Empirical Study on the Acceptance of Mobility as a Service (MaaS) Based on the UTAUT2 Model

Authors

Masaki Toyama, College of Business Administration, Shukutoku University Saitama, JapanFollow

ORCID

Masaki Toyama 0000-0002-6491-3664

Abstract

To achieve the widespread use of Mobility as a Service (MaaS), a novel transportation platform, it is important to increase consumers’ intention to use MaaS. Therefore, this study clarifies the determinants of consumers’ intention to use MaaS based on the UTAUT2 model. The research model is tested using structural equation modeling based on data from a web-based questionnaire survey of Japanese consumers. The results show that performance expectancy, social influence, hedonic motivation, and price value have significant effects on the intention to use MaaS. Moreover, the relationship between the intention to use MaaS and independent variables is moderated by old age. Theoretical and practical implications are discussed based on the findings

Recommended Citation

Toyama, Masaki (2022) "Empirical Study on the Acceptance of Mobility as a Service (MaaS) Based on the UTAUT2 Model," Asia Marketing Journal: Vol. 24 : Iss. 3 , Article 3.
Available at: https://doi.org/10.53728/2765-6500.1593

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This work is licensed under a Creative Commons Attribution 4.0 License.