Investigating the effects of platform and mobility on mobility as a service (MaaS) users’ service experience and behavioral intention: empirical evidence from MeNGo, Kaohsiung

Different from most existing studies in the literature, this study proposes and empirically examines an integrated model to understand user experience and behavior based on actual experiences with a real-world MaaS platform. Specifically, the relationships among perceived service features (i.e. platform and mobility services), perceived value, satisfaction, and behavioral intention of existing MaaS users were examined using a survey sample of 363 existing MaaS users in Taiwan. Results reveal that the most important variable explaining intention to use MaaS is mobility benefits derived from using MaaS, more so than cost/economic benefits, access to greater information, and ease of transaction. MaaS operators need to prioritize service features that offer access to newer modes, more frequent services, covering greater network areas. While other measures such as discounted pricing, provision of dynamic and real-time information, integrated ticketing and payment are valuable, they are unlikely to prove popular with consumers unless the MaaS service can offer a substantial benefit in terms of access to new and expanded transport services. Implications and recommendations for future research are also discussed.