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A study on users' willingness to accept mobility as a service based on UTAUT model

Author

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  • Ye, Jianhong
  • Zheng, Jiaqi
  • Yi, Fabin

Abstract

MaaS has received highly anticipated from the field of transportation theory and practice in recent years. Many Chinese cities have also proposed plans to build MaaS systems and have begun to implement them. As a new type of travel service paradigm, user recognition, acceptance, and continued use are prerequisites for the survival and development of MaaS. Therefore, accurately identifying the key variables that affect user acceptance and grasping the user's requirements are important support to ensure the MaaS has been applying successfully. Based on the Unified Theory of Acceptance and Use Technology model (UTAUT), this study establishes an analysis framework of MaaS acceptance and intention. A small town with a very common use of cars in the suburbs of Shanghai was selected as the survey object, and the potential uses and requirements of MaaS for 314 households and 600 residents were collected. This study proposes five important strategies for the promotion and application of MaaS: 1. Strengthen publicity and promote the MaaS concept to be more easily understood and accepted. 2. Improve convenience in the manual and avoid cumbersome operations; 3. Grasp the users’ curiosity and the early adopters, and cultivate the approved user base. 4. Focus on improving user experience, maintaining MaaS reputation, rewarding users for sharing register invitations. 5. Strengthening the protection of user information and service stability of MaaS guarantee to eliminate user concerns. At the same time, different services can be launched for different groups. Such as providing customized MaaS travel packages for middle-aged, elderly people and minors; making more detailed tutorials for people without membership experience, inviting free experiences, etc.

Suggested Citation

  • Ye, Jianhong & Zheng, Jiaqi & Yi, Fabin, 2020. "A study on users' willingness to accept mobility as a service based on UTAUT model," Technological Forecasting and Social Change, Elsevier, vol. 157(C).
    • Handle: RePEc:eee:tefoso:v:157:y:2020:i:c:s0040162519320153
    DOI: 10.1016/j.techfore.2020.120066
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    References listed on IDEAS

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    1. Ho, Chinh Q. & Hensher, David A. & Mulley, Corinne & Wong, Yale Z., 2018. "Potential uptake and willingness-to-pay for Mobility as a Service (MaaS): A stated choice study," Transportation Research Part A: Policy and Practice, Elsevier, vol. 117(C), pages 302-318.
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    2. Schulz, Thomas & Zimmermann, Sina & Böhm, Markus & Gewald, Heiko & Krcmar, Helmut, 2021. "Value co-creation and co-destruction in service ecosystems: The case of the Reach Now app," Technological Forecasting and Social Change, Elsevier, vol. 170(C).
    3. 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).
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    5. 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.
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    7. Bahamonde-Birke, Francisco J. & Frowijn, Luuk & van Gils, Coco & Helmink, Rutger D.W. & Henkus, Sophie & van der Hoeven, Sanna & Mathilde Kolkman, O. & van Onzen, Tim & Ronteltap, Lisette & Wehl, Dina, 2023. "Am I willing to replace my car with a MaaS subscription? An analysis of the willingness of Dutch citizens to adopt MaaS and the triggers affecting their choices," Transportation Research Part A: Policy and Practice, Elsevier, vol. 176(C).
    8. Mehra, Aashish & Rajput, Sneha & Paul, Justin, 2022. "Determinants of adoption of latest version smartphones: Theory and evidence," Technological Forecasting and Social Change, Elsevier, vol. 175(C).
    9. Kayikci, Yasanur & Kabadurmus, Ozgur, 2022. "Barriers to the adoption of the mobility-as-a-service concept: The case of Istanbul, a large emerging metropolis," Transport Policy, Elsevier, vol. 129(C), pages 219-236.
    10. Wen, Jinpeng & Gan, Hongcheng & Wang, Ke & Wang, Xinyu & Huang, Yue & Lu, Huan, 2025. "The effects of face consciousness on young travelers’ intention to adopt mobility as a service (MaaS): A case study in Shanghai, China," Research in Transportation Economics, Elsevier, vol. 110(C).
    11. González-Sánchez, Guadalupe & Maeso-González, Elvira & López, Elena & Aguiar, Iago, 2024. "Exploring determining factors of MaaS app use and its potential effects on mobility behavior: Keys to gender-sensitive planning and management," Transport Policy, Elsevier, vol. 158(C), pages 175-195.
    12. Balakrishnan, Janarthanan & Abed, Salma S. & Jones, Paul, 2022. "The role of meta-UTAUT factors, perceived anthropomorphism, perceived intelligence, and social self-efficacy in chatbot-based services?," Technological Forecasting and Social Change, Elsevier, vol. 180(C).
    13. Jang, Hyeokjun & Kwon, Yeongmin & Jang, Kitae & Kim, Suji, 2025. "Urban air mobility for airport access: Mode choice preference associated with socioeconomic status and airport usage behavior," Journal of Air Transport Management, Elsevier, vol. 124(C).
    14. Dadashzadeh, Nima & Woods, Lee & Ouelhadj, Djamila & Thomopoulos, Nikolas & Kamargianni, Maria & Antoniou, Constantinos, 2022. "Mobility as a Service Inclusion Index (MaaSINI): Evaluation of inclusivity in MaaS systems and policy recommendations," Transport Policy, Elsevier, vol. 127(C), pages 191-202.
    15. Zhong, Yongping & Oh, Segu & Moon, Hee Cheol, 2021. "Service transformation under industry 4.0: Investigating acceptance of facial recognition payment through an extended technology acceptance model," Technology in Society, Elsevier, vol. 64(C).
    16. 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.
    17. Singh, Neeraj & Kumar, Niraj & Kapoor, Sanjeev, 2022. "Consumer multihoming predisposition on food platforms: Does gender matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    18. 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).

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