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EMAC 2024 Annual


Navigating Rural Realities: An Examination of Acceptance and Usage Intention in On-Demand Public Transport Services
(A2024-119710)

Published: May 28, 2024

AUTHORS

Somara Gantenbein, University of Applied Sciences and Arts Northwestern Switzerland, Institute for Market Supply and Consumer Decision-Making; Annalisa Stefanelli, University of Applied Sciences and Arts Northwestern Switzerland, Institute for Market Supply and Consumer Decision-Making; Dorothea Schaffner, School of Applied Psychology; Tobias Arnold, Interface Politikstudien Forschung Beratung AG; Gabriele Butti, conim ag

ABSTRACT

This paper explores the acceptance and usage intentions of on-demand public transport ser-vices in rural areas. In rural regions, limited public transportation options create barriers, necessitating innovative solutions. Enabled through new developments in digitalization on-demand services, with ride-pooling, offer a solution to these challenges. Using UTAUT2 and a mixed-method approach, the study investigates factors influencing usage intentions, ad-dressing research questions related to users and non-users of such services. The qualitative exploration, utilizing focus groups, identified factors that align with UTAUT2 constructs. The survey-results confirm the significance of perceived usefulness, ease of use, enjoyment, and integration into everyday life in predicting the intention to use on-demand public transport services. Differences between users and non-users underscore the heterogeneity of rural populations.