What Factors Affect Commuters’ Utility of Choosing Mobility as a Service? An Empirical Evidence from Seoul

Mobility as a Service (MaaS), which integrates public and shared transportation into a single service, is drawing attention as a travel demand management strategy aimed at reducing automobile dependency and encouraging public transit. In particular, there have been few studies that recognize traffic congestion during peak hours and identify related factors for practical application. The purpose of this study is to explore what factors affect Seoul commuters’ mode choice including MaaS. A web-based survey that 161 commuters participated in was conducted to collect information about personal, household, and travel attributes, together with their mode preference for MaaS. A latent class model was developed to classify unobserved latent groups based on trip frequency by means and to identify factors influencing mode-specific utilities (in particular, MaaS service) for each class. The result shows that latent classes are divided into two groups (public transit-oriented commuters and balanced mode commuters). Most variables have significant impacts on choice for MaaS. The coefficient of MaaS choice of Class 1 and Class 2 were different. These findings suggest there is a difference between the classes according to trip frequency by means as an influencing factor in MaaS choice.