Analysis of Thai’s willingness to adopt mobility-as-a-service (MaaS) in emerging urban transport system

Mobility as a Service (MaaS) represents a paradigm shift in urban transportation. Although various mobility on demand services have been increasingly implemented in Thailand and other Asian countries, the widespread adoption of MaaS remains limited due to infrastructural challenges, low levels of public trust, and diverse user perceptions. This study investigates Thai commuters’ willingness to adopt MaaS by extending the Unified Theory of Acceptance and Use of Technology (UTAUT2) model with three additional constructs: privacy concerns, perceived risk, and price sensitivity. Using Structural Equation Modeling (SEM) on survey data from 418 valid respondents, the analysis reveals that performance expectancy and trust are the most influential predictors of adoption intention. Hedonic motivation and habit positively influence adoption, while social influence unexpectedly has a negative effect. Gender differences were observed in the relationship between effort expectancy and adoption intention. The study highlights critical demographic and contextual factors relevant to MaaS deployment in emerging urban transport systems. Limitations include the early-stage nature of MaaS in Thailand and potential sample biases due to online distribution. The findings offer theoretical extensions to technology acceptance literature and provide practical insights for policymakers and service providers promoting sustainable urban mobility.