Mobility-as-a-Service: Exploring Consumer Preferences for MaaS Subscription Packages Using a Stated Choice Experiment

Abstract

While urbanisation has increased and more efficient means of mobility are required, consumers are decreasingly interested in owning cars. One solution to meet people's mobility needs is to provide mobility as a service (MaaS). This study looks into consumers’ preferences on monthly MaaS packages and tries to identify the most important factors that affect their choices on the packages as well as consumers’ willingness to pay for those factors. Data was collected in Finland with a discrete choice experiment where the following factors were included: price, public transport, bike sharing, car sharing, taxi, sharing the package within a household, and promise of the service speed. MNL model was estimated for the purposes of data analysis. The results show that current public transport users are most interested in the use of MaaS packages. Additionally, the most important factors were found to be price and public transport. The results also suggest that MaaS packages should be built around public transport. <br/>