Effect of Motivational Factors on the Use of Integrated Mobility Applications: Behavioral Intentions and Customer Loyalty

Abstract

The digital advancement of “as a service” models has led to the rapid emergence of mozbility as a service (MaaS) in transportation. This study aims to identify the motivational factors used among users of integrated mobility application services and empirically determine their attitudes regarding use and customer loyalty over the long term. To do this, four motivations for using integrated mobility mobile application services—social, habit-congruence, economic, and innovation acceptance—were identified. A total of 311 actual users of integrated mobility app services in South Korea were sampled and analyzed. Social motivation was found to have the greatest impact on positive attitudes and behavioral intentions to use integrated mobility apps. This is followed by habit-congruence motivation, which users perceived as essential for use determination. It was found that active users of integrated mobility apps, who have used them for years, have a positive attitude about them, viewing them as part of a regular transportation system of daily life rather than an innovative service. This study suggests practical implications for integrated mobility applications and service strategies for transportation-related governments and businesses.