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題名 新世代智慧交通(ITS) -自動駕駛團體捷運系統創新接受模式之研究
Next Generation ITS - A Study of Innovative Acceptance Model on Autonomous Group Rapid Transit System
作者 黃英裕
Stevenson, Ying-Yu, Huang
貢獻者 洪為璽<br>季延平
Hung, Wei-Hsi<br>Chi, Yan-Ping
黃英裕
Stevenson, Ying-Yu, Huang
關鍵詞 智慧交通
自動駕駛
團體捷運系統
科技服務接受模式(TSE, TAM, UTAT2 or TOE )
二階結構方程模型
偏最小平方迴歸
共享經濟
體驗行銷/體驗管理/體驗經濟
Experience Management
Intelligent Transportation System, ITS
Group Rapid Transit, GRT
Autonomy Bus Rapid Transit, ART
Technology Acceptance Theory (TAM, UTAT2 or TOE
Technology, Sharing and Experience (TSE)
Second-Phase SEM (Structural Equation Modeling)
SmartPLS(PARTIAL LEAST SQUARES )
Sharing Economy
日期 2021
上傳時間 2-Mar-2021 14:18:52 (UTC+8)
摘要 近年隨著資通信及人工智慧技術的大幅耀進，傳統公共運輸的模式開始有了許多的轉型及變化，相關運輸系統結合了自動駕駛技術並透過新世代通信網路(4G/5G以及C-V2X)構成了「新世代智慧交通運輸服務-自動駕駛團體捷運系統GRT(Group Rapid Trasit)或ART(Autonomy Bus Rapit Transit)」；而GRT/ART這類響應式的交通運輸系統(DRTS: Demand Responsive Transit Service )是近年來在智慧城市中發展新世代智慧交通運輸服務的一個重要課題，目前世界各國無不投入眾多資源來積極導入這項創新服務，進行POC(Proof-of-Concept)或POS(Proof-of-Service)針對這樣的趨勢，台灣能成功導入並推廣到實際的運營面，將對整體交通運輸及科技產業發展有極大的助益。

GRT/ART集合人工智慧、共享經濟、大眾交通、科技服務等眾多特性的服務系統，過去文獻中的資訊科技接受理論(TAM、UTAT2或TOE…等)，並無法適切地解釋使用者的接受行為亦無法深入探討影響其採行意圖之因素，也無法發掘背後共同條件以及關鍵推力與阻力。
本計畫將研究提出一個新的科技體驗協同消費的接受模式，先以質性的文獻回顧與分析，建構初步GRT科技體驗協同消費的模式:科技(Technology)、共享(Sharing)、體驗(Experience)(T.S.E.)，該模式能解釋接受GRT/ART系統服務的關鍵接受因素，接著會透過問卷調查法來驗證TSE模式中的因素對使用者的使用意圖、使用與持續使用行為有何影響；本研究透過透過專家座談確認二階模型變數(SEM: Structural Equation Modeling)之間對TSE的解釋能力及區別性(獨立變數)，最後使用SmartPLS統計分析軟體來進行模型的檢驗分析方法(主要是利用Bootstrapping來估計路徑係數) 驗證其中的關鍵影響因素，檢驗研究假說並探索關鍵路徑(Critical Path)。

本研究發現針對現階段在台灣導入GRT/ART之關鍵因素影響使用者的使用意願(願意使用及持續使用)，「科技」對持續使用影響最大(其中又以容易使用、可用性最為重要)；「行動體驗」、「思考體驗」對吸引消費者搭乘最為有效，這可做為政府推動服務或業者發展業務，策略上優先投入資源的項目；但我們同時也發現「分享」及「科技」在對於「願意使用」的影響卻較不顯著，相關背景原因，於論文中詳述。此外，本研究亦提出TSE做為適切解釋與分析GRT/ART服務「接受度」的調查與研究模型，可做為未來政府各地方開闢GRT/ART路線及服務的一個適切地衡量模型，在投入大量建置經費前先進行可行性、旅運需求以及服務品質評估之客觀衡量方法。

