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Suchada Phonsitthangkun. A Study on public commuters willingness to adopt a mobility-as-a-service application evidence from Thailand. Master's Degree(International Logistics and Supply Chain Management). Mae Fah Luang University. Learning Resources and Educational Media Centre. : Mae Fah Luang University, 2024.
A Study on public commuters willingness to adopt a mobility-as-a-service application evidence from Thailand
Name: Suchada Phonsitthangkun
Address:
333 Moo1, Thasud, Muang, Chiang Rai 57100
Organization :
Mae Fah Luang University
Email :
library@mfu.ac.th
keyword:
MaaS
MeSH:
Transportation
Classification :.DDC: e-thesis
;
UTAUT2
MeSH:
Migration, Internal
MeSH:
Business logistics
MeSH:
Local transit
-- 315713
LCSH:
Transportation
LCSH:
Migration, Internal
LCSH:
Business logistics
LCSH:
Local transit
-- 315713
Abstract:
This study examines factors influencing Thai commuters willingness to adopt Mobility as a Service (MaaS) using an extended Unified Theory of Acceptance and Use of Technology (UTAUT2) model. The model incorporates privacy concerns, perceived risk, and price sensitivity to better reflect adoption behavior in emerging transportation contexts. Data were collected from 418 respondents across Thailand via an online questionnaire and analyzed using Structural Equation Modeling (SEM). Analysis revealed that Performance Expectancy, Hedonic Motivation, Habit, Price Sensitivity, Privacy Concerns, and Perceived Risk positively influence MaaS adoption willingness, while Social Influence showed negative effects. Facilitating Conditions and Habit directly affected Usage Behavior. Effort Expectancy and Price Value had no significant impact. Demographic analysis found rural residents and older users (36+) prioritized Facilitating Conditions, females emphasized Effort Expectancy, and vehicle ownership moderated multiple relationships. These insights advance theoretical understanding of MaaS adoption in emerging markets and offer practical guidance for service providers and policymakers. Prioritizing service quality, rural infrastructure, and transparent privacy policies is crucial to promote adoption and support sustainable urban mobility in Thailand.
Mae Fah Luang University. Learning Resources and Educational Media Centre
Address:
CHIANG RAI
Email:
library@mfu.ac.th
Name: Tosporn Arreeras
Role:
Advisor
Created:
2024
Modified:
2025-07-14
Issued:
2025-07-14
วิทยานิพนธ์/Thesis
application/pdf
CallNumber:
e-thesis
eng
DegreeName: Master of Business Administration
Level: Master's Degree
Grantor: Mae Fah Luang University
©copyrights Mae Fah Luang University
RightsAccess:
ใช้เวลา
0.027025 วินาที
Suchada Phonsitthangkun
| Title | Contributor | Type |
|---|---|---|
| A Study on public commuters willingness to adopt a mobility-as-a-service application evidence from Thailand
มหาวิทยาลัยแม่ฟ้าหลวง Suchada Phonsitthangkun | Tosporn Arreeras | วิทยานิพนธ์/Thesis |
Tosporn Arreeras