The mechanism of usage intentions among core user groups in Mobility-as-a-Service
Focusing on the core audience of the Mobility-as-a-Service(MaaS)service platform,namely public transportation users,this study aimed to investigate the underlying mecha-nisms of their willingness to use the MaaS service platform and gained a deeper understanding of the driving factors that en-couraged this group to use MaaS services.This paper divided the public transportation user group into passive passenger group and selective passenger group.Based on the question-naire survey data of Dalian City,Liaoning Province,a multi-index and multi-factor structural equation model was used to deeply explore the satisfaction level of these two groups with the current level of public transportation services,and their attitudes and behavioral intentions toward using MaaS serv-ices.Research has found that passengers'attitudes and will-ingness to use MaaS services are positively correlated with their satisfaction with public transportation services,but there are mechanism differences between the two types of passengers in the process of converting satisfaction into MaaS usage will-ingness.Selective passengers'satisfaction directly converts into usage intention,while passive passengers first change their attitudes towards MaaS,thereby affecting their usage be-havior.Therefore,when promoting MaaS services,differentia-ted strategies should be developed for different passenger groups,that is,for selective passengers,the efficiency and convenience of MaaS services should be highlighted,while for passive passengers,the quality of MaaS services and environ-mental comfort should be reflected.In addition,factors such as gender,age,and transfer frequency also affect the willing-ness to use MaaS.The above findings provide decision-making basis for relevant departments to plan MaaS service platforms,optimize public transportation services,and improve MaaS penetration rates.
urban trafficMobility-as-a-Service(MaaS)mechanism of usage intentionsmulti-index and multi-factor structural equation modelgroup segmentation
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