QR Code Link : Type : Thesis Subject : Business, Marketing, International Trade Main Author : Mohamad Asmawi Bin Ramli Title : A Case Study Of User Behaviour And Acceptance Mobility As A Service (Maas) Adoption Among Shah Alam Residents Content Type : still image (rdacontent) Media Type : computer (rdamedia) Carrier Type : online resource (rdacarrier)

Place of Production : Kuala Lumpur Publisher : Tun Razak Graduate School Year of Publication : October 2024 Physical Description : ill, 279 pages Notes : Research Project Submitted in Partial Fulfillment of the Requirements\r\nfor the Degree of Master of Business Administration Corporate Name : UNIRAZAK Library PDF Full Text : Login required to access this item.

Abstract : UNIRAZAK Library

Mobility as a Service (MaaS) was a concept gaining attention globally, including in Malaysia. MaaS involves integrating various forms of transportation services into a single, accessible, and user-friendly platform. The popularity of MaaS often depends on factors such as urbanization, technological advancements, and government initiatives to promote sustainable and efficient transportation. This study intends to investigate the factors of user behaviour and acceptance MaaS adoption in Malaysia, specifically focusing at urban area such Shah Alam, Selangor. The assessment on aspects such level of awareness, demographics factors, perceptions and the challenges. By examining these factors, the study aims to provide a deeper understanding of the determinants of user intentions in the context of MaaS. The objective is to provide insights user behavior in choosing MaaS channel that contributes to the existing literature on mobility research. A sample of 217 respondents from Malaysia participated in the study and provided data on their attitudes, perceptions, and behavioral intentions towards MaaS. The study used self-reported questionnaires, which were then analyzed using statistical techniques such as Pearson correlation and multiple regression analysis. Cost effectiveness element was another significant driver of MaaS adoption. The study contributes to theoretical implications, particularly the application of the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT) in the context of Mobility as a Service (MaaS) adoption among residents of Shah Alam. The study is constrained by several factors such its geographic focus on Shah Alam and reliance on self-report measures. Nevertheless, the findings provide valuable insights for practitioners, policymakers, and marketers seeking to promote and improve the market for MaaS. Future research is recommended to further explore the causal relationships between variables and expand the generalizability of the findings.

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