The effects of face consciousness on young travelers’ intention to adopt mobility as a service (MaaS): A case study in Shanghai, China

Abstract

Despite widespread interest in mobility as a service (MaaS), there is a lack of evidence regarding the potential impact of cultural values on its adoption intention. In this paper, we identify face consciousness as a key cultural differentiator in understanding the intention of young Chinese travelers under 40 to adopt MaaS. Based on 329 online survey samples in Shanghai, an extended technology acceptance model (TAM) was established to analyze the direct and indirect effects of perceived ease of use (PEU), perceived usefulness (PU), individual innovativeness (IN), subjective norms (SN) and face consciousness (FC) on MaaS adoption intention (AI). The results show that perceived ease of use, perceived usefulness, individual innovativeness and subjective norms have a significant positive impact on MaaS adoption intention, and face consciousness indirectly affects MaaS adoption intention through the mediating effect of subjective norms. Finally, this study discusses implications for market strategies and policy measures.