Abstract
Key challenges in transportation need to be addressed to tackle the problems of fossil fuel emissions and worsened air quality in urban area. The development of a more efficient and clean transport system could benefit from mobility as a service (MaaS). The present paper aims to understand the determinants of the intention to adopt such a service. We test the Technology Acceptance Model (TAM) on mobility behavior and intention to adopt mobility as a service, and we analyze the role of perceived cost saving as a determinant for the perceived ease of use. Data were collected through a survey on a sample of 201 potential adopters. The findings show that for such a technology, perceived usefulness fully mediate the influence of perceived ese of use on the intention to adopt. Moreover, the effect of perceived cost saving on perceived ease of use is moderated by the life cycle of the technology. Implications for marketing managers and policy makers are discussed.
Highlights
The way of living is changing worldwide and based on the current estimates, the number of people living in urban areas will increase by 2.5 billion inhabitants by 2050 [1]
We test the Technology Acceptance Model (TAM) on mobility behavior and intention to adopt mobility as a service, and we analyze the role of perceived cost saving as a determinant for the perceived ease of use
The 2 populations are not statistically different in term of gender distribution: 53% of the Finland sample is composed by females versus the 50% of the French sample (Chi Square = 0.24; p = n.s.) a paired-sample t tests with environmental attitude within-subjects variable were conducted to assess the impact of this variable on intention to use
Summary
The way of living is changing worldwide and based on the current estimates, the number of people living in urban areas will increase by 2.5 billion inhabitants (around 70%) by 2050 [1]. [8] and mobility applications based on the concept “as a service” [6,9] These disrupted the traditional value chains such as Uber and Lyft with access to real-time data and integrated means of transport. Mobility as a Service (MaaS) is an emerging and evolving phenomenon, an example of technology-driven innovation that allows users to plan their trip and travel through the integration of different mobility mode offered by different service providers, using a single interface IT based. In this way, simplifying the journey planning and ticket purchase processes among other things [3]. We suggest that the stage in the current mobility revolution moderates the relationship between perceived cost saving and ease of use
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