Article: Composition of a mobility as a service offer for university students based on willingness to pay and its determinants Journal: International Journal of Automotive Technology and Management (IJATM) 2023 Vol.23 No.2/3 pp.227 - 256 Abstract: The uptake of mobility as a service (MaaS) is imminent, especially among university students, a customer group likely to promise superior revenue. Because research on students' willingness to pay (WTP) for MaaS is still missing, this study provides an analysis on students' MaaS preferences, including differences between students, preferences of services, and their WTP to design MaaS bundles and discover the revenue potential. A conjoint analysis was conducted among 1,165 students at the University Alliance Ruhr, Germany. The average WTP was €26.81 for a monthly MaaS package. Offering integrated MaaS packages increased utility. Three benefit segments based on transportation attribute importance (for e-scooters, bike and car sharing and on-demand e-shuttles) were identified: car users, frugal bike users, and generous multimodal flexibles. The results showed that latent variables such as attitudes and perceptions explain differences between the segments. Revenue is significantly higher for offering segment-specific MaaS packages than for a generic one. Inderscience Publishers - linking academia, business and industry through research

Title: Composition of a mobility as a service offer for university students based on willingness to pay and its determinants

Authors: Lisa Kraus; Heike Proff; Carla Giesing

Addresses: Chair of General Business Administration and International Automotive Management, University of Duisburg-Essen, Duisburg, Germany ' Chair of General Business Administration and International Automotive Management, University of Duisburg-Essen, Duisburg, Germany ' Chair of General Business Administration and International Automotive Management, University of Duisburg-Essen, Duisburg, Germany

Abstract: The uptake of mobility as a service (MaaS) is imminent, especially among university students, a customer group likely to promise superior revenue. Because research on students' willingness to pay (WTP) for MaaS is still missing, this study provides an analysis on students' MaaS preferences, including differences between students, preferences of services, and their WTP to design MaaS bundles and discover the revenue potential. A conjoint analysis was conducted among 1,165 students at the University Alliance Ruhr, Germany. The average WTP was €26.81 for a monthly MaaS package. Offering integrated MaaS packages increased utility. Three benefit segments based on transportation attribute importance (for e-scooters, bike and car sharing and on-demand e-shuttles) were identified: car users, frugal bike users, and generous multimodal flexibles. The results showed that latent variables such as attitudes and perceptions explain differences between the segments. Revenue is significantly higher for offering segment-specific MaaS packages than for a generic one.

Keywords: mobility as a service; MaaS; willingness to pay; clusters; mobility behaviour; Germany.

DOI: 10.1504/IJATM.2023.133351

International Journal of Automotive Technology and Management, 2023 Vol.23 No.2/3, pp.227 - 256

Received: 09 Aug 2022
Accepted: 30 Nov 2022
Published online: 13 Sep 2023 *

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Title: Composition of a mobility as a service offer for university students based on willingness to pay and its determinants

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