Parameter estimates of the brand choice model incorporating the brand-contingent attribute-weighting process
| Parameter estimate | Model 1 Main effects | Model 2 Model 1 + interaction effects |
|---|---|---|
| The main effect of brand position | ||
| Negativity (inferior position) | 0.118 (0.044)*** | 0.107 (0.043)** |
| Positivity (superior position) | −0.019 (0.033) | −0.021 (0.032) |
| The interaction with brand usage experience | ||
| Negativity x Brand usage experience | 0.015 (0.010) | |
| Positivity x Brand usage experience | 0.010 (0.005)** | |
| Brand usage experience | −0.005 (0.004) | |
| Intrinsic attribute importance | ||
| Mean attribute importance – Safety | 0.486 (0.243)** | 0.405 (0.200)** |
| Mean attribute importance – Affordability | 1.640 (0.467)*** | 1.687 (0.486)*** |
| Mean attribute importance – Service friendliness | 0.603 (0.270)** | 0.654 (0.266)** |
| Mean attribute importance – Cabin cleanliness | −0.632 (0.220)*** | −0.591 (0.205)*** |
| Standard deviation – Safety | 0.325 (0.221) | 0.467 (0.223)** |
| Standard deviation – Affordability | 1.090 (0.387)*** | 1.183 (0.483)** |
| Standard deviation – Service friendliness | 0.366 (0.225) | 0.408 (0.180)*** |
| Standard deviation – Cabin cleanliness | 0.626 (0.431) | 0.105 (0.198) |
| AIC | 559.066 | 557.550 |
| Parameter estimate | Model 1 | Model 2 |
|---|---|---|
| Negativity (inferior position) | 0.118 (0.044) | 0.107 (0.043) |
| Positivity (superior position) | −0.019 (0.033) | −0.021 (0.032) |
| Negativity x Brand usage experience | 0.015 (0.010) | |
| Positivity x Brand usage experience | 0.010 (0.005) | |
| Brand usage experience | −0.005 (0.004) | |
| Mean attribute importance – Safety | 0.486 (0.243) | 0.405 (0.200) |
| Mean attribute importance – Affordability | 1.640 (0.467) | 1.687 (0.486) |
| Mean attribute importance – Service friendliness | 0.603 (0.270) | 0.654 (0.266) |
| Mean attribute importance – Cabin cleanliness | −0.632 (0.220) | −0.591 (0.205) |
| Standard deviation – Safety | 0.325 (0.221) | 0.467 (0.223) |
| Standard deviation – Affordability | 1.090 (0.387) | 1.183 (0.483) |
| Standard deviation – Service friendliness | 0.366 (0.225) | 0.408 (0.180) |
| Standard deviation – Cabin cleanliness | 0.626 (0.431) | 0.105 (0.198) |
| AIC | 559.066 | 557.550 |
Notes:
The AIC of the baseline model without the brand-contingent weighting process is 565.148.
p < 0.01,
p < 0.05 based on two-tailed tests. Standard errors are shown in parentheses
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