Smart mobility meets engagement : understanding the role of rewards in sustainable urban transport

Abstract

PURPOSE : Mobility as a Service (MaaS) platforms promote the use of shared and public transportation, contributing to the reduction of environmental impact and urban congestion. Through different reward mechanisms, MaaS platforms can encourage users' sustainable behaviors. This study investigates how MaaS platforms engage users and foster sustainable mobility behaviors by analyzing platforms that adopt gamification-based, social and economic reward mechanisms. DESIGN/METHODOLOGY/APPROACH : The authors employed a multiple case study approach and used multiple sources of evidence to triangulate the data. The data were analyzed through an inductive thematic analysis following the Gioia method. FINDINGS : From the analysis, the authors have obtained three aggregate dimensions: (1) Reducing environmental impact and improving sustainability, which reflects how MaaS platforms contribute to lowering the environmental footprint of urban mobility; (2) Increased active user engagement, highlighting the role of MaaS applications in fostering users' active to smart mobility platform; and (3) Induction of sustainable behaviors in the long term, showing how MaaS platforms support the consolidation of sustainable mobility habits over time. RESEARCH LIMITATIONS/IMPLICATIONS : The study provides relevant insights by developing a conceptual framework for policymakers, practitioners and scholars interested in smart mobility. ORIGINALITY/VALUE : The originality of this work lies in the three-dimensional approach adopted to analyze user engagement mechanisms, thereby contributing to the expansion of knowledge on how digital platforms can facilitate the ecological transition.