Abstract

Due to the numerous time-consumption and costly expenses of constructing public transportation infrastructure, free bus policy had been adopted as a marketing strategy and encouragement to increase the bus ridership in several cities of Taiwan. To examine the effect of free bus strategy, this paper analyzed the before/after behavior change of bus taking frequency first. Then, the psychological perceptions regarding the sample of motorcyclists whom were provided with a one-month free electronic ticket, concluded a different research finding. The results reveal the significant difference in mode use frequency between self-reported survey data and e-ticket data, and the insignificant effects of free bus ridership to bus use frequency.

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