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Appendix F: Model 1. Conjoint Analysis



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Appendix F: Model 1. Conjoint Analysis


Variables in the Equation




B

S.E.

Wald

df

Sig.

Exp(B)

Step 1a

Cust_Rat

,993

,065

236,917

1

,000

2,699

Top_Dev_Hal

,263

,080

10,714

1

,001

1,300

Best_Sel_Rank

,234

,063

13,723

1

,000

1,264

Price

-1,440

,071

408,978

1

,000

,237

Edit_Choice

,509

,113

20,502

1

,000

1,664

Constant

-,087

,088

,979

1

,322

,917

a. Variable(s) entered on step 1: Cust_Rat, Top_Dev_Hal, Best_Sel_Rank, Price, Edit_Choice.





Model Summary

Step

-2 Log likelihood

Cox & Snell R Square

Nagelkerke R Square

1

1760,708a

,404

,539

a. Estimation terminated at iteration number 6 because parameter estimates changed by less than ,001.



Classification Tablea




Observed

Predicted




Respondents choice between option 1 and 2

Percentage Correct




Option #1 is chosen

Option #2 is chosen

Step 1

Respondents choice between option 1 and 2

Option #1 is chosen

753

238

76,0

Option #2 is chosen

183

854

82,4

Overall Percentage







79,2

a. The cut value is ,500


Hosmer and Lemeshow Test

Step

Chi-square

df

Sig.

1

30,068

8

,000


Model Equation:

Choice 2 = >0 = -1.44Price + 0.993CR + 0.509ECH + 0.263TDH + 0.234BSR + є


WTP per upgrade of 1 level per attribute:

Variable

Calculation

WTP per 1 level upgrade

Customer Rating

1.44/0.993= 1.45

€ 0.90/1.45 = €0.62

Editors Choice

1.44/0.509= 2.83

€ 0.90/2.83 = €0.32

Top Developer Hallmark

1.44/0.263= 5.47

€ 0.90/5.47 = €0.16

Best Selling Rank

1.44/0.234= 6.15

€ 0.90/6.15 = €0.15




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