MaaS (mobility-as-a-service) deneyimi: MaaS sistemlerinde kullanışlılık, güven ve kullanma niyetinin rolü

Öz

Hizmet Olarak Mobilite (Mobility-as-a-Service – MaaS), farklı ulaşım türlerini entegre ederek kesintisiz ve tutarlı bir mobilite hizmeti sunmayı amaçlayan bütünleşik bir ulaşım altyapı sistemi olarak tanımlanmaktadır. Akademik literatürde yer alan çalışmalar, ağırlıklı olarak MaaS hizmetlerinin ilk benimsenme aşamasına odaklanmış; buna karşın hizmetin uzun vadeli kullanımını belirleyen faktörlere yönelik sınırlı sayıda araştırma yapılmıştır. Bu çalışma, Algılanan Fayda (PU) ile Algılanan Güven ve Güvenlik (PT) değişkenlerinin kullanıcıların Sürekli Kullanım Davranışı (CUB) üzerindeki etkisini ve bu ilişkide Kullanım Niyeti’nin (IT) aracılık rolünü incelemek amacıyla keşfedici bir yöntem benimsemektedir. Araştırma kapsamında 205 MaaS kullanıcısından veri toplanmış ve veriler Kısmi En Küçük Kareler Yapısal Eşitlik Modellemesi (PLS-SEM) ile analiz edilmiştir. Bulgular, PU ve PT’nin MaaS hizmetlerini kullanma niyetinin anlamlı belirleyicileri olduğunu, IT’nin ise kullanıcıların CUB’sini güçlü biçimde açıkladığını göstermektedir. Her iki yapı da CUB üzerinde doğrudan etkiye sahip olup modelde kısmi aracılık etkisinin varlığına işaret etmektedir. Model, IT’deki varyansın %59,4’ünü, kullanıcıların CUB’sindeki varyansın ise %77,8’ini açıklamaktadır.

Anahtar Kelimeler

• tüketici davranışı
• Hizmet olarak hareketlilik
• algılanan kullanışlılık
• güven ve güvenlik
• kullanım niyeti
• sürekli kullanım davranışı

Experiencing MaaS (mobility-as-a-service): The role of usefulness, trust, and intention to use in MaaS systems

Öz

Mobility-as-a-Service (MaaS) represents an integrated transportation infrastructure system designed to combine multiple transportation modalities, enabling seamless and consistent mobility service delivery. Research documented in academic literature has emphasized the initial adoption phase of MaaS services, while factors determining long-term service utilization have received limited scholarly attention. This investigation employs an exploratory methodology to examine how Perceived Usefulness (PU) and Perceived Trust and Security (PT) influence users' Continuance Use Behavior (CUB), and the mediating role of Intention to Use (IT) in this relationship. The study included 205 MaaS service users, with data analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that PU and PT are significant determinants of MaaS service adoption intentions, while IT strongly predicts users' CUB. Both constructs directly influenced users' CUB, demonstrating the presence of partial mediation effects in the model. The model explained 59.4% of the variance in IT and 77.8% of the variance in users' CUB.

Anahtar Kelimeler

• consumer behavior
• Mobility-as-a-Service
• perceived usefulness
• trust and security
• user intention
• continuance behavior

Kaynakça

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