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

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.