[[alternative]]THE STUDY OF THE CONSUMERS'BEHAVIOR FOR THE HSR--AN EXAMPLE OF CHIAYI AREA

[[abstract]] 台灣高鐵通車後，成為台灣西部重要的長途交通動脈之一，亦為台灣軌道工業指標。由於台灣地狹人稠及運輸需求不斷增加，加上民眾經濟能力的提升，對於交通運輸的服務水準要求及對時間價值之重要性也隨之提高，因此具有高速度、高運量及高準點度之高速鐵路更為民眾所期待。高鐵為新加入之運輸工具，若沒有適當的行銷手法與競爭策略，或完整交通運輸網絡，只一味地想要以良好的供給來創造需求，而未對乘客真正的需求特性及外在運輸環境與週邊交通聯結加以考量，將可能導致空有高品質的運輸服務，而無法吸引旅客前來使用。交通建設不單攸關民眾通行是否便利，更影響國家整體經濟的發展。本研究之目的主要乃在探求高鐵運輸消費者滿意度與轉換成本及消費者行為意向之關係及影響。本研究以國內搭乘高鐵消費者為抽樣母體，並基於無法確知母體在教育程度、職業等人口統計變數上的分佈情形，且考慮人力、時間、經費及問卷回收不易等因素，故採用非機率抽樣的便利抽樣方法。樣本的來源係經由嘉義高鐵站上下車之消費者填寫問卷，於問卷回收後，首先將主要部份填答不全之問卷加以刪除，再將整理後的有效資料予以編碼建檔，使用SPSS(Satistical Package for the Social Science)for Window統計套裝軟體做為分析工具。至於所運用之統計分析方法係依據研究目的及研究架構，考慮變項之衡量尺度及統計分析工具之適用性，選擇合適且能正確處理本研究所欲探討問題之分析方法驗證假說。並將結果提供給企業對消費者進一步瞭解及行銷上的參考。[[abstract]] After the opening of Taiwan High-Speed Railway, western Taiwan becomes an important traffic artery of the long-distance, the industrial index for Taiwan's orbit. Since Taiwan's densely populated and congested environment and the continuous increase in transport demand, coupled with people's ability to enhance economic, transport requirements and standards of service to the importance of the value of time also will increase, so a high-volume, high-point and high-speed railway retains the more people's expect. High-speed railway to the new means of transport, if having no the appropriate marketing practices and competition policy, or complete transportation network, only want to indulge in good supply to create demand, not on the real demand of passengers and external Transport transport links with the surrounding environment to be considered, may not lead to high-quality transport services, and unable to attract passengers to use. Traffic building relationships with people is not only convenient, but also affected the overall national economic development. The purpose of this study is to investigate the high-speed railway transport customer satisfaction and conversion costs and consumer behaviour and intentions of the impact on relations. This study is the domestic consumers as the high-speed railway population, And not know the distribution of population in education level, occupation and other demographic variables, and to consider manpower, time, money and the withdraw of the questionnaire is not easy and other factors, Therefore, the use of non-probability sampling of convenience sampling method. The source of the sample by the Chiayi Railway Station to drop off a high of consumers filled out a questionnaire, the recovery in the questionnaire, First of all, in all of the respondents to delete incomplete questionnaire, and then collate the information to be effective on file coding, the use of SPSS ( Satistical Package for the Social Science) for Window statistical software package for analysis tools. As regards the use of statistical analysis of the basis for research purposes and research structure, consider the variables of the measure and the applicability of statistical analysis tools, and can choose a suitable correctly handle the Institute to study the issue of verification analysis hypothesis. And the results provided to the business-to-consumer marketing and further understand the reference