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Fig 1.

Theoretical framework of the conjoint design.

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Table 1.

The demographics of the respondents.

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Table 2.

The attributes and levels for massage parlors.

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Table 2 Expand

Fig 2.

Illustration of 7-point Likert scale.

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Table 3.

Twenty-seven stimuli of the conjoint design.

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Table 3 Expand

Table 4.

Utility estimates and average importance values.

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Table 5.

Ranking of each stimulus.

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Table 5 Expand

Table 6.

Correlation and Kendall’s Tau results.

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Table 6 Expand