IDEAS home Printed from https://ideas.repec.org/a/eee/transa/v131y2020icp296-312.html
   My bibliography  Save this article

Exploring motivational mechanisms behind the intention to adopt mobility as a service (MaaS): Insights from Germany

Author

Listed:
  • Schikofsky, Jan
  • Dannewald, Till
  • Kowald, Matthias

Abstract

Based on digital transformation processes, public mobility is experiencing tremendous and far-reaching change. The use of information and communication technology (ICT) enables disruptive mobility solutions that have recently became known as mobility as a service (MaaS). MaaS promises great economic potential and supports the idea of a more efficient allocation of transport resources. However, the main motivational mechanisms behind travelers’ adoption intention are still unknown. This research identifies key motivational determinants and investigates their structural interrelations. Based on a literature review we first identify the fundamental characteristics of MaaS. Building on this common understanding, we conduct qualitative in-depth interviews with potential end-users to explore motivational acceptance factors. We draw from our inductive findings to postulate a structural causal equation model that captures motivational mechanisms behind the intention to adopt MaaS. Finally, the model will be quantitatively validated based on a comprehensive survey and the use of partial least squares (PLS) analysis. We show that psychological needs play a crucial role in the acceptance of MaaS. The results demonstrate that anticipated advantages of autonomy, competence and the feeling of being related to a social peer group affect hedonic motivation and the expected usefulness of MaaS offerings, which equally affect behavioral intention. We also introduce a novel theoretical construct and show that – in the present disruptive context – cognitive congruency between existing habit schemata and anticipated MaaS usage patterns significantly affect the judgment process and behavioral intention. Finally, important implications for market strategy, product development and policy measures will be discussed.

Suggested Citation

  • Schikofsky, Jan & Dannewald, Till & Kowald, Matthias, 2020. "Exploring motivational mechanisms behind the intention to adopt mobility as a service (MaaS): Insights from Germany," Transportation Research Part A: Policy and Practice, Elsevier, vol. 131(C), pages 296-312.
    • Handle: RePEc:eee:transa:v:131:y:2020:i:c:p:296-312
    DOI: 10.1016/j.tra.2019.09.022
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0965856418309261
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.tra.2019.09.022?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Bamberg, Sebastian & Fujii, Satoshi & Friman, Margareta & Gärling, Tommy, 2011. "Behaviour theory and soft transport policy measures," Transport Policy, Elsevier, vol. 18(1), pages 228-235, January.
    2. Dong-Jin Lee & Grace Yu & Dwight Merunka & Michael Bosnjak & M. Joseph Sirgy & J. Johar, 2015. "Effect Symmetry of Benefit Criteria in Postpurchase Evaluations," Post-Print hal-01822319, HAL.
    3. Williamson, Oliver E, 1979. "Transaction-Cost Economics: The Governance of Contractural Relations," Journal of Law and Economics, University of Chicago Press, vol. 22(2), pages 233-261, October.
    4. Lättman, Katrin & Olsson, Lars E. & Friman, Margareta, 2016. "Development and test of the Perceived Accessibility Scale (PAC) in public transport," Journal of Transport Geography, Elsevier, vol. 54(C), pages 257-263.
    5. Spiggle, Susan, 1994. "Analysis and Interpretation of Qualitative Data in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(3), pages 491-503, December.
    6. Axsen, Jonn & TyreeHageman, Jennifer & Lentz, Andy, 2012. "Lifestyle practices and pro-environmental technology," Ecological Economics, Elsevier, vol. 82(C), pages 64-74.
    7. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    8. Marikyan, Davit & Papagiannidis, Savvas & Alamanos, Eleftherios, 2019. "A systematic review of the smart home literature: A user perspective," Technological Forecasting and Social Change, Elsevier, vol. 138(C), pages 139-154.
    9. Fred D. Davis & Richard P. Bagozzi & Paul R. Warshaw, 1989. "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," Management Science, INFORMS, vol. 35(8), pages 982-1003, August.
    10. Tenenhaus, Michel & Vinzi, Vincenzo Esposito & Chatelin, Yves-Marie & Lauro, Carlo, 2005. "PLS path modeling," Computational Statistics & Data Analysis, Elsevier, vol. 48(1), pages 159-205, January.
