Mobility as a service (MaaS) adoption: Assessing heterogeneity across university communities
This study investigates the willingness to adopt (WTA) Mobility as a Service (MaaS) solutions among members of Italian university communities, based on over 4000 responses collected through two survey campaigns at the Politecnico di Milano and the University of Genoa. Ordered logit models were estim...
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| Format: | Article |
| Language: | English |
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Elsevier
2025-09-01
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| Series: | Transportation Engineering |
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| Online Access: | http://www.sciencedirect.com/science/article/pii/S2666691X2500065X |
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| author | Fulvio Silvestri Valentina Costa Luca Pastorelli |
| author_facet | Fulvio Silvestri Valentina Costa Luca Pastorelli |
| author_sort | Fulvio Silvestri |
| collection | DOAJ |
| description | This study investigates the willingness to adopt (WTA) Mobility as a Service (MaaS) solutions among members of Italian university communities, based on over 4000 responses collected through two survey campaigns at the Politecnico di Milano and the University of Genoa. Ordered logit models were estimated to assess the influence of socio-demographic characteristics, travel habits, and individual perceptions on MaaS adoption. Identified key determinants include travelers’ satisfaction with current transport options, which is negatively associated with WTA, in line with existing findings that satisfied users are less likely to change travel behavior. Results partially align with prior studies that identify private car ownership as a barrier. Use of journey planning apps is positively associated with MaaS adoption, reinforcing prior research on the importance of digital familiarity. This study also presents findings that diverge from previous literature: age does not significantly influence WTA, and services such as bike sharing and car sharing do not yield measurable utility in the adoption decision. The analysis reveals substantial heterogeneity in preferences both across and within the two university contexts, as confirmed by the significance of several random parameters capturing individual-level variation. These results underscore the importance of developing flexible, context-sensitive MaaS strategies. Given the diversity of preferences and influencing factors, a one-size-fits-all approach is unlikely to be effective. |
| format | Article |
| id | doaj-art-490efc0ed4b84f9b90e55cb19ee2a5f4 |
| institution | Kabale University |
| issn | 2666-691X |
| language | English |
| publishDate | 2025-09-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Transportation Engineering |
| spelling | doaj-art-490efc0ed4b84f9b90e55cb19ee2a5f42025-08-20T03:49:49ZengElsevierTransportation Engineering2666-691X2025-09-012110036610.1016/j.treng.2025.100366Mobility as a service (MaaS) adoption: Assessing heterogeneity across university communitiesFulvio Silvestri0Valentina Costa1Luca Pastorelli2Politecnico di Milano, Department of Mechanical Engineering, Via Giuseppe La Masa 1, 20156, Milano Italy; Corresponding author.Università di Genova, Centro Italiano di Eccellenza sulla Logistica, i Trasporti e le Infrastrutture (CIELI), Via Francesco Vivaldi, 5, 16126 Genova, ItalyPolitecnico di Milano, Department of Mechanical Engineering, Via Giuseppe La Masa 1, 20156, Milano ItalyThis study investigates the willingness to adopt (WTA) Mobility as a Service (MaaS) solutions among members of Italian university communities, based on over 4000 responses collected through two survey campaigns at the Politecnico di Milano and the University of Genoa. Ordered logit models were estimated to assess the influence of socio-demographic characteristics, travel habits, and individual perceptions on MaaS adoption. Identified key determinants include travelers’ satisfaction with current transport options, which is negatively associated with WTA, in line with existing findings that satisfied users are less likely to change travel behavior. Results partially align with prior studies that identify private car ownership as a barrier. Use of journey planning apps is positively associated with MaaS adoption, reinforcing prior research on the importance of digital familiarity. This study also presents findings that diverge from previous literature: age does not significantly influence WTA, and services such as bike sharing and car sharing do not yield measurable utility in the adoption decision. The analysis reveals substantial heterogeneity in preferences both across and within the two university contexts, as confirmed by the significance of several random parameters capturing individual-level variation. These results underscore the importance of developing flexible, context-sensitive MaaS strategies. Given the diversity of preferences and influencing factors, a one-size-fits-all approach is unlikely to be effective.http://www.sciencedirect.com/science/article/pii/S2666691X2500065XStated intentions surveyDiscrete choice analysisBehavioral modelsOrdered logitUser acceptanceWillingness to adopt |
| spellingShingle | Fulvio Silvestri Valentina Costa Luca Pastorelli Mobility as a service (MaaS) adoption: Assessing heterogeneity across university communities Transportation Engineering Stated intentions survey Discrete choice analysis Behavioral models Ordered logit User acceptance Willingness to adopt |
| title | Mobility as a service (MaaS) adoption: Assessing heterogeneity across university communities |
| title_full | Mobility as a service (MaaS) adoption: Assessing heterogeneity across university communities |
| title_fullStr | Mobility as a service (MaaS) adoption: Assessing heterogeneity across university communities |
| title_full_unstemmed | Mobility as a service (MaaS) adoption: Assessing heterogeneity across university communities |
| title_short | Mobility as a service (MaaS) adoption: Assessing heterogeneity across university communities |
| title_sort | mobility as a service maas adoption assessing heterogeneity across university communities |
| topic | Stated intentions survey Discrete choice analysis Behavioral models Ordered logit User acceptance Willingness to adopt |
| url | http://www.sciencedirect.com/science/article/pii/S2666691X2500065X |
| work_keys_str_mv | AT fulviosilvestri mobilityasaservicemaasadoptionassessingheterogeneityacrossuniversitycommunities AT valentinacosta mobilityasaservicemaasadoptionassessingheterogeneityacrossuniversitycommunities AT lucapastorelli mobilityasaservicemaasadoptionassessingheterogeneityacrossuniversitycommunities |