Under the same parsimonious specification, heterogeneity in SioW is primarily driven by household income and platform usage intensity: the Income 50–74 k and Income 100–149 k categories are positively and significantly associated with latent category demand (estimates 0.396 and 0.432 , respectively), while platform engagement remains a dominant factor, with accounts shared by three individuals (Use = 3) exhibiting a strong and highly significant positive association with intensity (estimate 0.615 ).
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Efficient EM Estimation for the Pogit Model via Polya-Gamma Augmentation.
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