MaaS perception study in Kathmandu from consumer context applying UTAUT2

Abstract

Human-induced climate change is causing immense damage to the environment affecting billions of people around the world. Carbon emission from transportation or mobility sector has been identified as one of the main causes of the damage. This thesis explores the concept of Mobility-as-a-Service or MaaS which has been claimed as a sustainable solution for the environmental problems caused by the mobility sector while providing efficient mobility services, economic growth as well as many other societal benefits alongside. MaaS is a digital platform where one can choose suitable mobility services from the available modes as required reducing the need of vehicle ownership which subsequently reduces emission and congestion. As such, Kathmandu valley, which is one of the most polluted and congested cities in the world, was chosen as the target market for implementing MaaS. The aim of the research was to investigate the user perception of a MaaS app in Kathmandu. This thesis utilized quantitative method to measure the user perception and identify the factors affecting adoption of MaaS. Primary data was obtained by conducting an online survey in Kathmandu valley. The survey questionnaire was based on United Theory of Adoption and Use of Technology (UTAUT2) model. Data analysis was performed using IBM SPSS and AMOS softwares. Results showed that price value was the primary factor affecting the intention to use the MaaS app followed by facilitating condition, hedonic motivation, effort expectancy and social influence. Similarly, education was identified as the major moderating factor with statistical significance. Lastly, the research concluded that MaaS was perceived positively by majority of the respondents in general.