依大眾運輸行銷觀點，實施價格促銷策略對提高運量具顯著效果，為吸引更多私人運具轉搭高鐵，本研究設計五種不同高鐵票種之價格促銷方案，分析其對小汽車駕駛人運具選擇決策的影響，並同時了解服務品質看法對運具選擇的影響。實證研究針對臺灣西部高速公路小汽車駕駛人進行問卷調查，共蒐集969 份有效樣本。本研究利用巢式羅吉特模式分別針對短、中與長程旅次資料校估模式係數與巢式結構，結果顯示可及便利性為小汽車駕駛人是否轉搭高鐵之關鍵服務品質因素，旅行時間與費用等方案屬性亦為運具選擇時重視的變數。以促銷票種來看，「單人來回票折扣」與「兩人同行合購優惠」效果最佳，對長程旅次尤其顯著；折扣最低的「八張組合優惠劵」因單次購票總額較高，致使成效有限；至於「離峰折扣」的效果則較差。建議高鐵可鎖定不同目標客戶實施不同票種價格促銷方案，有助於提高小汽車駕駛人轉搭高鐵意願。

This study discusses the implementation of price bundling promotions by case study of Taiwan High Speed Rail (THSR), and realizes freeway drivers’ viewpoints of service qualities and their modal choice behavior. A questionnaire survey was designed through stated preference approaches to collect car drivers’ modal choice behaviors under five price promotion scenarios. From this survey, we extracted significant latent variables that influence car drivers’ modal choice behavior on transport service qualities via factor analysis. Choice behavioral models regarding modal choice and price bundling promotions choice via discrete choice models were developed. The results showed that modal choice behaviors are significantly affected by transport service qualities. Variables of travel time and travel cost are also empirically verified in modal choice behavioral models. Round-trip discount and joint-purchase ticket are most effective marketing programs to attract car drivers to change their modal choice, especially for long distance trips. Coupon with eight tickets has limited effect due to its higher total purchase cost. Discount in non-peak hours has little effect on car drivers. Finally, some marketing implications are addressed based on analytical results which may assist in promoting the operation of THSR and enhancing its market share.