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Willingness to pay for paid channels of digital TV: an Empirical Analysis
Unformatted Document Text:  WILLINGNESS TO PAY FOR PAID CHANNELS 25 Education 0.025 0.02 0.017 -0.064 Payment for newspapers and magazines -0.069 -0.091 -0.092 Television use per day in household -0.307** -0.281** Household income per year 0.167 R SQUARE 0.03 0.034 0.127 0.149 ADJUSTED R SQUARE 0.006 0.003 0.091 0.107 F 1.259 1.087 3.526 3.513 SIG 0.292   .366 0.005 0.003 Note: Betas N=128*P<0.05;** P<0.01   Table 7 Hierarchical regression analysis of future payment liability when independent variables is personal income per month and others Age(continuous variables) Regression 1 Regression 2 Regression 3 Regression 4 Education 0.081 0.079 0.069 0.051 Payment for newspapers and magazines -0.084 -0.087 -0.08 -0.006 Television use per day in household 0.03 0.031 0.019 0.08 Age(continuous variables) -0.043 -0.065 -0.065 Education -0.209* -0.23** Personal income per month -0.119 R SQUARE 0.019 0.021 0.063 0.073 ADJUSTED R SQUARE -0.003 -0.009 0.028 0.031 F 0.859 0.702 1.794 1.74 SIG 0.464 0.592 0.118 0.117 Note: Betas N=139*P<0.05;** P<0.01

Authors: Zeng, Fan-Bin.
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WILLINGNESS TO PAY FOR PAID CHANNELS                                                 25 
Education
0.025
0.02
0.017
-0.064
Payment for newspapers 
and magazines
-0.069
-0.091
-0.092
Television use per day in 
household
-0.307**
-0.281**
Household income per year
0.167
R SQUARE
0.03
0.034
0.127
0.149
ADJUSTED R SQUARE
0.006
0.003
0.091
0.107
F
1.259
1.087
3.526
3.513
SIG
0.292
 
.366
0.005
0.003
Note: Betas N=128
*P<0.05;** P<0.01
 
Table 7
Hierarchical regression analysis of future payment liability when 
independent variables is personal income per month and others
Age(continuous 
variables)
Regression 1
Regression 2
Regression 3
Regression 4
Education
0.081
0.079
0.069
0.051
Payment for newspapers 
and magazines
-0.084
-0.087
-0.08
-0.006
Television use per day in 
household
0.03
0.031
0.019
0.08
Age(continuous 
variables)
-0.043
-0.065
-0.065
Education
-0.209*
-0.23**
Personal income per month
-0.119
R SQUARE
0.019
0.021
0.063
0.073
ADJUSTED R SQUARE
-0.003
-0.009
0.028
0.031
F
0.859
0.702
1.794
1.74
SIG
0.464
0.592
0.118
0.117
Note: Betas N=139
*P<0.05;** P<0.01


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