Travelers’ Motives for Adopting a New, Innovative Travel Service: Insights from the UbiGo Field Operational Test in Gothenburg, Sweden
Paper in proceedings, 2014

The aim of this paper is to introduce the UbiGo transport broker service developed in Gothenburg, Sweden, and to discuss insights from the six-month field operational test regarding motivations for and deterrents to users adopting new travel services. Results are presented from questionnaires, interviews, and travel diaries from participants, and contrasted with results from non-participant questionnaires and interviews. Findings suggest that potential early users (innovators/early adopters) are initially motivated by curiosity, but that this must be transformed into practical motivations such as convenience and economic advantage if the users are to remain motivated to using the service. Concern for the environment functions as a bonus rather than a primary motivator, meaning that the environmentally friendly choice must also be the practical choice in order to promote sustainability. However, perceived impracticalities can act as deterrents to adoption. Therefore, the service cannot be perceived as economically disadvantageous, inflexible or inconvenient, or difficult to use; and the alternative transportation infrastructure must be extensive enough to reach the users.

field operational test

innovator

travel service

seamless travel

multimodal

motive

early adopter

Author

Jana Sochor

Chalmers, Product and Production Development, Design and Human Factors

Helena Strömberg

Chalmers, Product and Production Development, Design and Human Factors

MariAnne Karlsson

Chalmers, Product and Production Development, Design and Human Factors

21st World Congress on Intelligent Transport Systems, Detroit, September 7-11, 2014

Areas of Advance

Transport

Subject Categories

Transport Systems and Logistics

Other Social Sciences not elsewhere specified

More information

Created

10/7/2017