Modeling public acceptance of demand-responsive transportation: An integrated UTAUT and ITM framework

Demand-responsive transportation (DRT) is a flexible form of shared mobility in which service provision is shaped by the user demand. DRT has been considered a sustainable mobility solution, as it reduces CO₂ emissions from fixed-route services and encourages a mode shift from private cars to shared mobility. Given that public acceptance is a key for the wider diffusion of DRT, this study explored the factors affecting usage intention for DRT in the Republic of Korea. Drawing on the unified theory of acceptance and use of technology (UTAUT) and the initial trust model (ITM), a conceptual framework was developed that linked attitudinal and psychological factors to behavioral intention for DRT usage. 1168 valid observations were collected from adults aged 19–64 years in the Republic of Korea using a structured online survey, and analyzed using structural equation modeling. The results showed that the four UTAUT constructs (performance expectancy, social influence, facilitating conditions, and environmental concerns) were directly related to intention for DRT usage. Indirect impacts of perceived safety, structural assurance, familiarity, performance expectancy, and effort expectancy on initial trust were also found. Consequently, the constructs with the greatest total effect on usage intention were (in order of relevance) initial trust, performance expectancy, social influence, and structural assurance. As one of the few attempts to examine public acceptance of DRT, it is expected that findings from this study could contribute to the literature by providing insights into potential users’ attitudes toward DRT. This study further offers guidance on designing interventions intended to promote a transition toward increased operational efficiency through policy developments for DRT, thereby achieving sustainable development.