一种MaaS使用意愿影响模型

An influential model of mobility as a service adoption intention

对出行者关于出行即服务(Mobility as a Service,MaaS)的使用意愿进行研究,构建一种MaaS使用意愿影响模型。该模型基于北京市居民使用MaaS的意向调查(Stated Preference,SP)数据,采用结构方程模型(Structural Equation Model,SEM)从主观心理层面选取出行态度、出行偏好、出行计划性及MaaS感知有用性等变量作为内生变量,引入环保意识和创新意识两个外生变量,并结合模型拟合系数调整各变量间路径权重和关系结构,分析影响因素与MaaS使用意愿间的非线性影响关系。研究结果表明,居民的创新意识是促进使用MaaS的最重要因素,出行现状、出行效率以及考虑低碳出行的环境意识等因素能够显著影响MaaS的选择意愿,MaaS感知有用性、出行态度和出行偏好在模型中作为中介变量对MaaS使用意愿产生影响。

This study examines the adoption intention of mobility as a service(MaaS)among travelers,and develops a model to investigate its influencing factors.The model is built based on stated preference(SP)survey data regarding MaaS adoption intention among residents in Beijing.Structural equation modeling(SEM)is employed,with travel attitude,travel preference,travel planning and perceived usefulness of MaaS as the foundational variables at the subjective psychological level.Two exogenous variables,environmental consciousness and innovation consciousness,are introduced.The model was adjusted by fitting the coefficients and relationship structures among variables to analyze the nonlinear impact relationships between the influencing factors and the MaaS adoption intention.Research findings indicate that residents’innovation consciousness is the most important factor that promotes the adoption of MaaS.Factors such as travel status,travel efficiency and environmental awareness of low-carbon travel can significantly influence the choice intention of MaaS services.Perceived usefulness of MaaS,travel attitude and travel preference which serve as the mediating variables in the model,affect the MaaS adoption intention.