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

Tomaino, Geoff; Teow, Jasper; Carmon, Ziv; Lee, Leonard; Ben‐Akiva, Moshe; Chen, Charlene; Leong, Wai Yan; Li, Shanjun; Yang, Nan; Zhao, Jinhua

doi:10.1007/s11002-020-09533-9

Cited by 23 publications

(13 citation statements)

References 57 publications

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“…Indeed, lack of comprehensive systems and inadequate booking systems (Smith et al, 2022) and digital access (Alyavina et al, 2022) are some of the barriers that affect MaaS adoption. This can result in less perceived control by users (Alkhowaiter, 2020;Tomaino et al, 2020). One way that MaaS platforms may boost users' perceived control is by offering a variety of transportation modes to choose from, "real-time" information, and categorical options or customization (Tomaino et al, 2020).…”

Section: H5 Maas Digital Platform Expectation Positively Contributes ...mentioning

confidence: 99%

The effects of digital platform expectations, information schema congruity and behavioural factors on mobility as a service (MaaS) adoption

Molla

Duan²,

Deng³

et al. 2022

ITP

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PurposeMobility as a service (MaaS) is a new model of bundling personal transport options from multiple providers to provide frictionless service. The model integrates information and service to enable users to search, book and pay through a single digital platform. The aim of MaaS is to minimize individual car ownership and revolutionize personal mobility habits in favour of sustainable modes. Thus, it is important to understand consumers' readiness for MaaS. This study explains the factors that influence MaaS adoption.Design/methodology/approachA comprehensive review of the related literature has been conducted, leading to the development of a conceptual model for investigating the key factors that influence MaaS adoption. The model draws upon the digital platform, schema congruity and planned behaviour theories. The model is then tested using structural equation modelling and survey data collected from 331 respondents.FindingsThe findings indicate that MaaS information schema congruity, the digital platform's personalizability, customizability, functional integration, network integration and governance of data together with attitude towards MaaS and subjective norm concerning MaaS influence MaaS adoption. Furthermore, MaaS digital platform expectation and MaaS information schema congruity contribute to users' attitude towards MaaS use.Originality/valueThe paper highlights the design and informational attributes of MaaS platforms that influence their adoption and contributes an integrated research model that links digital platform characteristics, behavioural factors and information schema congruity. Future research can use the constructs and measures we developed in this study to build deeper understanding of what contributes to the success of digital platforms.

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Section: H5 Maas Digital Platform Expectation Positively Contributes ...mentioning

confidence: 99%

The effects of digital platform expectations, information schema congruity and behavioural factors on mobility as a service (MaaS) adoption

Molla

Duan²,

Deng³

et al. 2022

ITP

View full text Add to dashboard Cite

show abstract

“…If this, on the one hand, introduces the issue of equity due to the IT poor access and attractiveness among the web-illiterates [36], on the other, it stresses the need to also study the effects under the psychological point of view, in terms of general vision and individual perception. The former relates to how MaaS is generally promoted to the public and discussed among the experts, i.e., an innovation hyped as a mix of enthusiasm and business [35]); the latter is the individuals' feeling about the service, which might even be in contrast with such general vision, due to diminished control over daily travels, with special regards to commuting [37].…”

Section: Maas As An Ecosystem: Key Issues In Scientific Literaturementioning

confidence: 99%

Investigating Maturity Requirements to Operate Mobility as a Service: The Rome Case

Corazza

Carassiti

2021

Sustainability

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The maturity of a city to operate a Mobility as a Service (MaaS) ecosystem has been often analyzed in the literature. This and the consideration that MaaS is mostly found in areas with long-enforced transit-oriented policies and efficient multimodal supply raise the research question of whether it would be possible to operate MaaS in urban areas where mobility management is addressed according, on the contrary, to a conservative approach. A field study developed in Rome as a case in point, aimed at analyzing the actual feasibility of local MaaS operations, indicates that limitations are due to the citizens’ low willingness to pay. This is originated by a general underestimation of transit costs and made harsher by the inveterate use of passenger cars as the prevailing modal choice. The paper analyzes the results achieved, collected via a questionnaire, and highlights additional barriers to implement MaaS strictly related to its social acceptance, rather than to its technical viability, as to which the city, instead, is mature. The lesson learnt is that MaaS might be operationally (or technically) feasible even in challenging contexts, like Rome’s, but the prerequisite is to create supporting policies, for which a number of actions are outlined and elaborated, with the research goal to advance knowledge in this field, especially for decision-makers and potential stakeholders who might perceive MaaS as a too-demanding option for the context they operate in.

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“…MaaS apps have the potential to facilitate eco-friendly transit behaviors by reducing search and time costs across a variety of transit modes. 43 The potential of multimode travel is evident in Germany, where regional transit organizations coordinate public transit-for example, by integrating bus and rail subscriptions and by building cycling facilities next to transit stations. 44 The design of the built environment can also harness friction by making some transportation modes easier to use.…”

Section: Principle 1: Modify Frictionmentioning

confidence: 99%

Habits to save Our Habitat: Using the Psychology of Habits to Promote Sustainability

Mazar,

Tomaino,

Carmon

et al. 2021

Behavioral Science & Policy

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Public awareness and concern about climate and environmental issues have grown dramatically in the United States and around the world. Yet this shift in attitudes has not been accompanied by similar increases in eco-friendly behaviors. We propose that this attitude-behavior gap is partly driven by the difficulty of changing unsustainable habits. Governments and businesses can reduce this gap through interventions that draw on insights from research into the psychology of habits and behavioral economics. First, they can reduce or add friction, making it easier for people to engage in eco-friendly actions and making it harder to continue environmentally damaging practices. Second, they can set up action cues— prompts that trigger pro-environment actions—and deliver these cues where and when they will have the biggest impact. Finally, they can provide psychologically informed incentives and disincentives that steer people toward environmentally beneficial actions. We also describe how even initially unpopular policies can become accepted through habitual repetition. In these ways, habit psychology represents a promising addition to the policymaker's toolbox.

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

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Cited by 23 publications

References 57 publications

The effects of digital platform expectations, information schema congruity and behavioural factors on mobility as a service (MaaS) adoption

The effects of digital platform expectations, information schema congruity and behavioural factors on mobility as a service (MaaS) adoption

Investigating Maturity Requirements to Operate Mobility as a Service: The Rome Case

Habits to save Our Habitat: Using the Psychology of Habits to Promote Sustainability

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