Adoption Intentions of Mobility As A Service (MaaS) in the UAE: A Market Segmentation Study

This study investigates consumer attitudes towards Mobility as a Service (MaaS) in the context of the UAE's diverse population, focusing on the factors influencing adoption intentions. A survey of 744 participants was conducted to assess public perceptions, employing hierarchical and non-hierarchical clustering methods to identify distinct consumer segments. The analysis reveals five clusters characterised by varying demographics, travel lifestyles, and attitudes towards MaaS, highlighting the influence of UTAUT2 variables, including performance expectancy, social influence, hedonic motivation, price value, and perceived risk. Among the clusters, ‘Enthusiastic Adopters’ and ‘Convenience-Driven Adopters’ emerge as key segments with a strong reliance on public transport and a willingness to adopt innovative transportation solutions. The findings indicate a shared recognition of the potential benefits of MaaS despite differing opinions on its implementation. This research contributes to the theoretical understanding of MaaS adoption by offering an analytical typology relevant to a developing economy while also providing practical insights for policymakers and transport providers. By tailoring services to meet the unique needs of various consumer segments, stakeholders can enhance the integration of MaaS technologies into the UAE's transportation system. Future research should explore the dynamic nature of public sentiment regarding MaaS to inform ongoing development and implementation efforts.