Exploring the aspects of MaaS adoption based on college students’ preferences

Mobility as a Service (MaaS) aims to provide a seamless mobility solution by combining several transport services into a single platform. The research on MaaS is rapidly evolving, but so far limited attention has been paid to some of its features. In this study, the aspects related to MaaS are collected, and latent variables are analyzed based on a survey conducted among college students. Structural equation modeling (SEM) is applied to identify the relation between the aspects of MaaS packages, the intention to adopt MaaS, and the attitudinal variables. It turns out that young users prefer to receive a wide range of routing-related information, but environmental and health effects are not among the most wanted factors. The participants are mostly interested in using application platforms for booking, paying by bank card online, and using QR codes for ticketing. The results show that technology readiness is closely linked with user preferences. Furthermore, it is highlighted that those respondents who choose advanced aspects are more inclined to adopt MaaS. However, it seems that users are not willing to reduce car usage because of using MaaS. The findings are useful for MaaS operators when developing MaaS applications since based on the travelers’ perspectives, the potential adoption of a MaaS application can be maximized.