Institute of Transportation, MOTC

      In order to increase the usage of public transportation, many countries are planning to promote Mobility as a Service (MaaS). This study aims to explore individual’s intention toward MaaS. At the first stage, we utilize discrete choice model to analyze user’s preference for car, scooter and MaaS. Then we utilize structural equation modeling (SEM) to verify which latent variables affecting intention. At last, hybrid discrete choice model (HDCM) is utilized to combine discrete choice model and latent variable model, so that the model will closer to the real situation.
       The results of SEM indicate that “perceived product attributes” and “ease of use” positively affect “intention”. “Promotions or incentives” positively affect “perceived product attributes” and “intention”. “Integrated transportation” positively affects “perceived product attributes”. Besides, “perceived product attributes” is not only the mediator between “promotions or incentives” and “intention”, but also “integrated transportation” and “intention”. “Perceived risk” will negatively impact “intention”.
       HDCM shows that the group with high awareness of “perceived product attributes” prefer MaaS to car and scooter. The results of mixed logit model indicate the choice probability of MaaS is 37.03%. Moreover, the direct elasticity of “cost” is the highest using in MaaS. The results of the study can provide reference for transportation planning department and transportation operator for their decisions in pricing strategy.