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.

服务即服务（MaaS）基于以下概念：消费者和运输服务提供商访问用于计划，支付和管理行程的集中式平台，并结合了旨在提高系统效率的多种运输方式。MaaS除了提供个性化的交通解决方案外，还提供了巨大的社会效益，包括减少排放，交通拥堵，道路伤害以及与旅行相关的总体不适。由于这些好处的实现取决于MaaS平台的广泛采用，因此我们借鉴消费者心理学来洞悉可能会妨碍采用MaaS的社会和认知心理因素，以及它们对消费者选择和看法的影响。更普遍，