Differences in MaaS adoption among university students

Abstract

There is growing interest in identifying potential adopters of Mobility as a Service (MaaS). Although socio-demographic and travel-related factors influencing adoption have been studied, the impact of attitudinal factors within specific traveler groups has been partly neglected. This study explores how attitudinal factors affect university students' intention to use MaaS through structural equation modeling. Latent class cluster analysis reveals two groups: high-income students who frequently use cars (Cluster 1) and low-income students relying on public transport (Cluster 2). The results show that ease of learning the MaaS system and media influence significantly affect adoption. Perceived benefits play a crucial role in shaping willingness among Cluster 1, while environmental awareness influences adoption in Cluster 2. To enhance uptake, strategies such as social media promotion and gamification are recommended, offering insights for transportation planners and policy-makers.