men and women is almost half of each. The purposes of people consuming the YouBike system include the short–distance travel, commute, exercise, and leisure. Most users particularly appreciated the free of charge for the first 30-min cycling. This would be important and hold the users’ motivation of YouBike use in a higher level. In summary, the service quality of the YouBike system was substantially excellent and the preferential free cycling highlights the system to the service substance and not the trade. This free cycling policy managed the users’ service expectation to a relatively low level and therefore results in the higher perceived service quality. However, an issue for the insufficient bike problem, a relatively low score in all service quality items, should be cautioned and improved to assure the users can get the bike at any moment. This may further enhance the total service quality of Taipei YouBike. |
本系統中英文摘要資訊取自各篇刊載內容。