Table 5 Estimation results for a nonfamous long-sleeved T-shirt brand (no brand name).
Attributes | Attribute scale | Coefficient (std. err) | Relative importance (%) | MWTP (KRW) |
|---|---|---|---|---|
Price | KRW (\) | −0.0002*** (0.0000) | 9.49 | – |
Number of reviews | Number | 0.0012*** (0.0001) | 18.39 | 776.30/100 reviews |
Star rating | Number | 0.4620*** (0.0158) | 29.18 | 3076.04 |
Picture review | Yes/no | 0.4489*** (0.0689) | 7.09 | 2988.61 |
Video review | Yes/no | 0.3769*** (0.0706) | 5.95 | 2509.49 |
Premium review | Yes/no | 0.6561*** (0.0513) | 10.36 | 4368.33 |
Open markets | Yes/no | 0.4976*** (0.0585) | 7.86 | 3313.40 |
Online platforms | Yes/no | 0.7407*** (0.0756) | 11.69 | 4931.55 |
