自從高雄市政府從2014年開始推動公車式小黃開始，目的是為了讓公共運輸網路更完整，但啟用到現在的效果似乎有限，本研究利用計畫行為理論來分析並找出問題所在，希望所得結論未來能夠利用來提升公車式小黃的搭乘意願，並提高使用率。
本研究以計畫行為理論作為基礎，以敘述性統計、皮爾森相關分析、迴歸分析、單因子變異數分析、獨立樣本T檢定作為分析工具。其中皮爾森相關分析、迴歸分析探討構面之間相關性，而單因子變異數分析、獨立樣本T檢定用來探討不同族群的差異。
結果顯示搭乘高雄市公車式小黃的行為意圖受到態度、主觀規範、知覺行為控制正面影響，其中從相關分析及迴歸分析得知知覺行為控制影響最強，其次為態度，主觀規範影響為最小。在不同性別、年齡、家中汽車數分組下，行為信念、規範信念構面中具有差異，且行為意圖越高實際搭乘的機率也會提升。

The Kaohsiung city government developed the shuttle taxi system to improve the public transportation network in Kaohsiung since 2014. However, the use of the shuttle taxis seems to be still under general expectation. This study applies theory of planned behavior to analyze the problems behind the intention of use for users and their actual behavior.
As theory of planned behavior provided the research framework, descriptive statistics, Pearson correlation analysis, regression analysis, analysis of variance, and independent sample t test were used as the tools for analysis. Among them, Pearson correlation analysis and regression analysis were employed to explore the relations between different variables and factors, while analysis of variance and independent sample t test explored the differences among different groups. The results show that the intention of taking shuttle taxis in Kaohsiung City is positively affected by attitude, subjective norm, and perceived behavioral control. Correlation analysis and regression analysis show that perceived behavioral control has the strongest influence, followed by attitude, while subjective norm has the least influence. There are significant differences in behavioral beliefs and normative beliefs among different groups of genders, ages, and the number of cars owned by a family. Furthermore, higher intention of use leads to higher probability of actual behavior to take shuttle taxis.

中文摘要 i
ABSTRACT ii
誌謝 iii
目錄 iv
表目錄 v
圖目錄 vi
一、緒論 1
1.1背景及動機 1
1.2研究目的 2
1.3研究流程 2
二、文獻回顧 4
2.1需求反應運輸系統 4
2.2公車式小黃 7
2.3計畫行為理論 11
三、研究方法 15
3.1研究架構 15
3.2問卷設計 17
3.3研究範圍及資料蒐集 21
3.4信度分析 22
3.5項目分析 23
3.6分析方法 24
四、研究結果 26
4.1背景變項 26
4.2各構面平均數分析 29
4.3構面之間相關分析 34
4.4背景變數下構面之差異分析 36
4.5迴歸分析 44
4.6本章總結 46
五、結論與建議 49
參考文獻 51

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網路資料
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