Asia Marketing Journal

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

  • Toyama, Masaki (College of Business Administration, Shukutoku University)
  • Received : 2022.09.04
  • Accepted : 2022.09.07
  • Published : 2022.10.31
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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.

Keywords

Acknowledgement

This work was supported by Shukutoku University.

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