Digital Financial Readiness as a Behavioural Enabler of MaaS Adoption in Rural India: A Hybrid PLS-SEM–ANN Approach

Abstract

The successful adoption of MaaS platforms, especially in rural and semi-urban areas of developing economies is also a function of users' digital financial preparedness, when coupled with transport integration. As Mobility as a Service (MaaS) is based on smartphone applications, digital payments and trust across the ecosystem, financial inclusion and the digital behaviour stand out as enabling dimensions of mobility inclusion. The present study explores the impact of digital financial readiness on MaaS adoption readiness in rural India via a mediating interplay of financial attitude and financial behaviour. A quantitative research design was used and primary data were collected with structured questionnaires from 220 rural participants. To examine the hypothesised relationships, Partial Least Squares–Structural Equation Modelling (PLS-SEM) was applied before a Multilayer Perceptron (MLP) neural network to evaluate predictive validity and non-linear effects. The results indicate that digital infrastructure influences financial attitude, which further positively influences financial behaviour; the latter also mediates readiness towards MaaS adoption. Financial behaviour was found to be the significant and strongest direct predictor indicating a critical role of enablement in digital mobility systems participation through financial capability. All other antecedents including awareness of fintech, financial knowledge, financial literacy, perceived ease of use, perceived usefulness, self-efficacy, social influence and trust were not statistically significant.The hybrid PLS-SEM–ANN framework has high explanatory and predictive capacity, showing that financial behaviour is a key driver of mobility inclusion. The findings provide implications to policymakers and MaaS providers to establish equitable smart mobility solutions by reinforcing rural digital infrastructure while enabling sustained financial behavioural commitment.