道路交通地理資訊系統之個體選擇行為分析

Due to the progress of Information and communication science and technology, it is main trend that the Intelligent Transportation System has been applied to solve the transportation problem by the various countries. Wherein the Advanced Traveler Information Services is built to provide the real time traffic information and the guidance of route, and also assist the road user to make the decision of travel efficiently. If the added and commercial service information can be provided in the operation model of the traffic information service system, then the financial sustainability of the private operator participating will be enhanced. In this study the questionnaire of the stated preference survey is used to collect the degrees of preference and the characteristic of travel for the traffic information service, and establish the Logit discrete choice model to analyze the disaggregate demand behavior of real time road traffic information for the road user, under the situation of the various types of information (such as basic and added service informations) and prices The empirical results show as followings (1) The multinomial Logit model possesses the better explanation among the discrete choice model established by using the stated preference data. (2) The more usage cost of road traffic geography information the lower willing to pay for inquiring traffic information by either mobile or non-mobile communication. (3) The longer trip is more willing to use the added traffic information, instead of the shorter trip. (4) The younger traveler is more willing to inquire the traffic information. (5) while the monthly fee and rate are changed, the choice probability will change inversely. (6) The ”monthly fee consumed as the rate” scheme posses the highest elasticity among these schemes, it means this scheme will produce the significant marketing effect. The results can be referred for analysis of deployment and operation of ATIS in the private partnership by the relative department.