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Consumer Predisposition And Behavior Towards Mobility-As-A-Service Among University Students In A Developing Country

Author

Listed:
  • Rodrigo Gandia
  • Julia Oliveira
  • Fabio Antonialli
  • Joel Sugano
  • Isabelle Nicolaï

    (LGI - Laboratoire Génie Industriel - CentraleSupélec - Université Paris-Saclay)

  • Izabela Cardoso Oliveira

Abstract

Mobility-as-a-Service (MaaS) has been recently gaining ground, presenting a shift away from existing ownership-based transportation and towards access-based ones. MaaS is still surrounded by uncertainties: its development and applicability are mainly centered in developed countries; however, we believe that MaaS is modular, adaptable and applicable to several realities. In this sense, this study aims to examine university student's demand and predisposition for MaaS usage in a developing country, as well as to understand the differences in mobility perception among those students who are car users and non-car users. This survey was applied to over 300 university students in a Brazilian city, Lavras. Using the CART algorithm, we obtained classification trees to predict favorable responses related to MaaS use, based on several predictor variables (socio-economic characteristics, means of transport used, distance, etc.). We observed that car users are a little less sensitive to cost than non-car users. For car users, the commute alternatives that take longer, with less flexibility and availability-even when offered at lower cost-are not appealing, while the non-car users accept alternative options and expend more time when lower costs are available. Also, in general, a tree-based classification model predicted a positive adherence possibility for a MaaS scheme for both car users and non-car users (69%). As conclusions, this study suggests that there is a predisposition to accept the MaaS model for creating value for commuters in a developing country. We found that many MaaS characteristics (e.g. payment via app, transportation integration, monthly plan, customization, and so on) presented a positively predictable possibility of substitution, especially for Millennials. Also, we found that bicycles may be a mode that can be explored for MaaS schemes worldwide, and that hitchhiking could be used as a strategy to apply MaaS in places where public transportation lacks efficiency.

Suggested Citation

  • Rodrigo Gandia & Julia Oliveira & Fabio Antonialli & Joel Sugano & Isabelle Nicolaï & Izabela Cardoso Oliveira, 2019. "Consumer Predisposition And Behavior Towards Mobility-As-A-Service Among University Students In A Developing Country," Post-Print halshs-03687634, HAL.
    • Handle: RePEc:hal:journl:halshs-03687634
    DOI: 10.2495/ut190151
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-03687634
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