Quels sont les déterminants de l'acceptation des applications mobiles de MaaS ? Une application de l’UTAUT2 au contexte des villes intelligentes françaises
Mots-clés :
ville intelligente, Mobility as a Service, UTAUT2, services intégrés de mobilitéRésumé
L’optimisation de la consommation énergétique induite par les flux de la mobilité urbaine constitue un enjeu majeur des démarches de ville intelligente. En France, en janvier 2020, la loi d’orientation des mobilités a acté le transfert et les modalités d’exercice sur l’organisation de la mobilité aux communautés de communes. Dans ce contexte, les autorités organisatrices de la mobilité dites AOM (communautés d’agglomération, les communautés urbaines, les métropoles) vont devoir s’attacher à proposer des services de mobilité plus adaptés aux configurations territoriales et aux besoins des habitants. Pour les habitants, la matérialisation de cette mobilité intelligente par les acteurs publics et privés se traduit par le développement d’une offre de Mobility as a Service (MaaS) s’incarnant dans des plateformes accessibles à partir d’applications mobiles de services intégrés. Le but de cette communication est de proposer et de tester un modèle d’acceptation des applications mobiles de MaaS dans le cadre de démarches de ville intelligente. Le modèle testé est une application du modèle UTAUT2 (Unified Theory of Acceptance and Use of Technology) intégrant la confiance en la technologie comme déterminant de l’intention d’usage. Aucune recherche n’a été encore appliquée à un échantillon d’individus résidant en France. Pour ce faire, un test empirique du modèle a été réalisé au moyen de la validation par l’approche PLS d’un modèle d’équations structurelles reposant sur des données collectées auprès de 693 répondants français. Les résultats permettent de valider l’influence positive de la performance attendue, de la confiance et de l’habitude sur l’intention d’utiliser les applications mobiles de MaaS (AMM). Nous avons validé que l’habitude et l’intention d’utiliser les AMM possèdent un effet positif significatif sur le comportement d'utilisation réel des utilisateurs. Par ailleurs, nos résultats montrent que l’effort attendu, l’influence du contexte social, les conditions facilitatrices et la motivation hédonique n'ont aucune influence directe significative sur l'intention d'utiliser les AMM. Nos résultats soulignent donc l'utilité de l’UTAUT2 pour comprendre l'acceptation des applications mobiles de MaaS par le grand public. Des recommandations managériales sont formulées.
Références
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- Le droit de paternité qui permet à l'auteur de voir son nom associé à chacune des exploitations de son œuvre.
- Le droit au respect de l’œuvre qui peut être revendiqué par l'auteur s'il constate que lors d'une exploitation, son œuvre a été dénaturée (coupe, remontage…).
