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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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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面孔意识对年轻旅行者出行即服务意向的影响——以上海为例

尽管人们对移动即服务（MaaS）产生了广泛的兴趣，但缺乏关于文化价值观对其采用意图的潜在影响的证据。在本文中，我们认为面子意识是理解40岁以下中国年轻游客采用MaaS的意图的关键文化差异。基于上海地区329个在线调查样本，建立扩展技术接受模型（TAM），分析感知易用性（PEU）、感知有用性（PU）、个人创新性（in）、主观规范（SN）和面子意识（FC）对MaaS采用意愿（AI）的直接和间接影响。结果表明，感知易用性、感知有用性、个人创新性和主观规范对MaaS采用意愿有显著的正向影响，而面孔意识通过主观规范的中介作用间接影响MaaS采用意愿。最后，本研究讨论了市场策略和政策措施的启示。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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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.