Identifying the Optimum Combination of Use of Smartphone Apps and Hedonic Motivation for Increasing Public Transit Loyalty: An fsQCA Approach

Abstract

Intensive use of public transit plays an important role in commuting and daily travel in China and many other countries. With the widespread use of smartphones and other information and communication technologies, using mobile applications while on public transit has become increasingly popular, and more passengers rely on them during travel. To understand how the use of smartphone apps during transit travel and hedonic motivation can improve passengers’ willingness to use public transit, this study examines their combined effects. Smartphone apps used during transit travel can be classified into four categories: entertainment; information retrieval; e-ticketing; and mobile working. Drawing on complexity and configuration theories, we propose a theoretical model that is empirically tested using fuzzy set qualitative comparative analysis. Based on an empirical study of 567 Shanghai residents, we present eight different combinations of the use of smartphone apps during transit travel and hedonic motivation that explain a high degree of public transit loyalty. These can be categorized into three types: (a) mobile working oriented; (b) hedonic motivation oriented; and (c) digital management oriented. The findings suggest that satisfaction and happiness with public transit are sufficient but not necessary conditions for public transit loyalty. If passengers use smartphone apps or experience hedonic motivation during public transit travel, their satisfaction and happiness levels are likely to increase. Overall, this paper provides insights to guide policymakers and public transit operators in considering more external factors that might improve passengers’ travel satisfaction, happiness, and loyalty.