    11. Fu, Xuemei & Juan, Zhicai, 2017. "Exploring the psychosocial factors associated with public transportation usage and examining the “gendered” difference," Transportation Research Part A: Policy and Practice, Elsevier, vol. 103(C), pages 70-82.
    12. Sarstedt, Marko & Ringle, Christian M. & Smith, Donna & Reams, Russell & Hair, Joseph F., 2014. "Partial least squares structural equation modeling (PLS-SEM): A useful tool for family business researchers," Journal of Family Business Strategy, Elsevier, vol. 5(1), pages 105-115.
    13. Hensher, David A., 2017. "Future bus transport contracts under a mobility as a service (MaaS) regime in the digital age: Are they likely to change?," Transportation Research Part A: Policy and Practice, Elsevier, vol. 98(C), pages 86-96.
    14. Kroesen, Maarten, 2015. "Do partners influence each other’s travel patterns? A new approach to study the role of social norms," Transportation Research Part A: Policy and Practice, Elsevier, vol. 78(C), pages 489-505.
    15. Kim, Jinhee & Rasouli, Soora & Timmermans, Harry, 2014. "Expanding scope of hybrid choice models allowing for mixture of social influences and latent attitudes: Application to intended purchase of electric cars," Transportation Research Part A: Policy and Practice, Elsevier, vol. 69(C), pages 71-85.
    16. Wang, Shanyong & Li, Jun & Zhao, Dingtao, 2017. "The impact of policy measures on consumer intention to adopt electric vehicles: Evidence from China," Transportation Research Part A: Policy and Practice, Elsevier, vol. 105(C), pages 14-26.
    17. Viswanath Venkatesh & Fred D. Davis, 2000. "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, INFORMS, vol. 46(2), pages 186-204, February.
    18. Chen, Shang-Yu, 2016. "Using the sustainable modified TAM and TPB to analyze the effects of perceived green value on loyalty to a public bike system," Transportation Research Part A: Policy and Practice, Elsevier, vol. 88(C), pages 58-72.
    19. Meyers-Levy, Joan & Tybout, Alice M, 1989. "Schema Congruity as a Basis for Product Evaluation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(1), pages 39-54, June.
    20. Sonja Haustein, 2012. "Mobility behavior of the elderly: an attitude-based segmentation approach for a heterogeneous target group," Transportation, Springer, vol. 39(6), pages 1079-1103, November.
    21. Clauss, Thomas & Döppe, Sebastian, 2016. "Why do urban travelers select multimodal travel options: A repertory grid analysis," Transportation Research Part A: Policy and Practice, Elsevier, vol. 93(C), pages 93-116.
    22. Tversky, Amos & Kahneman, Daniel, 1986. "Rational Choice and the Framing of Decisions," The Journal of Business, University of Chicago Press, vol. 59(4), pages 251-278, October.
    23. Kowald, Matthias & van den Berg, Pauline & Frei, Andreas & Carrasco, Juan-Antonio & Arentze, Theo & Axhausen, Kay & Mok, Diana & Timmermans, Harry & Wellman, Barry, 2013. "Distance patterns of personal networks in four countries: a comparative study," Journal of Transport Geography, Elsevier, vol. 31(C), pages 236-248.
    24. Han, Liu & Wang, Shanyong & Zhao, Dingtao & Li, Jun, 2017. "The intention to adopt electric vehicles: Driven by functional and non-functional values," Transportation Research Part A: Policy and Practice, Elsevier, vol. 103(C), pages 185-197.
    25. Reinartz, Werner & Haenlein, Michael & Henseler, Jörg, 2009. "An empirical comparison of the efficacy of covariance-based and variance-based SEM," International Journal of Research in Marketing, Elsevier, vol. 26(4), pages 332-344.
    26. Peraphan Jittrapirom & Valeria Caiati & Anna-Maria Feneri & Shima Ebrahimigharehbaghi & María J. Alonso González & Jishnu Narayan, 2017. "Mobility as a Service: A Critical Review of Definitions, Assessments of Schemes, and Key Challenges," Urban Planning, Cogitatio Press, vol. 2(2), pages 13-25.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Zipeng Zhang & Ning Zhang, 2021. "A Novel Development Scheme of Mobility as a Service: Can It Provide a Sustainable Environment for China?," Sustainability, MDPI, vol. 13(8), pages 1-19, April.
