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

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.