Evaluating Korean commuters’ acceptance of MaaS through the UTAUT framework

Abstract

MaaS is receiving more attention recently as it is beneficial for users not only because of the convenience of using various transportation means but also because of the convenience of making reservations and payments simultaneously, and getting all the traffic information on one app. The concept of MaaS is also being highlighted as it can provide a solution for the traffic problems caused by the rapid increase in urbanization and the number of automobiles, and its related research and pilot programs are being widely promoted and implemented in Europe. However, in Korea, the qualitative research on MaaS is insufficient for its introduction. To make MaaS viable and to commercialize it, research to increase the competitiveness of MaaS from the perspective of the users is required. Therefore, this study analysed the user acceptance of MaaS by integrating Public Transportation (PT) with smart mobility services in an early stage in Korea.

Using the Unified Theory of Acceptance and Use of Technology (UTAUT), this study empirically analysed and obtained the results to determine the user intentions to continue the use of MaaS in Seoul. The following independent variables were selected: Performance Expectation (PE), Effort Expectation (EE), Social Influence (SI), Individual Innovation (II), and Environment Concern (EC). To understand the commuting characteristics, we restricted our survey to people who commute regularly by their own cars or PT in metropolitan areas of Korea for a total of 529 participants. Market penetration strategies for early MaaS development in Korea should focus on providing key conveniences such as real-time information, integrated reservations, and payments, which users value most. EC and SI significantly impact users’ intention to adopt MaaS, suggesting that highlighting eco-friendliness and leveraging public opinion can boost adoption. Additionally, users with smart mobility experience show higher acceptance, indicating that partnerships with smart mobility services and tailored offerings could accelerate market growth.