    2. Iria Lopez-Carreiro & Andres Monzon & Elena Lopez, 2023. "MaaS Implications in the Smart City: A Multi-Stakeholder Approach," Sustainability, MDPI, vol. 15(14), pages 1-27, July.
    3. Julio César dos Santos & Paulo Ribeiro & Ricardo Jorge Silva Bento, 2023. "A Review of the Promotion of Sustainable Mobility of Workers by Industries," Sustainability, MDPI, vol. 15(11), pages 1-18, May.
    4. Jens Schippl & Annika Arnold, 2020. "Stakeholders’ Views on Multimodal Urban Mobility Futures: A Matter of Policy Interventions or Just the Logical Result of Digitalization?," Energies, MDPI, vol. 13(7), pages 1-16, April.
    5. Fessler, Andreas & Cash, Philip & Thorhauge, Mikkel & Haustein, Sonja, 2023. "A public transport based crowdshipping concept: Results of a field test in Denmark," Transport Policy, Elsevier, vol. 134(C), pages 106-118.
    6. Maria Vittoria Corazza & Giordano Carassiti, 2021. "Investigating Maturity Requirements to Operate Mobility as a Service: The Rome Case," Sustainability, MDPI, vol. 13(15), pages 1-31, July.
    7. Lopez-Carreiro, Iria & Monzon, Andres & Lopez, Elena & Lopez-Lambas, Maria Eugenia, 2020. "Urban mobility in the digital era: An exploration of travellers' expectations of MaaS mobile-technologies," Technology in Society, Elsevier, vol. 63(C).
    8. Lapo Mola & Quentin Berger & Karoliina Haavisto & Isabella Soscia, 2020. "Mobility as a Service: An Exploratory Study of Consumer Mobility Behaviour," Sustainability, MDPI, vol. 12(19), pages 1-14, October.
    9. Panagiotis Georgakis & Adel Almohammad & Efthimios Bothos & Babis Magoutas & Kostantina Arnaoutaki & Gregoris Mentzas, 2020. "Heuristic-Based Journey Planner for Mobility as a Service (MaaS)," Sustainability, MDPI, vol. 12(23), pages 1-25, December.
    10. Thomas Schulz & Markus Böhm & Heiko Gewald & Helmut Krcmar, 2021. "Smart mobility – an analysis of potential customers’ preference structures," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(1), pages 105-124, March.
    11. Reck, Daniel J. & Hensher, David A. & Ho, Chinh Q., 2020. "MaaS bundle design," Transportation Research Part A: Policy and Practice, Elsevier, vol. 141(C), pages 485-501.
    12. Claudia Caballini & Maria Vittoria Corazza & Valentina Costa & Ilaria Delponte & Erika Olivari, 2022. "Assessing the Feasibility of MaaS: A Contribution from Three Italian Case Studies," Sustainability, MDPI, vol. 14(24), pages 1-15, December.
    13. Lopez-Carreiro, Iria & Monzon, Andres & Lopez-Lambas, Maria E., 2021. "Comparison of the willingness to adopt MaaS in Madrid (Spain) and Randstad (The Netherlands) metropolitan areas," Transportation Research Part A: Policy and Practice, Elsevier, vol. 152(C), pages 275-294.
    14. Alexandros Nikitas & Kalliopi Michalakopoulou & Eric Tchouamou Njoya & Dimitris Karampatzakis, 2020. "Artificial Intelligence, Transport and the Smart City: Definitions and Dimensions of a New Mobility Era," Sustainability, MDPI, vol. 12(7), pages 1-19, April.
    15. Iva Bojic & Dániel Kondor & Wei Tu & Ke Mai & Paolo Santi & Carlo Ratti, 2021. "Identifying the Potential for Partial Integration of Private and Public Transportation," Sustainability, MDPI, vol. 13(6), pages 1-16, March.
    16. Zhou, Zhengshu & Matsubara, Yutaka & Takada, Hiroaki, 2023. "Resilience analysis and design for mobility-as-a-service based on enterprise architecture modeling," Reliability Engineering and System Safety, Elsevier, vol. 229(C).
