Exploring motivational mechanisms behind the intention to adopt mobility as a service (MaaS): Insights from Germany

Abstract

Based on digital transformation processes, public mobility is experiencing tremendous and far-reaching change. The use of information and communication technology (ICT) enables disruptive mobility solutions that have recently became known as mobility as a service (MaaS). MaaS promises great economic potential and supports the idea of a more efficient allocation of transport resources. However, the main motivational mechanisms behind travelers' adoption intention are still unknown. This research identifies key motivational determinants and investigates their structural interrelations. Based on a literature review we first identify the fundamental characteristics of MaaS. Building on this common understanding, we conduct qualitative in-depth interviews with potential end-users to explore motivational acceptance factors. We draw from our inductive findings to postulate a structural causal equation model that captures motivational mechanisms behind the intention to adopt MaaS. Finally, the model will be quantitatively validated based on a comprehensive survey and the use of partial least squares (PLS) analysis. We show that psychological needs play a crucial role in the acceptance of MaaS. The results demonstrate that anticipated advantages of autonomy, competence and the feeling of being related to a social peer group affect hedonic motivation and the expected usefulness of MaaS offerings, which equally affect behavioral intention. We also introduce a novel theoretical construct and show that – in the present disruptive context – cognitive congruency between existing habit schemata and anticipated MaaS usage patterns significantly affect the judgment process and behavioral intention. Finally, important implications for market strategy, product development and policy measures will be discussed.