最後，本研究之假說之成立/不成立是以台灣環境為樣本進行問卷調查及統計分析；若未來業者將GRT服務推廣至國外，則須因背景文化或交通環境不同再進行調研，因為不同社會有不同的環境，如:公共運輸網路完整性(能否提供End-2-End服務)、運輸服務品質、成本/價格以及生活習慣…等，以上皆會影響服務接受度。此外本研究也因為時間與資源的限制，未來可進一步深入不同面向的問題或應用探討，如:採用此TSE模型對不同路線與方案可進行接受程度之比較，做為政府相關單位是否投入資源建置系統之依據；或是採用此TSE模型就同一個地區就不同服務或推廣階段(POC/POS/POB)進行調查與分析(觀察關鍵因是否改變)，可做為運營業者提供服務調整策略參考依據。
In recent years, with the rapid development of communication and artificial intelligence technology, traditional public transportation has transformed. The transportation systems combined self-driving technology and new communication networks (4G, 5G and C-V2X), forming a new generation of intelligent transportation services, including self-driving group MRT system, GRT (Group Rapid Transit), ART (Autonomy Bus Rapid Transit), and responsive transportation systems (DRTS, Demand Responsive Transit Service). In the past few years, developing intelligent transportation services have been an important isuue in smart cities. Countries around the world are investing resources to actively import POC (Proof-of-Concept) or POS (Proof-of-Service) services. Moreover, GRT has been successfully introduced and operated in Taiwan and it will greatly benefit the development of transportation and technology industries.

GRT and ART are combinations of artificial intelligence, sharing economy, mass transportation and technology. Past literature has discussed GRT and ART by technology acceptance theory (TAM, UTAT2 or TOE..., etc.), while it could not explain user`s acceptance behavior, the factors influence its intention, the common situations, and the key thrusts and resistances.

This thesis proposes a new technology acceptance model with qualitative literature review and analysis. First, the preliminary GRT technology experience co-consumption model was constructed. The model includes Technology, Sharing and Experience (TSE), which explain the key acceptance factors while adopting GRT and ART system services. Second, it verifies the TSE model through questionnaires. This study validates the interpretation and differentiation (independent variables) of TSE between second-phase SEM (Structural Equation Modeling) model variables through expert forum. Third, it analyse the model testing and analysis methods (primarily using Bootstrapping to estimate path coefficients) by SmartPLS to examine the hypotheses and critical paths.

This study found several key factors while introducing GRT and ART to Taiwan. Firstly, “Technology” has the greatest impact on continuous use (ease-to-use and usability are the most outstanding among these). Secondly, “Action Experience” and “Thinking Experience” are the most important facors for attracting consumers to embark. The findings can be used as a strategic priority for Taiwan authorities to develope the services and operators` businesses. However, we can also tell that the impact of “Sharing” and “Technology” on “Willingness to Use” is less significant. In addition, this study proposes that TSE can be used as an appropriate survey and research model for explaining and analyzing the “Acceptance” of GRT and ART services. Furthermore, the government can use it as an appropriate measurement model for opening up GRT/ART routes and services in various places.

Finally, the hypotheses in this study are based on Taiwan’s environment. The operators promote GRT services abroad will have to re-investigate according to their culture and traffic environment such as the integrity of public transportation network, the quality of transport services, living habits and so on. Moreover, due to time and resource constraints, further in-depth discussion of different-oriented issues or applications can be explored in the future. This study can be used as a reference for operators to provide service adjustment strategies.
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描述 博士
國立政治大學
資訊管理學系
98356502
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0098356502
資料類型 thesis
dc.contributor.advisor 洪為璽<br>季延平zh_TW
dc.contributor.advisor Hung, Wei-Hsi<br>Chi, Yan-Pingen_US
dc.contributor.author (Authors) 黃英裕zh_TW
dc.contributor.author (Authors) Stevenson, Ying-Yu, Huangen_US
dc.creator (作者) 黃英裕zh_TW
dc.creator (作者) Stevenson, Ying-Yu, Huangen_US
dc.date (日期) 2021en_US
dc.date.accessioned 2-Mar-2021 14:18:52 (UTC+8)-
dc.date.available 2-Mar-2021 14:18:52 (UTC+8)-
dc.date.issued (上傳時間) 2-Mar-2021 14:18:52 (UTC+8)-
dc.identifier (Other Identifiers) G0098356502en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/134019-
dc.description (描述) 博士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理學系zh_TW
dc.description (描述) 98356502zh_TW
dc.description.abstract (摘要) 近年隨著資通信及人工智慧技術的大幅耀進，傳統公共運輸的模式開始有了許多的轉型及變化，相關運輸系統結合了自動駕駛技術並透過新世代通信網路(4G/5G以及C-V2X)構成了「新世代智慧交通運輸服務-自動駕駛團體捷運系統GRT(Group Rapid Trasit)或ART(Autonomy Bus Rapit Transit)」；而GRT/ART這類響應式的交通運輸系統(DRTS: Demand Responsive Transit Service )是近年來在智慧城市中發展新世代智慧交通運輸服務的一個重要課題，目前世界各國無不投入眾多資源來積極導入這項創新服務，進行POC(Proof-of-Concept)或POS(Proof-of-Service)針對這樣的趨勢，台灣能成功導入並推廣到實際的運營面，將對整體交通運輸及科技產業發展有極大的助益。

