Motivations to reuse smart mobility: unpacking behavioral dynamics through a multi-analytical approach

Abstract

Purpose

This paper aims to identify which intrinsic motivations (ride comfort, safety and app convenience) and extrinsic motivation (monetary value) are sufficient and necessary to stimulate the reuse intention of smart mobility services. It also aims to understand the effect of gender on the impacts of these motivations on reuse intention.

Design/methodology/approach

This research utilized a multi-analytical approach with the combination of survey and qualitative analysis methods to enquire into the roles of intrinsic and extrinsic motivations influencing the reuse intention of smart mobility among different gender groups. Specifically, the study was conducted through the application of partial least squares structural equation modeling (PLS-SEM), multigroup analysis (MGA) and fuzzy-set qualitative comparative analysis (fsQCA).

Findings

The findings of this research revealed that monetary value and ride comfort have a positive impact on travel consumers’ intention to reuse smart mobility for both gender groups. While ride comfort was the sole necessary factor for male users, ride comfort and app convenience were necessary conditions for females in their intention to reuse smart mobilities. Moreover, results indicated that females tend to rate safety and app convenience higher than males in their decision to reuse smart mobility.

Originality/value

Using an analytical research approach enables the development of in-depth insights into how different relationships and configurations of motivational factors impact travel consumers’ reuse intentions based on different gender roles. To the best of the authors’ knowledge, this is the first empirical research to identify the necessary motivations for reusing smart mobility services.

研究目的

本研究旨在识别内在动机（乘车舒适性、安全性、应用便利性）和外在动机（货币价值）对激发智能出行服务再使用意图的充要条件。同时, 研究还旨在理解性别对这些动机影响再使用意图的作用。

研究方法

本研究采用了多重分析方法, 结合了问卷调查和定性分析方法, 探讨了内在和外在动机在不同性别群体中对智能出行再使用意图的影响作用。具体而言, 本研究应用了偏最小二结构方程模型（PLS-SEM）、多组分析（MGA）以及模糊集定性比较分析（fsQCA）。

研究发现

研究结果表明, 货币价值和乘车舒适性对旅行消费者再次使用智能出行的意图有正向影响。在男性用户中, 乘车舒适性是唯一的必要因素, 而对于女性用户, 乘车舒适性和应用便利性均是再使用智能出行的必要条件。此外, 结果显示女性在决定再次使用智能出行时倾向于比男性更看重安全性和应用便利性

研究创新

通过采用分析性研究方法, 本研究深入洞察了动机因素的不同关系和组合如何基于性别差异影响旅行消费者的再使用意图。这是首个实证研究, 识别了再使用智能出行服务的必要动机。

Citation

Chung, C., Kim, M.J., Chung, N. and Olya, H. (2024), "Motivations to reuse smart mobility: unpacking behavioral dynamics through a multi-analytical approach", Journal of Hospitality and Tourism Technology, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JHTT-03-2024-0206