摘要
探讨出行即服务(Mobility as a Service,MaaS)的用户使用意愿及其影响因素,为MaaS系统设计提供科学依据,是保证MaaS应用成功的重要前提。鉴于此,以技术接受模型(Technology Acceptance Model,TAM)为理论框架,基于感知有用性、感知易用性、态度、使用意愿4个基础变量,引入信任、隐私担忧、创新性、社会影响、环保意识5个扩展变量,建立MaaS使用意愿分析模型。通过网络问卷调查在全国范围内收集数据,得到1190份有效问卷;采用克隆巴赫系数(Cronbach′sα)和验证性因子分析检验问卷信效度,使用路径分析法探究MaaS使用意愿及各变量间的作用。研究结果显示,积极的态度是影响MaaS使用意愿的最重要因素;相比于易用性,用户更关注MaaS的有用性;用户对MaaS的信任程度可对使用意愿产生正向间接效应;创新性越高、越易受社会关系影响的人群,对MaaS的使用意愿越高。据此,建议运营商采取措施提升MaaS的有用性和可靠性,并对目标用户进行精准营销。
Investigating users'willingness to use MaaS(Mobility as a Service)and its influence factors,providing scientific basis for MaaS design are important prerequisites to ensure the success of MaaS application.Given this,an analysis framework of MaaS usage intention was proposed based on TAM(Technology Acceptance Model),using four basic variables(perceived usefulness,perceived ease of use,attitude and usage intention),combined with five extended variables(trust,privacy concern,innovativeness,social im-pact and environmental awareness).1190 valid questionnaires were collected nationwide through online questionnaire survey.Cronbach′sαand confirmatory factor analysis were conducted to verify the reliability and validity of the questionnaires,and the path analysis method was used to explore the usage intention of MaaS and the role between variables.The results demonstrated that the positive attitudes were the most important factors for the intention to use MaaS;users paid more attention to usefulness of MaaS than to ease of use;users'trust in MaaS could have a positive indirect effect on usage intention;people who were more innovative and more susceptible to social relationships had higher intention to use MaaS.Accordingly,it is recommended that operators take measures to improve the usefulness and reliability of MaaS and carry out precision marketing for target users.
作者
张坤
赵胜川
ZHANG Kun;ZHAO Sheng-chuan(School of Transportation&Logistics,Dalian University of Technology,Dalian 116024,China)
出处
《交通运输研究》
2022年第3期120-129,共10页
Transport Research
基金
交通运输部公路科学研究院智能交通技术交通运输行业重点实验室开放基金项目(F20211745)。
关键词
出行即服务
技术接受模型
使用意愿研究
信任
创新性
社会影响
MaaS(Mobility as a Service)
TAM(Technology Acceptance Model)
usage intention
trust
innovativeness
social impact
