The uptake of mobility as a service (MaaS) is imminent, especially among university students, a customer group likely to promise superior revenue. Because research on students' willingness to pay (WTP) for MaaS is still missing, this study provides an analysis on students' MaaS preferences, including differences between students, preferences of services, and their WTP to design MaaS bundles and discover the revenue potential. A conjoint analysis was conducted among 1,165 students at the University Alliance Ruhr, Germany. The average WTP was 26.81 for a monthly MaaS package. Offering integrated MaaS packages increased utility. Three benefit segments based on transportation attribute importance (for e-scooters, bike and car sharing and on-demand e-shuttles) were identified: car users, frugal bike users, and generous multimodal flexibles. The results showed that latent variables such as attitudes and perceptions explain differences between the segments. Revenue is significantly higher for offering segment-specific MaaS packages than for a generic one.
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