Mobility-as-a-Service (MaaS) promises to transform urban transport, but its success in developing cities hinges on understanding how diverse users respond to specific service features. Comparative analyses between user groups, particularly those involving car versus public transport users, are limited, especially in developing countries. This study aims to assess the likelihood of adopting MaaS conditional on the presence of its core defining features, highlighting their role in enhancing service quality and passenger experience among 1243 private car and public transport users in Greater Accra, Ghana. Using ordinal logistic regression, we evaluate how seven core MaaS features, including real-time information and multimodal trip planning, shape adoption likelihood, and how this varies by socio-demographics, travel behaviour, and prior MaaS knowledge. The findings reveal strong support for real-time information and accessibility elements across user groups, while dynamic pricing and incentives, as well as multimodal trip planning, elicited scepticism, particularly among car users. Adoption likelihood was shaped not only by feature type but also by demographic characteristics: for instance, women and frequent public transport users showed greater interest in accessibility and seamless ticketing and payment features, while higher-income car users were more favourable to monthly subscription models. Findings have practical implications for inclusive mobility planning and equitable MaaS deployment in the Global South.
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