Table 4.
Model estimates and marginal willingness to pay (MWTP) for experienced vs. non-experienced group
| Feature | Levels | Experienced users (N = 145) | Non-experienced (N = 120) | ||
|---|---|---|---|---|---|
| Estimate | MWTP | Estimate | MWTP | ||
| Driver’s name | ID number | Reference level | Reference level | ||
| Nickname | − 0.04 | £ − 0.24 | − 0.11 | £ − 0.76 | |
| European descent female name | 0.52*** | £ 3.25 | 0.80*** | £ 5.58 | |
| European descent male name | 0.22 | £ 1.35 | 0.31* | £ 2.14 | |
| Middle Eastern descent female name | 0.27* | £ 1.67 | 0.26† | £ 1.79 | |
| Middle Eastern descent male name | − 0.10 | £ − 0.61 | − 0.23 | £ − 1.57 | |
| Co-traveler’s name | ID number | Reference level | Reference level | ||
| Nickname | − 0.13 | £ − 0.82 | − 0.27† | £ − 1.89 | |
| European descent female name | 0.21 | £ 1.31 | 0.38* | £ 2.63 | |
| European descent male name | 0.05 | £ 0.34 | 0.28* | £ 1.97 | |
| Middle Eastern descent female name | 0.20* | £ 1.24 | 0.37*** | £ 2.55 | |
| Middle Eastern descent male name | − 0.28† | £ − 1.73 | − 0.14 | £ − 0.99 | |
| Driving experience | Newbee—less than 1 year of driving experience | Reference level | Reference level | ||
| Intermediate—1 + of driving experience | 0.81*** | £ 5.03 | 0.97*** | £ 6.76 | |
| Experienced—10 years of driving experience | 1.58*** | £ 9.83 | 1.83*** | £ 12.80 | |
| Review | No reviews | Reference level | Reference level | ||
| 1 positive review | 0.90*** | £ 5.61 | 1.01*** | £ 7.08 | |
| 5 positive reviews | 2.09*** | £ 13.02 | 1.97*** | £ 13.75 | |
| Price | 0.16*** | − 0.14*** | |||
| GOF | Adjusted Estrella | 0.6414 | 0.5211 | ||
| McFadden’s LRI | 0.3156 | 0.241 | |||
Significant at *** < 0.001; ** < 0.01; * < 0.05, † < 0.1 level, not significant otherwise