Utility in Willingness to Pay Space: A Tool to Address Confounding Random Scale Effects in Destination Choice to the Alps
比较了离散选择模型中估计消费者支付意愿分布的两种方法，发现直接估计支付意愿分布比先估计效用系数再推导的方法拟合更好、异常值更少，对阿尔卑斯山目的地选择数据有实际应用价值。
Abstract We compare two approaches for estimating the distribution of consumers' willingness to pay ( WTP ) in discrete choice models. The usual procedure is to estimate the distribution of the utility coefficients and then derive the distribution of WTP , which is the ratio of coefficients. The alternative is to estimate the distribution of WTP directly. We apply both approaches to data on site choice in the Alps. We find that the alternative approach fits the data better, reduces the incidence of exceedingly large estimated WTP values, and provides the analyst with greater control in specifying and testing the distribution of WTP .