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<p>Mobility as a Service (MaaS) is a promising approach to addressing urban transportation challenges by promoting the use of public transportation. For the sustainability of MaaS, beyond retaining existing users, it is more important to attract potential users who shift from private vehicle travel. To scale up MaaS adoption, it is important to identify the heterogeneity among potential users who are aware of an operating MaaS scheme but have not yet adopted it. Using data from 498 non-users of Taiwan’s TPASS, a nationwide operational public transport pass scheme, this study employs latent profile analysis to identify distinct segments based on five psychological constructs: perceived economic benefits, relative attitude toward private versus public transport, habitual travel behavior, environmental concern, and adoption intention. Four heterogeneous profiles emerged: flexible multimodal commuters, economic-oriented commuters, private transport enthusiasts, and sustainable transport supporters. The profiles differ substantially across the five constructs, with habitual vehicle use and relative attitude most clearly separating car-oriented from transit-receptive segments. Current commuting mode, vehicle ownership, and commuting distance systematically predict profile membership. These findings underscore the importance of recognizing user diversity in operational MaaS contexts and offer practical implications for developing segment-specific marketing and policy interventions to promote MaaS uptake.</p>

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Investigating the heterogeneity of potential users’ MaaS adoption intentions in the operating MaaS context

  • 期刊论文

  • 发表日期：

    2026年8月3日

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  • Ching-Fu Chen,
  • Wei-Lun Tsai

摘要

Mobility as a Service (MaaS) is a promising approach to addressing urban transportation challenges by promoting the use of public transportation. For the sustainability of MaaS, beyond retaining existing users, it is more important to attract potential users who shift from private vehicle travel. To scale up MaaS adoption, it is important to identify the heterogeneity among potential users who are aware of an operating MaaS scheme but have not yet adopted it. Using data from 498 non-users of Taiwan’s TPASS, a nationwide operational public transport pass scheme, this study employs latent profile analysis to identify distinct segments based on five psychological constructs: perceived economic benefits, relative attitude toward private versus public transport, habitual travel behavior, environmental concern, and adoption intention. Four heterogeneous profiles emerged: flexible multimodal commuters, economic-oriented commuters, private transport enthusiasts, and sustainable transport supporters. The profiles differ substantially across the five constructs, with habitual vehicle use and relative attitude most clearly separating car-oriented from transit-receptive segments. Current commuting mode, vehicle ownership, and commuting distance systematically predict profile membership. These findings underscore the importance of recognizing user diversity in operational MaaS contexts and offer practical implications for developing segment-specific marketing and policy interventions to promote MaaS uptake.