    17. Paula Brezovec & Nina Hampl, 2021. "Electric Vehicles Ready for Breakthrough in MaaS? Consumer Adoption of E-Car Sharing and E-Scooter Sharing as a Part of Mobility-as-a-Service (MaaS)," Energies, MDPI, vol. 14(4), pages 1-25, February.
    18. Sungtaek Choi & Sangho Choo & Sujae Kim, 2020. "Is the Relationship between Transportation and Communications Industries Complementary or Substitutional? An Asian Countries-Based Empirical Analysis Using Input-Output Accounts," Sustainability, MDPI, vol. 12(8), pages 1-21, April.
    19. Claudia Caballini & Erika Olivari & Carlotta Gasparini & Bruno Dalla Chiara, 2023. "The Spread of MaaS Initiatives in Europe: The Leading Role of Public Governance Emerging from an Italian Regional Application," Sustainability, MDPI, vol. 15(18), pages 1-27, September.
    20. Valor, Carmen & Antonetti, Paolo & Crisafulli, Benedetta, 2022. "Emotions and consumers’ adoption of innovations: An integrative review and research agenda," Technological Forecasting and Social Change, Elsevier, vol. 179(C).
    21. Duan, Sophia Xiaoxia & Tay, Richard & Molla, Alemayehu & Deng, Hepu, 2022. "Predicting Mobility as a Service (MaaS) use for different trip categories: An artificial neural network analysis," Transportation Research Part A: Policy and Practice, Elsevier, vol. 166(C), pages 135-149.
    22. Baig, Farrukh & Zhang, Dong & Lee, Jaeyoung & Xu, Hongda, 2022. "Shaping inclusiveness of a transportation system: Factors affecting seat-yielding behavior of university students in public transportation," Transportation Research Part A: Policy and Practice, Elsevier, vol. 155(C), pages 79-94.
    23. Kriswardhana, Willy & Esztergár-Kiss, Domokos, 2023. "Exploring the aspects of MaaS adoption based on college students’ preferences," Transport Policy, Elsevier, vol. 136(C), pages 113-125.
    24. Jaroslav Mašek & Vladimíra Štefancová & Jaroslav Mazanec & Petra Juránková, 2023. "The Classification of Application Users Supporting and Facilitating Travel Mobility Using Two-Step Cluster Analysis," Mathematics, MDPI, vol. 11(9), pages 1-16, May.
    25. van 't Veer, Renske & Annema, Jan Anne & Araghi, Yashar & Homem de Almeida Correia, Gonçalo & van Wee, Bert, 2023. "Mobility-as-a-Service (MaaS): A latent class cluster analysis to identify Dutch vehicle owners’ use intention," Transportation Research Part A: Policy and Practice, Elsevier, vol. 169(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Wu Li & Shengchuan Zhao & Jingwen Ma & Wenwen Qin, 2021. "Investigating Regional and Generational Heterogeneity in Low-Carbon Travel Behavior Intention Based on a PLS-SEM Approach," Sustainability, MDPI, vol. 13(6), pages 1-18, March.
    2. Chaouali, Walid & Ben Yahia, Imene & Souiden, Nizar, 2016. "The interplay of counter-conformity motivation, social influence, and trust in customers' intention to adopt Internet banking services: The case of an emerging country," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 209-218.
    3. Jaiswal, Deepak & Kaushal, Vikrant & Kant, Rishi & Kumar Singh, Pankaj, 2021. "Consumer adoption intention for electric vehicles: Insights and evidence from Indian sustainable transportation," Technological Forecasting and Social Change, Elsevier, vol. 173(C).
    4. Debora Bettiga & Lucio Lamberti & Emanuele Lettieri, 2020. "Individuals’ adoption of smart technologies for preventive health care: a structural equation modeling approach," Health Care Management Science, Springer, vol. 23(2), pages 203-214, June.
    5. Mäntymäki, Matti & Salo, Jari, 2013. "Purchasing behavior in social virtual worlds: An examination of Habbo Hotel," International Journal of Information Management, Elsevier, vol. 33(2), pages 282-290.
    6. Faqih, Khaled M.S., 2016. "An empirical analysis of factors predicting the behavioral intention to adopt Internet shopping technology among non-shoppers in a developing country context: Does gender matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 140-164.
