Composition of a mobility as a service offer for university students based on willingness to pay and its determinants

Type de publication:

Journal Article

Source:

International Journal of Automotive Technology and Management, Inderscience Publishers, Volume 23, Number 2-3, p.227 – 256 (2023)

URL:

https://www.scopus.com/inward/record.uri?eid=2-s2.0-85172865000&doi=10.1504%2fIJATM.2023.133351&partnerID=40&md5=cb1c905fd3115a3645c78a436e98ace0

Mots-clés:

Cluster, Economics, Germany, Maa, Mobility as a Service, Mobility behavior, Revenue potential, Still missing, Student-based, Students, University students, Willingness to Pay

Résumé:

The uptake of mobility as a service (MaaS) is imminent, especially among university students, a customer group likely to promise superior revenue. Because research on students’ willingness to pay (WTP) for MaaS is still missing, this study provides an analysis on students’ MaaS preferences, including differences between students, preferences of services, and their WTP to design MaaS bundles and discover the revenue potential. A conjoint analysis was conducted among 1,165 students at the University Alliance Ruhr, Germany. The average WTP was €26.81 for a monthly MaaS package. Offering integrated MaaS packages increased utility. Three benefit segments based on transportation attribute importance (for e-scooters, bike and car sharing and on-demand e-shuttles) were identified: car users, frugal bike users, and generous multimodal flexibles. The results showed that latent variables such as attitudes and perceptions explain differences between the segments. Revenue is significantly higher for offering segment-specific MaaS packages than for a generic one. Copyright © 2023 Inderscience Enterprises Ltd.

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