The effects of face consciousness on young travelers’ intention to adopt mobility as a service (MaaS): A case study in Shanghai, China

IF 4.6 3区工程技术 Q1 ECONOMICS

Research in Transportation Economics Pub Date : 2025-03-13 DOI:10.1016/j.retrec.2025.101536

Jinpeng Wen, Hongcheng Gan, Ke Wang, Xinyu Wang, Yue Huang, Huan Lu

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引用次数: 0

Abstract

Despite widespread interest in mobility as a service (MaaS), there is a lack of evidence regarding the potential impact of cultural values on its adoption intention. In this paper, we identify face consciousness as a key cultural differentiator in understanding the intention of young Chinese travelers under 40 to adopt MaaS. Based on 329 online survey samples in Shanghai, an extended technology acceptance model (TAM) was established to analyze the direct and indirect effects of perceived ease of use (PEU), perceived usefulness (PU), individual innovativeness (IN), subjective norms (SN) and face consciousness (FC) on MaaS adoption intention (AI). The results show that perceived ease of use, perceived usefulness, individual innovativeness and subjective norms have a significant positive impact on MaaS adoption intention, and face consciousness indirectly affects MaaS adoption intention through the mediating effect of subjective norms. Finally, this study discusses implications for market strategies and policy measures.

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来源期刊

Research in Transportation Economics Multiple-

CiteScore

8.40

自引率

2.60%

发文量

审稿时长

60 days

期刊介绍： Research in Transportation Economics is a journal devoted to the dissemination of high quality economics research in the field of transportation. The content covers a wide variety of topics relating to the economics aspects of transportation, government regulatory policies regarding transportation, and issues of concern to transportation industry planners. The unifying theme throughout the papers is the application of economic theory and/or applied economic methodologies to transportation questions.