Mobility as a Service (MaaS): The Importance of Transportation Psychology

17 Pages Posted: 27 Jun 2020

See all articles by Geoffrey Tomaino

Geoffrey Tomaino

affiliation not provided to SSRN

Jasper Teow

National University of Singapore (NUS)

Ziv Carmon

INSEAD

Leonard Lee

National University of Singapore (NUS)

Moshe Ben-Akiva

affiliation not provided to SSRN

Charlene Y. Chen

Nanyang Business School

wai Yan Leong

Land Transport Authority, Singapore

Shanjun Li

Cornell University - School of Applied Economics and Management

Nan Yang

National University of Singapore (NUS)

Jinhua Zhao

affiliation not provided to SSRN

Date Written: June 24, 2020

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.

Keywords: Mobility-as-a-Service, Transportation-Experience, Transportation-Nudges, Commuter-Psychology, Transportation-Decision-Making, Psychology-Informed-Design

Suggested Citation

Tomaino, Geoffrey and Teow, Jasper and Carmon, Ziv and Lee, Leonard and Ben-Akiva, Moshe and Chen, Charlene Y. and Leong, wai Yan and Li, Shanjun and Yang, Nan and Zhao, Jinhua, Mobility as a Service (MaaS): The Importance of Transportation Psychology (June 24, 2020). INSEAD Working Paper No. 2020/32/MKT, Available at SSRN: https://ssrn.com/abstract=3634537 or http://dx.doi.org/10.2139/ssrn.3634537

Geoffrey Tomaino (Contact Author)

affiliation not provided to SSRN

Jasper Teow

National University of Singapore (NUS) ( email )

1E Kent Ridge Road
NUHS Tower Block Level 7
Singapore, 119228
Singapore

Ziv Carmon

INSEAD ( email )

1 Ayer Rajah Ave
Singapore, 138676
Singapore

Leonard Lee

National University of Singapore (NUS) ( email )

1E Kent Ridge Road
NUHS Tower Block Level 7
Singapore, 119228
Singapore

Moshe Ben-Akiva

affiliation not provided to SSRN

Wai Yan Leong

Land Transport Authority, Singapore ( email )

Shanjun Li

Cornell University - School of Applied Economics and Management ( email )

248 Warren Hall
Ithaca, NY 14853
United States

Nan Yang

National University of Singapore (NUS) ( email )

1E Kent Ridge Road
NUHS Tower Block Level 7
Singapore, 119228
Singapore

Jinhua Zhao

affiliation not provided to SSRN

Here is the Coronavirus
related research on SSRN

Paper statistics

Downloads
54
Abstract Views
278
rank
416,022
PlumX Metrics