Understanding user acceptance of mobility-as-a-service in Jakarta Metropolitan Area (JMA): Influencing factors and behavioural insights

• The study evaluates MaaS preference in Jakarta’s Metropolitan Area (JMA). • SEM, cluster analysis and MNL model are used to analyse data of 1005 respondents. • There is high willingness among respondents to use MaaS services. • Personalities, attitudes and expectations positively affect their willingness. • Cost, trip frequency and ride-hailing services are key drivers for MaaS adoption. Mobility-as-a-Service (MaaS) is a mobility concept to provide users with integrated, flexible, efficient, and user-oriented mobility services. Its applications have been developed worldwide, including Jakarta, Indonesia. This study aims to measure public preference and acceptance of MaaS in the Jakarta Metropolitan Area (JMA). Driven by theoretical constructs of the technology acceptance model, a set of motivational factors and choice scenarios, a behavioural model is conceptualised to explore individuals’ willingness to adopt MaaS in the JMA. Using data from 1,005 respondents collected in a survey, structural equation modelling (SEM), cluster analysis and choice modelling were conducted. The study found that respondents are highly willing to use the MaaS. There are three factors of individual personality, namely “positive traits and good leadership, “negative emotions,” and “creative and pragmatic”, which affect their behaviour. The SEM model shows that users’ personalities positively influence TAM attitudinal variables. The need for control and privacy concern attitudes tend to affect users’ expectations of MaaS positively. Users’ expectations affected the willingness to adopt MaaS. Moreover, this study also clustered individuals based on attitudes, personalities, expectations, and willingness to adopt. The MNL model showed that around 37 % of respondents are willing to switch to MaaS packages, assuming other factors remain constant. The adoption of MaaS is strongly driven by cost, emphasising the importance of pricing. Packages offering higher trip frequencies are more likely to promote MaaS adoption, as increased frequency provides greater cost savings. Interestingly, the existence of a ride-hailing service can boost the decision to choose MaaS.