Table 3.

Model estimates and marginal willingness to pay (MWTP) for the total sample and gender differences

Feature	Levels	Total (N = 265)		Females (N = 154)		Males (N = 108)
		Estimate	MWTP	Estimate	MWTP	Estimate	MWTP
Driver’s name	ID number	Reference level		Reference level		Reference level
	Nickname	− 0.09	£ − 0.62	− 0.04	£ − 0.30	− 0.16	£ − 0.82
	European descent female name	0.66***	£ 4.32	0.78***	£ 6.12	0.47**	£ 2.37
	European descent male name	0.25*	£ 1.64	0.29*	£ 2.26	0.20	£ 0.99
	Middle Eastern descent female name	0.27**	£ 1.74	0.40**	£ 3.14	0.05	£ 0.25
	Middle Eastern descent male name	− 0.18	£ − 1.18	− 0.16	£ − 1.24	− 0.21	£ − 1.07
Co-traveller’s name	ID number	Reference level		Reference level		Reference level
	Nickname	− 0.22*	£ − 1.43	− 0.15	£ − 1.21	− 0.28†	£ − 1.45
	European descent female name	0.30**	£ 1.94	0.43**	£ 3.41	0.08	£ 0.38
	European descent male name	0.16†	£ 1.08	0.27*	£ 2.10	0.03	£ 0.15
	Middle Eastern descent female name	0.28***	£ 1.86	0.38***	£ 3.03	0.12	£ 0.60
	Middle Eastern descent male name	− 0.23*	£ − 1.53	− 0.18	£ − 1.39	− 0.30†	£ − 1.55
Driving experience	Newbee—less than 1 year of driving experience	Reference level		Reference level		Reference level
	Intermediate—1 + of driving experience	0.90***	£ 5.90	0.96***	£ 7.54	0.83***	£ 4.25
	Experienced—10 years of driving experience	1.73***	£ 11.33	1.81***	£ 14.32	1.62***	£ 8.24
Review	No reviews	Reference level		Reference level		Reference level
	1 positive review	1.00***	£ 6.54	1.04***	£ 8.18	0.90***	£ 4.57
	5 positive reviews	2.07***	£ 13.61	2.06***	£ 16.28	2.07***	£ 10.53
Price		− 0.15***		− 0.13***		− 0.20***
GOF	Adjusted Estrella	0.59		0.5504		0.655
	McFadden’s LRI	0.2786		0.2567		0.3277

Significant at *** < 0.001; ** < 0.01; * < 0.05, ^† < 0.1 level, not significant otherwise