Table 4 Results for online sales of long-sleeved T-shirts (famous brand: Nike).
Attribute | Attribute scale | Coefficient (std. err) | Relative importance (%) | MWTP (KRW) |
|---|---|---|---|---|
Price | KRW (\) | −0.0002*** (0.0000) | 10.83 | – |
Number of reviews | Number | 0.0011*** (0.0000) | 17.38 | 642.80/100 reviews |
Star rating | Number | 0.4446*** (0.0156) | 28.75 | 2655.95 |
Picture review | Yes/no | 0.4570*** (0.0673) | 7.39 | 2730.21 |
Video review | Yes/no | 0.3155*** (0.0704) | 5.10 | 1885.00 |
Premium review | Yes/no | 0.6345*** (0.0511) | 10.26 | 3790.43 |
Open markets | Yes/no | 0.5114*** (0.0583) | 8.27 | 3055.26 |
Online platforms | Yes/no | 0.7442*** (0.0746) | 12.03 | 4446.08 |
