The effects of symbolic meanings on MaaS adoption intention: A case study from urban residents in China

Mobility as a service (MaaS) is considered a promising approach for achieving sustainable urban transportation and has garnered significant interest among researchers. However, consumer interest in adopting MaaS remains low, despite consumer acceptance and adoption is critical to the bright future for MaaS. The underlying mechanisms and boundary conditions influencing consumers’ intention to adopt MaaS, particularly in the cultural perspectives, remain unclear. Based on S-O-R behavioral prediction model, the current study examines the mechanism of action between MaaS symbolic meanings (S), perceived social value (O), and consumer adoption intention (R). The moderating role of the Chinese traditional cultural value (face consciousness) was tested. A quantitative study of a sample of 306 Chinese consumers collected through an online survey indicate that the environmentalism and innovation symbols of MaaS positively influence perceived social value, which subsequently enhances adoption intention. Perceived social value plays a significant mediating role, and face consciousness as a moderator strengthens the effect of perceived social value on consumer adoption intention. These findings provide meaningful practical references for marketers.