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Mobility as a service (MaaS): the importance of transportation psychology

Author

Listed:
  • Geoff Tomaino

    (INSEAD)

  • Jasper Teow

    (National University of Singapore)

  • Ziv Carmon

    (INSEAD)

  • Leonard Lee

    (NUS Business School and Lloyd’s Register Foundation Institute for the Public Understanding of Risk)

  • Moshe Ben-Akiva

    (MIT’s Intelligent Transportation Systems Lab)

  • Charlene Chen

    (Nanyang Technological University)

  • Wai Yan Leong

    (Land Transport Authority)

  • Shanjun Li

    (Cornell University’s Environmental & Energy Economics Lab)

  • Nan Yang

    (National University of Singapore)

  • Jinhua Zhao

    (MIT’s Urban Mobility Lab)

Abstract

Mobility-as-a-Service (MaaS) is based on the notion that consumers and transport providers access a centralized platform for the planning, payment, and management of trips and combines multiple modes of transportation designed to increase the efficiency of the system. MaaS offers substantial societal benefits, including the reduction of emissions, traffic congestion, road injuries, and the overall discomfort associated with travel, in addition to providing personalized transportation solutions. Since the delivery of these benefits hinges on the widespread adoption of MaaS platforms, we draw on consumer psychology for insight into the social and cognitive psychological factors that may hamper the adoption of MaaS, and their influence on consumer choices and perceptions. More generally, this paper highlights that transportation is a fertile context for consumer psychology research.

Suggested Citation

  • Geoff Tomaino & Jasper Teow & Ziv Carmon & Leonard Lee & Moshe Ben-Akiva & Charlene Chen & Wai Yan Leong & Shanjun Li & Nan Yang & Jinhua Zhao, 2020. "Mobility as a service (MaaS): the importance of transportation psychology," Marketing Letters, Springer, vol. 31(4), pages 419-428, December.
    • Handle: RePEc:kap:mktlet:v:31:y:2020:i:4:d:10.1007_s11002-020-09533-9
    DOI: 10.1007/s11002-020-09533-9
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    Cited by:

    1. Maria Vittoria Corazza & Giordano Carassiti, 2021. "Investigating Maturity Requirements to Operate Mobility as a Service: The Rome Case," Sustainability, MDPI, vol. 13(15), pages 1-31, July.
    2. Duan, Sophia Xiaoxia & Tay, Richard & Molla, Alemayehu & Deng, Hepu, 2022. "Predicting Mobility as a Service (MaaS) use for different trip categories: An artificial neural network analysis," Transportation Research Part A: Policy and Practice, Elsevier, vol. 166(C), pages 135-149.
    3. Pan, Xiaofeng & Liu, Shaobo, 2022. "Modeling travel choice behavior with the concept of image: A case study of college students’ choice of homecoming train trips during the Spring Festival travel rush in China," Transportation Research Part A: Policy and Practice, Elsevier, vol. 155(C), pages 247-258.
    4. Timmer, Sebastian & Bösehans, Gustav & Henkel, Sven, 2023. "Behavioural norms or personal gains? – An empirical analysis of commuters‘ intention to switch to multimodal mobility behaviour," Transportation Research Part A: Policy and Practice, Elsevier, vol. 170(C).
    5. Zhiyuan Yu & Doudou Jin & Xiaoxiao Song & Chao Zhai & Desheng Wang, 2020. "Internet of Vehicle Empowered Mobile Media Scenarios: In-Vehicle Infotainment Solutions for the Mobility as a Service (MaaS)," Sustainability, MDPI, vol. 12(18), pages 1-21, September.
    6. Claudia Caballini & Maria Vittoria Corazza & Valentina Costa & Ilaria Delponte & Erika Olivari, 2022. "Assessing the Feasibility of MaaS: A Contribution from Three Italian Case Studies," Sustainability, MDPI, vol. 14(24), pages 1-15, December.
    7. Jaroslav Mašek & Vladimíra Štefancová & Jaroslav Mazanec & Petra Juránková, 2023. "The Classification of Application Users Supporting and Facilitating Travel Mobility Using Two-Step Cluster Analysis," Mathematics, MDPI, vol. 11(9), pages 1-16, May.

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