“出行即服务（MaaS）”核心用户群体的使用意愿机理

孙世超, 张琳琳

doi:10.16411/j.cnki.issn1006-7736.2024.04.010

大连海事大学学报 >

2024 , Vol. 50 >Issue 4: 89 - 99

DOI: https://doi.org/10.16411/j.cnki.issn1006-7736.2024.04.010

“出行即服务（MaaS）”核心用户群体的使用意愿机理

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（大连海事大学交通运输工程学院，辽宁大连 116026）

孙世超*（1988 — ），男，博士，副教授,E-mail：dlmu_sunshichao@163.com。张琳琳（1999 — ），女，硕士生，研究方向：交通运输规划与管理。

网络出版日期: 2024-06-04

基金资助

辽宁省自然科学基金资助项目 (2022-MS-158)

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The mechanism of usage intentions among core user groups in Mobility-as-a-Service

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(College of Transportation Engineering, Dalian Maritime University, Dalian 116026, China)

Online published: 2024-06-04

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摘要

聚焦于“出行即服务（MaaS）”服务平台的核心受众群体，即公共交通用户，研究其对MaaS服务平台使用意愿的内在机理，深入理解促使这类群体使用MaaS服务的驱动因素。本文将公交用户群体细分为被动乘客群体和选择性乘客群体，以辽宁省大连市的问卷调查数据为基础，采用多指标多因素结构方程模型，深入探讨这两类群体对当前公交服务水平的满意程度与其对MaaS服务使用态度和行为意向之间的相互关系。研究发现，乘客对MaaS服务的态度和使用意愿与其对公交服务的满意度呈正相关，但两类乘客在满意度转化为MaaS使用意愿的过程中存在机制差异,选择性乘客的满意度直接转化为使用意向，而被动乘客则先通过改变对MaaS的态度，进而影响其使用行为。因此，推广MaaS服务时需针对不同乘客群体制定差异化策略,即对选择性乘客应突出MaaS服务的高效便捷，对被动乘客则应体现MaaS服务质量和环境舒适度。此外，性别、年龄、换乘频率等因素也影响MaaS使用意愿。上述发现为相关部门规划MaaS服务平台、优化公交服务及提高MaaS普及率等方面提供了决策依据。

关键词： 城市交通; 出行即服务(Maas); 使用意愿机理; 多指标多因素结构方程模型; 群体细分

本文引用格式

孙世超, 张琳琳 . “出行即服务（MaaS）”核心用户群体的使用意愿机理[J]. 大连海事大学学报, 2024 , 50(4) : 89 -99 . DOI: 10.16411/j.cnki.issn1006-7736.2024.04.010

Abstract

Focusing on the core audience of the Mobility as a Service （MaaS）service platform, namely public transportation users, this study aimed to investigate the underlying mechanisms of their willingness to use the MaaS service platform and gained a deeper understanding of the driving factors that encouraged this group to use MaaS services. This paper divided the public transportation user group into passive passenger group and selective passenger group. Based on the questionnaire survey data of Dalian City, Liaoning Province, a multi-index and multi-factor structural equation model was used to deeply explore the satisfaction level of these two groups with the current level of public transportation services, and their attitudes and behavioral intentions toward using MaaS services. Research has found that passengers’ attitudes and willingness to use MaaS services are positively correlated with their satisfaction with public transportation services, but there are mechanism differences between the two types of passengers in the process of converting satisfaction into MaaS usage willingness. Selective passengers’ satisfaction directly converts into usage intention, while passive passengers first change their attitudes towards MaaS, thereby affecting their usage behavior. Therefore, when promoting MaaS services, differentiated strategies should be developed for different passenger groups，that is，for selective passengers, the efficiency and convenience of MaaS services should be highlighted, while for passive passengers, the quality of MaaS services and environmental comfort should be reflected. In addition, factors such as gender, age, and transfer frequency also affect the willingness to use MaaS. The above findings provide decision-making basis for relevant departments to plan MaaS service platforms, optimize public transportation services, and improve MaaS penetration rates.

Key words： urban traffic; Mobility as a Service(MaaS); mechanism of usage intentions; multi index and multi factor structural equation model; group segmentation

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