    7. Simarpreet Kaur & Sangeeta Arora, 2023. "Understanding customers’ usage behavior towards online banking services: an integrated risk–benefit framework," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(1), pages 74-98, March.
    8. Mohammad Tipu Sultan & Farzana Sharmin & Alina Badulescu & Darie Gavrilut & Ke Xue, 2021. "Social Media-Based Content towards Image Formation: A New Approach to the Selection of Sustainable Destinations," Sustainability, MDPI, vol. 13(8), pages 1-22, April.
    9. Alonso-González, María J. & Hoogendoorn-Lanser, Sascha & van Oort, Niels & Cats, Oded & Hoogendoorn, Serge, 2020. "Drivers and barriers in adopting Mobility as a Service (MaaS) – A latent class cluster analysis of attitudes," Transportation Research Part A: Policy and Practice, Elsevier, vol. 132(C), pages 378-401.
    10. Adu-Gyamfi, Gibbson & Song, Huaming & Asamoah, Ama Nyarko & Li, Liang & Nketiah, Emmanuel & Obuobi, Bright & Adjei, Mavis & Cudjoe, Dan, 2022. "Towards sustainable vehicular transport: Empirical assessment of battery swap technology adoption in China," Technological Forecasting and Social Change, Elsevier, vol. 184(C).
    11. Sun, Ka Kit & He, Sylvia Y. & Thøgersen, John, 2022. "The purchase intention of electric vehicles in Hong Kong, a high-density Asian context, and main differences from a Nordic context," Transport Policy, Elsevier, vol. 128(C), pages 98-112.
    12. Maier, Erik, 2016. "Supply and demand on crowdlending platforms: connecting small and medium-sized enterprise borrowers and consumer investors," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 143-153.
    13. Wang, Yu-Yin & Wang, Yi-Shun & Lin, Tung-Ching, 2018. "Developing and validating a technology upgrade model," International Journal of Information Management, Elsevier, vol. 38(1), pages 7-26.
    14. Mütterlein, Joschka & Kunz, Reinhard E. & Baier, Daniel, 2019. "Effects of lead-usership on the acceptance of media innovations: A mobile augmented reality case," Technological Forecasting and Social Change, Elsevier, vol. 145(C), pages 113-124.
    15. Heesen, Florian & Madlener, Reinhard, 2016. "Technology Acceptance as Part of the Energy Performance Gap in Energy-Efficient Retrofitted Dwellings," FCN Working Papers 25/2014, E.ON Energy Research Center, Future Energy Consumer Needs and Behavior (FCN).
    16. Pedro Palos-Sanchez & Jose Ramon Saura & Raquel Ayestaran, 2021. "An Exploratory Approach to the Adoption Process of Bitcoin by Business Executives," Mathematics, MDPI, vol. 9(4), pages 1-23, February.
    17. Haque, Md Ziaul & Qian, Aimin & Hoque, Md Rakibul & Lucky, Suraiea Akter, 2022. "A unified framework for exploring the determinants of online social networks (OSNs) on institutional investors’ capital market investment decision," Technology in Society, Elsevier, vol. 70(C).
    18. Normalini Md Kassim & T. Ramayah, 2015. "Perceived Risk Factors Influence on Intention to Continue Using Internet Banking among Malaysians," Global Business Review, International Management Institute, vol. 16(3), pages 393-414, June.
    19. Adu-Gyamfi, Gibbson & Song, Huaming & Obuobi, Bright & Nketiah, Emmanuel & Wang, Hong & Cudjoe, Dan, 2022. "Who will adopt? Investigating the adoption intention for battery swap technology for electric vehicles," Renewable and Sustainable Energy Reviews, Elsevier, vol. 156(C).
    20. Tzu-Hsin Chu & Cheng-Min Chao & Hsieh-Hsi Liu & Der-Fa Chen, 2022. "Developing an Extended Theory of UTAUT 2 Model to Explore Factors Influencing Taiwanese Consumer Adoption of Intelligent Elevators," SAGE Open, , vol. 12(4), pages 21582440221, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:transa:v:131:y:2020:i:c:p:296-312. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/wps/find/journaldescription.cws_home/547/description#description .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.