GRT/ART集合人工智慧、共享經濟、大眾交通、科技服務等眾多特性的服務系統，過去文獻中的資訊科技接受理論(TAM、UTAT2或TOE…等)，並無法適切地解釋使用者的接受行為亦無法深入探討影響其採行意圖之因素，也無法發掘背後共同條件以及關鍵推力與阻力。
本計畫將研究提出一個新的科技體驗協同消費的接受模式，先以質性的文獻回顧與分析，建構初步GRT科技體驗協同消費的模式:科技(Technology)、共享(Sharing)、體驗(Experience)(T.S.E.)，該模式能解釋接受GRT/ART系統服務的關鍵接受因素，接著會透過問卷調查法來驗證TSE模式中的因素對使用者的使用意圖、使用與持續使用行為有何影響；本研究透過透過專家座談確認二階模型變數(SEM: Structural Equation Modeling)之間對TSE的解釋能力及區別性(獨立變數)，最後使用SmartPLS統計分析軟體來進行模型的檢驗分析方法(主要是利用Bootstrapping來估計路徑係數) 驗證其中的關鍵影響因素，檢驗研究假說並探索關鍵路徑(Critical Path)。

本研究發現針對現階段在台灣導入GRT/ART之關鍵因素影響使用者的使用意願(願意使用及持續使用)，「科技」對持續使用影響最大(其中又以容易使用、可用性最為重要)；「行動體驗」、「思考體驗」對吸引消費者搭乘最為有效，這可做為政府推動服務或業者發展業務，策略上優先投入資源的項目；但我們同時也發現「分享」及「科技」在對於「願意使用」的影響卻較不顯著，相關背景原因，於論文中詳述。此外，本研究亦提出TSE做為適切解釋與分析GRT/ART服務「接受度」的調查與研究模型，可做為未來政府各地方開闢GRT/ART路線及服務的一個適切地衡量模型，在投入大量建置經費前先進行可行性、旅運需求以及服務品質評估之客觀衡量方法。

最後，本研究之假說之成立/不成立是以台灣環境為樣本進行問卷調查及統計分析；若未來業者將GRT服務推廣至國外，則須因背景文化或交通環境不同再進行調研，因為不同社會有不同的環境，如:公共運輸網路完整性(能否提供End-2-End服務)、運輸服務品質、成本/價格以及生活習慣…等，以上皆會影響服務接受度。此外本研究也因為時間與資源的限制，未來可進一步深入不同面向的問題或應用探討，如:採用此TSE模型對不同路線與方案可進行接受程度之比較，做為政府相關單位是否投入資源建置系統之依據；或是採用此TSE模型就同一個地區就不同服務或推廣階段(POC/POS/POB)進行調查與分析(觀察關鍵因是否改變)，可做為運營業者提供服務調整策略參考依據。		zh_TW
dc.description.abstract (摘要) In recent years, with the rapid development of communication and artificial intelligence technology, traditional public transportation has transformed. The transportation systems combined self-driving technology and new communication networks (4G, 5G and C-V2X), forming a new generation of intelligent transportation services, including self-driving group MRT system, GRT (Group Rapid Transit), ART (Autonomy Bus Rapid Transit), and responsive transportation systems (DRTS, Demand Responsive Transit Service). In the past few years, developing intelligent transportation services have been an important isuue in smart cities. Countries around the world are investing resources to actively import POC (Proof-of-Concept) or POS (Proof-of-Service) services. Moreover, GRT has been successfully introduced and operated in Taiwan and it will greatly benefit the development of transportation and technology industries.

GRT and ART are combinations of artificial intelligence, sharing economy, mass transportation and technology. Past literature has discussed GRT and ART by technology acceptance theory (TAM, UTAT2 or TOE..., etc.), while it could not explain user`s acceptance behavior, the factors influence its intention, the common situations, and the key thrusts and resistances.

This thesis proposes a new technology acceptance model with qualitative literature review and analysis. First, the preliminary GRT technology experience co-consumption model was constructed. The model includes Technology, Sharing and Experience (TSE), which explain the key acceptance factors while adopting GRT and ART system services. Second, it verifies the TSE model through questionnaires. This study validates the interpretation and differentiation (independent variables) of TSE between second-phase SEM (Structural Equation Modeling) model variables through expert forum. Third, it analyse the model testing and analysis methods (primarily using Bootstrapping to estimate path coefficients) by SmartPLS to examine the hypotheses and critical paths.

