Assessing the user acceptance of mobility-as-a-service platforms: a case study of Shenzhen, China

Purpose This study aims to explore the factors influencing user acceptance of mobility-as-a-service (MaaS) platforms in Shenzhen and to provide recommendations for future implementation and development. Design/methodology/approach Using data from 232 valid questionnaires collected from Shenzhen residents, this study applies the Unified Theory of Acceptance and Use of Technology to construct a structural equation model for MaaS acceptance. Relevant hypotheses were proposed and tested using analysis of variance. Findings The results indicate that comfort attitude, effort expectancy and performance expectancy considerably and positively influence users’ willingness to accept MaaS platforms. Performance expectancy mediates the effect of effort expectancy on willingness to accept. Although social influence had a positive impact, it was not significant. Research limitations/implications This study is primarily limited to Shenzhen and may not fully reflect the acceptance of MaaS by residents in other cities or regions. Moreover, the research relies solely on survey data, which may be subject to self-reporting biases. Future research should expand to a broader geographical area and consider using actual behavioral data to enhance the reliability and generalizability of the results. Practical implications The findings are significantly relevant for policymakers and urban transport planners. Understanding the key factors influencing residents’ acceptance of MaaS, such as comfort and performance expectancy, can enhance the design and promotion of MaaS projects to achieve higher user attraction and satisfaction. Emphasizing the simplification of user interfaces and operation processes can improve user experience and foster widespread adoption. Social implications The study reveals that social influence has a minimal impact on MaaS acceptance, suggesting that public education and promotional strategies need to be redesigned to focus more on communicating personal benefits and specific advantages. Additionally, emphasizing the role of MaaS in increasing public transport usage and reducing private car dependency could help promote sustainable transportation development and improve urban traffic conditions. Originality/value This study provides a comprehensive analysis of the factors affecting MaaS acceptance in Shenzhen, offering new insights into user behavior within the context of urban mobility. This study contributes to the understanding of user acceptance in developing regions and proposes actionable recommendations, including pilot projects and service plans, to support the effective deployment of MaaS platforms in Shenzhen.