Title Study on Car-sharing Acceptance： A Case of Taipei Metropolitan Area
Year 2018
Degree Master
School Institute of Transportation Science, Tamkang University
Author
Summary Car-sharing has been well developed in Europe and the United States, and its benefits have also been demonstrated to a certain extent. In recent years, car-sharing business has shifted to the Asian market. Considering the different consumer’s characteristics between Asian countries and Europe and the United States, thus the same operating model may not be applicable in the Taiwan market, therefore his study focus on the acceptance degree of the Taiwan people for car-sharing as well as the key factors affecting them, in order to propose a development direction to the car-sharing operator and recommend supporting policy to the government authority for consideration. The past studies shown that the discrete choice model often ignores the unobservable psychological variables, which leads to bias; recalling the research on foreign consumer behavior, the psychological variables are important factors affecting individual consuming behavior, so this study incorporates the Involvement and the Theory of planned behavior to measure values and attitudes, in order to understand its impact on people's hoice of car-sharing.This study takes the Taipei Metropolitan Area as a case study. Currently, there are two car-sharing operators provide service in Taipei, namely Zipcar and I-Rent. This study collects the willingness of car-sharing in Taipei Metropolitan Area by questionnaire; exploring the relationship between variables through the structural equation model, then grouping the people with attitudes, understanding the acceptance of car-sharing by different attitudes, and analyzing the trend of socio-economic characteristics of people with different attitudes to lock targeted group. Finally, this study establishes a discrete choice model to understand the factors that significantly influence the people's choice of car-sharing, and to propose a development direction for the car-sharing operator’s consideration as well as a supporting policy for government authority. The results show that young men under the age of 30 are the most highly accepted groups, and they are also more susceptible to various factors, which is the priority group for promotion. What people concerned is the density of rented sites, the operators shall consider this point for future development. At the psychological part, it can be inferred from the perceived behavioral control that the operator shall let the public know more about the car-sharing membership process and the rental process to reduce the unfamiliarity. It can be inferred from the subjective norm that the government or operator shall give more positive meanings of car-sharing to attract people to use it.
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