Understanding Customers’ Behavioural Responses to Mobility-as-a-Service (MaaS) Using Large-Scale Trial Data from the University Community

An emerging fully integrated travel platform, involving the integration of trip planning, booking, and payment systems, named Mobility-as-a-Service (MaaS), promises to reduce the complexity of travel execution. However, MaaS has yet to be accepted and implemented broadly, mainly limited by the lack of substantial empirical evidence to understand customers’ actual product preferences and usage behaviours. This study advances empirical evidence by exploring large-scale trial data from the ODIN PASS trial at the University of Queensland. Behavioural findings are expected to provide practical insights for adapting MaaS business models, influencing customer behaviours, as well as expanding MaaS knowledge pools.