This study found several key factors while introducing GRT and ART to Taiwan. Firstly, “Technology” has the greatest impact on continuous use (ease-to-use and usability are the most outstanding among these). Secondly, “Action Experience” and “Thinking Experience” are the most important facors for attracting consumers to embark. The findings can be used as a strategic priority for Taiwan authorities to develope the services and operators` businesses. However, we can also tell that the impact of “Sharing” and “Technology” on “Willingness to Use” is less significant. In addition, this study proposes that TSE can be used as an appropriate survey and research model for explaining and analyzing the “Acceptance” of GRT and ART services. Furthermore, the government can use it as an appropriate measurement model for opening up GRT/ART routes and services in various places.

Finally, the hypotheses in this study are based on Taiwan’s environment. The operators promote GRT services abroad will have to re-investigate according to their culture and traffic environment such as the integrity of public transportation network, the quality of transport services, living habits and so on. Moreover, due to time and resource constraints, further in-depth discussion of different-oriented issues or applications can be explored in the future. This study can be used as a reference for operators to provide service adjustment strategies.		en_US
dc.description.tableofcontents Table of Contents............2
List of Tables...............3
List of Figures..............4
Abstract.....................5
摘 要.....................7
Thesis Acknowledgement.......9

Chapter 1 Introduction...............................10
1.1 Research Backgrounds and Motivations..............10

Chapter 2 Literature Review..........................15
2-1. The Connotation and Characteristics of Intelligent
Transportation Services in Different Countries........15
2.2 Smart Transportation and Technology Development...28
2.3 Service Case of Social-Network Enabled Transporting
System................................................41
2.4 Technology........................................50
2.5 Sharing Economy...................................51
2.6 Experiential Marketing............................57
2.7 Autonomous Group Rapid Transit System (GRT).......70
2.8 Intention to Use, Use, Continuous Use.............73

Chapter 3 Research Methods............................75
3.1 Research Design and Research Object...............75
3.2 Research Hypothesis...............................76
3.3 Operational Definition of Variables...............80
3.4 Data Analysis Method..............................84

Chapter 4 Results and Discussions.....................87
4.1 Questionnaire Collection..........................87
4.2 Personal Data Analysis............................88
4.3 Reliability Analysis..............................90
4.4 Validity Analysis.................................91
4.5 Structural Equation Modeling Analysis.............98
4.6 Research Findings................................102

Chapter 5 Conclusion and Recommendation..............105
5.1 Research conclusion..............................105
5.2 Research Contributions and Suggestions...........106
5.3 Research Limitations and Future Research.........108

References...........................................111		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0098356502en_US
dc.subject (關鍵詞) 智慧交通zh_TW
dc.subject (關鍵詞) 自動駕駛zh_TW
dc.subject (關鍵詞) 團體捷運系統zh_TW
dc.subject (關鍵詞) 科技服務接受模式(TSE, TAM, UTAT2 or TOE )zh_TW
dc.subject (關鍵詞) 二階結構方程模型zh_TW
dc.subject (關鍵詞) 偏最小平方迴歸zh_TW
dc.subject (關鍵詞) 共享經濟zh_TW
dc.subject (關鍵詞) 體驗行銷/體驗管理/體驗經濟zh_TW
dc.subject (關鍵詞) Experience Managementen_US
dc.subject (關鍵詞) Intelligent Transportation System, ITSen_US
dc.subject (關鍵詞) Group Rapid Transit, GRTen_US
dc.subject (關鍵詞) Autonomy Bus Rapid Transit, ARTen_US
dc.subject (關鍵詞) Technology Acceptance Theory (TAM, UTAT2 or TOEen_US
dc.subject (關鍵詞) Technology, Sharing and Experience (TSE)en_US
dc.subject (關鍵詞) Second-Phase SEM (Structural Equation Modeling)en_US
dc.subject (關鍵詞) SmartPLS(PARTIAL LEAST SQUARES )en_US
dc.subject (關鍵詞) Sharing Economyen_US
dc.title (題名) 新世代智慧交通(ITS) -自動駕駛團體捷運系統創新接受模式之研究zh_TW
dc.title (題名) Next Generation ITS - A Study of Innovative Acceptance Model on Autonomous Group Rapid Transit Systemen_US
dc.type (資料類型) thesisen_US
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dc.identifier.doi (DOI) 10.6814/NCCU202100364en_US