|Abstract: ||「交通行動服務(Mobility as a Service, MaaS)」為運輸領域的創新服務概念，MaaS亦成為當前許多國家與城市永續運輸政策推行的具體目標。MaaS係涵蓋大眾運輸、共享運具及私人運具之整合運輸服務平台，提供旅運者無縫、及戶之運輸服務。鑑於MaaS為一個創新運輸服務概念，在推行之際，若能先探究瞭解使用者對MaaS之行為意圖與偏好，確實具有研究空間與重要性。|
“Mobility as a Service (MaaS)” is an innovative concept of service in the transportation field. MaaS is enabled by combining transportation services from public transport, shared transport, and private vehicles through a unified platform that creates and manages the trips, which users can pay for with a single account. However, few researches have examined the behavioral intention for MaaS. It is an important topic to analyze the usage intention and preference of service attributes for MaaS in advance of the planning and implementation of MaaS.
This study empirically examines cognitions and behavioral intentions for using “Mobility as a Service (MaaS)”. Based on literature analysis, key factors and service attributes of MaaS are identified; namely, platform functions, transport mode integration, payment integration, ticketing integration, booking system, and personalization. This study applied Technology Acceptance Model (TAM) to analyze the relationships among perceived usefulness, perceived ease of use, compatibility, perceived risk, attitude, and usage intention of MaaS. The relationships proposed in the framework are tested using structural equation modeling. Analytical results of TAM demonstrated that compatibility, perceived ease of use, perceived usefulness, and attitude all have positive influences, and perceived risk has a negative influence on usage intention of MaaS. The influences are ranked as compatibility, perceived usefulness, attitude, perceived ease of use, and perceived risk. Furthermore, the preference of service attributes was also examined using Conjoint Analysis. From the results of conjoint analysis, the relative importance of service attributes were identified, namely, ticketing, platform functions, payment, and personalized/ordinary options. From the results of Cluster Analysis, the users were classified into five groups with different preference structures, namely, ticketing and payment concerned group, motorized mode preferred group, ordinary choice group, early adopter/monthly package group, and function concerned group.