Measuring Potential People’s Acceptance of Mobility as a Service: Evidence from Pilot Surveys

Sustainable mobility is one of the main challenges on a global level. In this context, the emerging Mobility as a Service (MaaS) plays an important role in the mobility of people. This paper investigates the main enabling factors for implementing the MaaS paradigm, with a specific focus on the level of acceptance of this new technology. To achieve this objective, the proposed methodology for measuring the potential MaaS acceptance is based on a set of pilot surveys. The methodology integrates motivational surveys with Stated and Revealed Preference (SP, RP) and Technology Acceptance Models (TAM). The collected data are processed to obtain indicators that measure the potential level of MaaS acceptance. The main results of the two pilot experiments are illustrated by referring to urban and extra-urban mobility with or without physical barriers. The results obtained show that the level of MaaS acceptance grows with the increase in generalized transport costs perceived by the users.