Unveiling consumer acceptance of mobility as a service: a factorial survey experiment

Le résumé fourni par la source

This paper investigates consumer acceptance of Mobility as a Service (MaaS) using a factorial survey experiment (FSE) based on a sample of 521 participants. It applies the hierarchy of needs and value theory to a between-groups design, exploring the impact of perceived utilitarian value, perceived green value, and information acquisition levels on MaaS acceptance. This study also explores the impact of privacy risk on the willingness to use MaaS, uncovering the mediating role of attitude and the moderating role of perceived values. The findings suggest that privacy risk negatively influences attitude, subsequently hindering MaaS adoption. However, a high perceived utilitarian value significantly diminishes the negative influence of privacy risk on intention through attitude. Furthermore, the study found no significant moderating effect of perceived green value between privacy risk and attitude. These results provide valuable insights for designing effective strategies to encourage consumer acceptance of MaaS.

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