The influence of latent lifestyle on acceptance of Mobility-as-a-Service (MaaS): A hierarchical latent variable and latent class approach

This paper aims to understand how people’s lifestyles are associated with their willingness adopt a relatively new and innovative mobility solution, Mobility-as-a-Service (MaaS). The lifestyle is conceptualized as combination of mechanistic manifested by an individual’s activity-travel patterns psychographic depicted psychological traits. We propose hierarchical latent variable class model in which respondents probabilistically allocated one the classes based upon lifestyle, whereas incorporated values personality traits exerting impact on attitudes themselves part utility function MaaS subscription choice. calibrated data emanated from stated choice experiment survey distributed among 1299 Netherlands. results confirm that play substantial role decision subscribe MaaS. Having positive towards multimodal travel increases propensity MaaS, where moderated significantly. Moreover, lifestyles, having non car-oriented modality particular, enable segment two showing preference heterogeneity.