Applying a Modified Technology Acceptance Model to Explore Individuals’ Willingness to Use Mobility as a Service (MaaS): A Case Study of Beijing, China

Abstract

The sustainable development of urban transportation is facing various challenges, including traffic congestion, increasing carbon emissions, and diversified travel demands. New concepts of mobility and business models are emerging to address these challenging conditions, such as mobility as a service (MaaS). As a new paradigm of travel services, users’ recognition, acceptance, and continuous use of MaaS are prerequisites for its survival and development. Hence, to ensure the successful implementation of MaaS, it is crucial to precisely identify the key factors influencing individuals’ willingness to use MaaS. In order to analyze the mechanisms that influence individuals’ willingness to use MaaS, this study first conceptualized a behavioral model by drawing on the modified Technology Acceptance Model (TAM) and the fundamental characteristics of MaaS. Based on the behavioral model, a structured questionnaire consisting of eight sections and thirty-three questions was designed and conducted online in Beijing, China. A total of 1260 valid questionnaire data were collected, and a descriptive analysis was conducted on the collected data, including the frequency distribution and intention to use MaaS based on the socioeconomic and mobility characteristics. Then, reliability and validity analyses were conducted on the questionnaire data using Cronbach’s alpha coefficient method and the Confirmatory Factor Analysis (CFA) method, respectively. Finally, the behavioral model was analyzed quantitatively using the Structural Equation Model (SEM). The results show that 77.62% of the respondents are willing to use MaaS after it is implemented, and 44.29% of them strongly agree to using it, while 2.06% of them strongly disagree to using it. Travel philosophy, travel preference, and perceived usefulness have positive impacts on individuals’ behavioral intention to use MaaS, while perceived usefulness exerts the greatest influence, with a coefficient of 0.364. Meanwhile, the latent variable of perceived risk has a significantly negative impact on behavioral intention, with a coefficient of −0.141. From the perspective of observed variables, convenience and efficiency are the most important factors affecting intention to use MaaS, while environment protection is the least influential factor. The results of this study can provide a decision-making basis for transportation planners, MaaS service providers, and policymakers, enhancing the level of sustainable development of urban transportation.