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

Abstract

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.