Table 5 MNL model estimates for modern... | Emerald Publishing

Table 5

MNL model estimates for modern and traditional channels

Coefficients	Modern channel				Traditional channel
Coefficients	Estimates	Std. error	T-values	p-values	Estimates	Std. error	T-values	p-values
Choice A	3.2571	0.0857	38.01	0.0000	3.9842	0.0651	41.2	0.0000
Choice B	3.5831	0.0415	43.64	0.0000	3.1526	0.0543	58.06	0.0000
Freshness
Warm	2.1974	0.0652	33.7	0.0000	3.2575	0.0632	51.54	0.0000
Chilled	3.6851	0.0436	22.65	0.0000	2.9341	0.0578	43.29	0.0000
Frozen	2.5374	0.0369	47.28	0.0000	2.8475	0.0491	39.43	0.0000
Food safety certification
Government	1.3523	0.0563	24.02	0.0000	1.1562	0.0481	24.04	0.0000
Private	1.2346	0.0299	34.61	0.0000	2.3256	0.0274	32.45	0.0000
No certification	2.3371	0.0681	29.94	0.0000	2.4587	0.0342	31.87	0.0000
Product label information
With label	1.9576	0.0713	27.69	0.0000	0.5876	0.0639	9.2	0.0000
Without label	2.3687	0.0391	39.71	0.0000	0.4852	0.0437	31.45	0.0000
Price	−0.6342	0.0074	−53.58	0.0000	−0.7841	0.0064	−49.89	0.0000
N	1,521				4,069
Log likelihood	−814.378				−2338.51
X²	917.845				2455.431

Coefficients	Modern channel				Traditional channel
Coefficients	Estimates	Std. error	T-values	p-values	Estimates	Std. error	T-values	p-values
Choice A	3.2571	0.0857	38.01	0.0000	3.9842	0.0651	41.2	0.0000
Choice B	3.5831	0.0415	43.64	0.0000	3.1526	0.0543	58.06	0.0000
Freshness
Warm	2.1974	0.0652	33.7	0.0000	3.2575	0.0632	51.54	0.0000
Chilled	3.6851	0.0436	22.65	0.0000	2.9341	0.0578	43.29	0.0000
Frozen	2.5374	0.0369	47.28	0.0000	2.8475	0.0491	39.43	0.0000
Food safety certification
Government	1.3523	0.0563	24.02	0.0000	1.1562	0.0481	24.04	0.0000
Private	1.2346	0.0299	34.61	0.0000	2.3256	0.0274	32.45	0.0000
No certification	2.3371	0.0681	29.94	0.0000	2.4587	0.0342	31.87	0.0000
Product label information
With label	1.9576	0.0713	27.69	0.0000	0.5876	0.0639	9.2	0.0000
Without label	2.3687	0.0391	39.71	0.0000	0.4852	0.0437	31.45	0.0000
Price	−0.6342	0.0074	−53.58	0.0000	−0.7841	0.0064	−49.89	0.0000
N	1,521				4,069
Log likelihood	−814.378				−2338.51
X²	917.845				2455.431

Note(s): The alternative-specific constants (CHOICE A and CHOICE B) are estimated to indicate the utility of each option relative to the no-buying option