Selection Attributes of Integrated Mobility Apps on Affecting Users’ Intention to Use: A Case of Republic of Korea

The innovative trend of “as a service” due to digital development and the rise of issues such as air pollution and traffic congestion led to the emergence of Mobility as a Service (MaaS) in the transportation sector. Companies and governments are experimenting to create a sustainable and efficient transportation future with MaaS. However, MaaS realization and business success from MaaS are still in their growing phase, making this study particularly relevant and timely. This study aims to identify the attributes of users’ selection of integrated mobility app services and the MaaS attributes that affect the behavioral intention to use through the mediation of perceived usefulness and perceived ease of use. This study marked four selection attributes—habit-congruence, information accuracy, relative advantage on efficiency, and IT system quality—for the integrated mobility app service, and 315 actual users of integrated mobility apps in Republic of Korea were sampled and analyzed. In terms of influence, information accuracy, relative advantage on efficiency, and habit-congruence significantly impacted perceived usefulness, in which habit-congruence had the most significant impact on perceived ease of use. In addition, habit-congruence and information accuracy were found to positively affect the behavioral intention to use, mediated by perceived usefulness and perceived ease. We also found that IT system quality was not a user selection attribute where this study was conducted. By providing empirical findings, this study can give management guidelines to companies and researchers in developing integrated mobility app service strategies to increase the number of users and maintain long-term customer relationships.