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QUICK DESIGN GUIDE (--THIS SECTION DOES NOT PRINT--) This PowerPoint 2007 template produces an A1 size professional poster. You can use it to create your research poster and save valuable time placing titles, subtitles, text, and graphics. We provide a series of online tutorials that will guide you through the poster design process and answer your poster production questions. To view our template tutorials, go online to PosterPresentations.com and click on HELP DESK. When you are ready to print your poster, go online to PosterPresentations.com. Need Assistance? Call us at Object Placeholders Using the placeholders To add text, click inside a placeholder on the poster and type or paste your text. To move a placeholder, click it once (to select it). Place your cursor on its frame, and your cursor will change to this symbol. Click once and drag it to a new location where you can resize it. Section Header placeholder Click and drag this preformatted section header placeholder to the poster area to add another section header. Use section headers to separate topics or concepts within your presentation. Text placeholder Move this preformatted text placeholder to the poster to add a new body of text. Picture placeholder Move this graphic placeholder onto your poster, size it first, and then click it to add a picture to the poster. RESEARCH POSTER PRESENTATION DESIGN © © 2013 PosterPresentations.com 2117 Fourth Street, Unit C Berkeley CA Student discounts are available on our Facebook page. Go to PosterPresentations.com and click on the FB icon. This research is to examine the reason why there are fewer people who take the MRT in Kaohsiung than in Taipei through public transport passengers’ behavioral intentions. This research focused on passengers’ behavioral intentions and related factors including service quality, perceived value and satisfaction in Kaohsiung MRT, Taiwan. Standing on the passengers’ perspective, this research appeared passengers’ satisfaction and point of view. After understanding passengers’ needs and wants, it is beneficial for Kaohsiung MRT to improve their weakness and promote their ridership to create a win-win situation. Introduction Background Results & Analysis A person’s behaviors which affect their decision directly are behavioral intentions (Fshbein and Ajzen, 1975). The result of their behavioral intentions showed an overwhelming number of participants (89.47%) who took Kaohsiung MRT below 5 times per week. For respondents, the highest (41.45) main purpose of taking MRT was tourism. It showed that most of the passengers prefer taking MRT as their transport on tourism. Before Kaohsiung has MRT, most of the respondents (37.5%) chose motorcycle for their transport, followed by taking bus (30.26%) and taxi (19.08%). MRT system is not necessary for people in Kaohsiung because they already have their transportation which they are used to taking such as motorcycle public bus, taxi and so on. Based on the theoretical framework, the satisfaction is non-statistically significant to behavioral intentions. In customer-satisfaction section, most of respondents who scored % were satisfied with Kaohsiung MRT. It is obvious that the result of high satisfaction is not affect passengers’ behavioral intentions. Conclusion The contributions of this research are 1) to examine public transport passengers’ behavioral intentions and other factors which affect them, 2) to have a further understand about customer’s perception of Kaohsiung MRT through customer satisfaction and 3) this research may be a reference for Kaohsiung MRT to understand passengers' needs and opinions. The limitation is the lack of time and insufficient samples of respondents. Distributing questionnaires on the MRT station of two different lines in person instead of on online-survey in order to acquire more different population and precise information are recommended. References available upon request With the development of cities, pollution and traffic block problems arise. Public transit is not only efficient for people but beneficial for cities' environment (Fouracer, Dunkerley and Gardner 2002). In Taiwan, there are two MRT systems. The first MRT is in Taipei. The second MRT of Taiwan is in Kaohsiung. According to the Ministry of Transportation and Communications (MOTC) statistics (2012), the passenger trips on the Taipei MRT totaled million in However, there were only a total of million passenger trips on the Kaohsiung MRT in In terms of the ridership, there are more people taking the MRT in Taipei than in Kaohsiung. Joy Yang, English Department, Wenzao Ursuline Collego of Languages PUBLIC TRANSPORT PASSENGERS’ BEHAVIORAL INTENTIONS: THE ROLES OF SERVICE QUALITY, PERCEIVED VALUE AND CUSTOMER SATISFACTION: A CASE STUDY OF KAOHSIUNG MASS RAPID TRANSIT Theoretical Framework This research employed service quality, perceived value and customer satisfaction to examine passengers’ behavioral intentions of Kaohsiung MRT. This research adopted Sumaedi, Bakti and Yarmen’s (2011) empirical study which explore the relations between passengers' behavioral intentions and other factors (service quality, perceived sacrifice, perceived value and satisfaction) which affect passengers through Structural Equation Modeling (SEM) to analyze the conceptualized relationship model. Methodology Based on the theoretical framework, the perceived value and service quality have a positive effect on passengers’ behavioral intentions. The results of correlational questions confirm that the wait time of shuttles service and the convenience of shuttle service is the most unsatisfied item which will affect their decision to take Kaohsiung MRT, therefore, the item should be improved. References available upon request