Exploring public acceptability of Mobility-as-a-Service (MaaS): A complementary dual-stage SEM-NCA perspective

Abstract

Mobility-as-a-Service (MaaS) offers an online platform where travelers can plan, book, and pay for journeys that involve multiple mobility providers. By integrating public transport with shared services, MaaS has the potential to reduce vehicle dependence and promote low-carbon travel. To realize these environmental benefits, this study aims to explore the influencing mechanism of the public acceptability towards MaaS based on the stimuli-organism-response theory. Most existing studies have employed sufficient logic approaches, which are insufficient to elucidate the necessary conditions that motivate public acceptability. Applying partial least squares structural equation modeling (PLS-SEM) and necessary condition analysis (NCA), the enhancers (should-have factors) and enablers (must-have factors) in the formation of public acceptability are identified. A must-have factor is necessary to attain expected outcomes, whereas a should-have factor serves to enhance this effect. Results indicate that all external environment factors (i.e., platform incentives, social influence, and media exposure) positively influence internal psychology factors (i.e., perceived usefulness, perceived greenness, and perceived fairness), which subsequently enhance the public acceptability of MaaS. In addition, perceived fairness is both an enabler and an enhancer for public acceptability, while perceived usefulness and perceived fairness are only enhancers. Based on the above results, insightful implications with regard to creating effective strategies for the advancement of MaaS are provided for policymakers and business practitioners.