With the emergence of the Mobility as a Service (MaaS) concept, it is important to understand whether it has the potential to support behaviour change and the shift away from private vehicle ownership and use. This paper aims to identify potential ways that MaaS (specifically MaaS plans) could help encourage behavioural change; and understand the barriers to using alternative transport modes. In-depth interviews and qualitative analysis are applied to the case study of London. The results indicate that individuals segment the transport modes offered via MaaS into three categories: essential, considered and excluded. Soft measures should target each individuals’ consideration set as this is where the most impact can be made regarding behaviour change. Respondents also highlighted factors that make them apprehensive towards certain modes, such as safety, service characteristics and administration. Interventions that focus on the socio-demographic groups that are most affected could help make these modes more appealing.

中文翻译：

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多式联运城市的机遇与障碍：从深度访谈中汲取的关于对流动即服务的态度的经验教训

随着移动即服务（MaaS）概念的出现，重要的是要了解它是否有潜力支持行为改变以及从私家车拥有和使用的转变。本文旨在确定MaaS（特别是MaaS计划）可以帮助鼓励行为改变的潜在方式。并了解使用替代运输方式的障碍。深入的访谈和定性分析被应用于伦敦的案例研究。结果表明，个人将通过MaaS提供的运输方式分为三类：基本，考虑和排除。软措施应针对每个人的考虑因素，因为这是对行为改变产生最大影响的地方。受访者还强调了使他们对某些模式感到担忧的因素，例如安全性，服务特征和管理。针对受影响最大的社会人口群体的干预措施可能有助于使这些模式更具吸引力。