這篇研究論文探討了在台灣高雄市，尤其於五福三路的YouBike（一種自行車共享系統）使用的背後動機。本研究旨在決定使用者主要在選擇YouBike為交通工具的考量是出於環保上還是便利和價格考量。通過觀察和問卷混合的方法，該研究探討使用者的知覺、態度和行為，同時評估「位置上的規劃」和「交通的模式」。研究結果顯示便利性和價格是推動YouBike使用的主要因素，87%的受訪者選擇YouBike是因為其價格和易於使用。這凸顯了台灣社會對永續發展實踐的忽視，盡管政府努力與聯合國永續發展的目標（SDGs）保持一致。該研究強調增加公眾的意識和積極參與真正永續發展計劃的需求。其建議通過環境活動提高意識，將YouBike與捷運系統相結合，基於交通模式上來優化擴展策略，並通過與當地企業的合作促進永續發展的營銷。此外，該研究還建議實施安全措施，如提供設備、加強交通規則的執行，以及發展友好自行車基礎設施。通過了解YouBike使用者的動機和行為，政策制定者、城市規劃者和YouBike運營商可以鼓勵更高的使用率，促進環境永續活動性，並為更廣泛的永續發展計劃做出貢獻。

This research paper explores the motivations behind the usage of YouBike, a bike-sharing system (BSS) in Kaohsiung, Taiwan, with a focus on Wufu 3rd Road. The study aims to determine whether users primarily choose YouBike as an environmentally friendly transportation alternative or for convenience and affordability. Through a mixed-method approach combining observations and a survey, the research investigates user perceptions, attitudes, and behaviors, as well as evaluates ‘Location Planning’ and ‘Traffic Patterns.’ The findings reveal that convenience and affordability drive YouBike usage, with 87% of respondents selecting it for cost and ease of access. This highlights a neglect of sustainability practices in Taiwanese society, despite government efforts to align with the United Nations' Sustainable Development Goals (SDGs). The study emphasizes the need for increased public awareness and active participation in authentic sustainability initiatives. It suggests raising awareness through environmental campaigns, integrating YouBike with the MRT system, optimizing expansion strategies based on traffic patterns, and promoting sustainable marketing through partnerships with local businesses. Additionally, the study recommends implementing safety measures such as providing equipment, reinforcing traffic rules, and developing bike-friendly infrastructure. By comprehending user motivations and behavior, policymakers, urban planners, and YouBike operators can encourage higher usage, facilitate sustainable mobility, and contribute to broader sustainability initiatives.

Table of Contents
Thesis Validation Letter i
Acknowledgments ii
摘要 iii
Abstract iv
Introduction 1
1. Literature Review 4
1.1 Bike-Sharing Systems 4
1.2 Bike-Sharing Systems in Taiwan 7
1.3 Sustainable Development Goals of the United Nations 9
1.4 Production Operations Management 12
1.4.1 Location Planning 12
1.4.2 Traffic Patterns 13
2. Research Methodology 16
2.1 YouBike Stations’ Location 17
2.2 Qualitative Approach 19
2.2.1 Observations and Data Collection Process 19
2.3 Quantitative Approach 21
2.3.1 Survey Design 21
2.3.2 Data Collection Process and Statistical Analysis 22
3. YouBike in Taiwan 24
3.1 YouBike Pilot Project (2009-2012) 26
3.2 YouBike 1.0 (2012-2022) 26
3.3 YouBike 2.0 (2020-Present) 27
4. YouBike 2.0 in Kaohsiung City 30
4.1 Government Policies and Financial Incentives 30
4.2 Social and Cultural Context 32
4.3 Environmental Benefit 33
5. Empirical Findings: Wufu 3rd Road, Kaohsiung 35
5.1 Observation Results 35
5.2 Survey Results 40
6. Contributions to the Literature 47
6.1 Sustainability in the Shadows: A Neglected Outlook 47
6.2 From Show to Action: Inspiring Genuine Engagement in Sustainability 48
6.3 YouBike-MRT Integration: A Path to Sustainable Transportation 48
6.4 Optimizing Expansion Strategies: Integrating ‘Traffic Patterns’ in YouBike ‘Location Planning’ 49
6.5 Using Sustainable Marketing Strategies to Drive Business Growth and Environmental Sustainability 49
6.6 Promoting Sustainable Transportation: Policymaking and Urban Planning Solutions for YouBike 50
Conclusion 52
References 56
Appendix 60
Appendix I: Observation Tables 60
Appendix II: Survey questions about YouBike usage 74
Appendix III: Pictures of YouBike Stations 78

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