부산지역 교통카드 사용 현황 및 선호 속성에 관한 연구

초록

This paper investigates the usage behaviors and preference attributes of the transportation card in Busan. As more people use transportation card, it is appropriate to pay more attention to user satisfaction with the card. Hence, this paper purports to figure out the evaluation criteria of the transportation card based on usage behaviors. To meet the objective, this paper adopted conjoint analysis as it provides relevant importance level of attributes while preventing overestimation. Data were collected from 500 residents of Busan metropolitan city. The result shows that there are four critical attributes of the transportation card; price, discount rate, compatibility, and electronic currency function. Among these attributes, compatibility and discount rate are found out to be more important attributes.

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