Should MaaS bundles include home delivery services?

Mobility as a Service MaaS platforms aim to offer convenient, flexible, and sustainable transportation solutions, yet their widespread adoption has been sluggish, raising concerns about their future viability. Proposed solutions include reorienting MaaS as a service tool for non-car users and evolving it into Mobility as a Feature MaaF. Notably, including home delivery services in MaaS or MaaF bundles has received limited attention despite their rising demand. This study investigates the appeal of broadening MaaF bundles to include home delivery services through a survey conducted in Lisbon. Employing the "Buy-a-feature" prioritization model, coupled with exploratory analysis and generalized linear modeling, the study examines respondents’ preferences and psychological factors influencing their allocation of transportation budget to home delivery services. Results indicate significant interest in home delivery services among respondents, particularly among employees, women, individuals with higher transportation costs, and those perceiving insecurity or harassment risks. Surprisingly, teleworkers and individuals experiencing psychophysical strain show lower inclinations towards it. Future research suggestions include incorporating spatial variables and employing structural equation modeling to understand allocation patterns better.