Exploring heterogeneous preferences for mobility-as-a-service bundles: A latent-class choice model approach

This research explores people's preferences for mobility-as-a-service (MaaS) bundles and investigates heterogeneity in preferences among various groups using a latent-class choice model (LCCM) approach. Using a stated choice experiment conducted in Taipei city, Taiwan, with 619 prospective MaaS users, the results show that the provision of additional mobility modes (shared bike, shared E-scooter, and taxi) on top of public transport increases choice probability, while price reduces the preference. Three latent classes of respondents are determined as MaaS supporters, skeptics, and enthusiasts based upon three attitudes toward mobility (i.e., intermodaler tendency, willingness to be a green traveler, and car independence). Preference heterogeneity in bundle attributes among three latent classes is evident. Preferences for MaaS services vary depending on not only sociodemographic profiles but also attitudes toward mobility. Implications for transport planners and policy makers to identify potential segments and design feasible MaaS schemes are provided.