Factors Influencing Intention to Use Mobility as a Service (MaaS) in Bangkok

Abstract

In the present day, transportation has been more developed, and more mobility options exist, including the rise of mobility applications to enhance easiness and convenience. This concept of integrating mobility options into one single platform is called Mobility as a Service or MaaS. MaaS includes features of planning, reservation, and payment of all existing transport options so travelers can choose the best travel option according to their requirements. This concept is new and has not been implemented in Thailand and there is no implementation in Thailand. This research explored the attitude and intention to use MaaS by travelers in Bangkok, to find out the influences of each factor on the intention to use MaaS service. The research adopted Unified Theory of Acceptance of Technology or UTAUT framework. As most factors about travel options and technologies already exist in real use, this research focused on the perception of benefits that the travelers could gain from using MaaS. The data were collected by questionnaire survey which collected attitudes on using existing technologies and intention to use MaaS. The analyses were carried out using Structural Equation Modeling or SEM to build relationship among intention to use and several factors. From 291 samples, the results indicate that the samples with age less than 30 years old (young samples) have higher frequency to use most types of applications except a few such as banking applications. For SEM analysis, the results show that performance expectancy, effort expectancy, and social influence influent user’s intention to use MaaS at loading factors of 0.219, 0.213 and 0.365 respectively.