Browse > Article
http://dx.doi.org/10.12815/kits.2012.11.5.046

Estimation of Willingness to pay for Realtime Route Guidance Information by Contingent Valuation Method  

Do, Myung-Sik (한밭대학교 도시공학과)
Kim, Yoon-Sik (한밭대학교 대학원)
Publication Information
The Journal of The Korea Institute of Intelligent Transport Systems / v.11, no.5, 2012 , pp. 46-55 More about this Journal
Abstract
This study proposes an estimate method of willingness to pay(WTP) for real-time route guidance systems using contingent valuation method(CVM) under double bounded dichotomous choice question(DBDCQ) and analysis for impact factors of WTP estimation. This study assumed that provided real-time traffic information service is optimal route concepts dealing with traffic conditions on origin-destination. Analysis targets were classified into two groups as short distance path and middle distance path for estimating WTP for realtime route guidance system in a year using the survival analysis method and the regression model with personal information, actual condition and satisfaction of information usage and users' awareness and usage of facilities. As a result, mean WTP of realtime route guidance system is 4,034won/year in short distance path, and 4,884won/year in middle distance path. Therefore real-time route guidance system for longer distance path is recognized as more valuable than shorter distance path. Moreover, the necessity of information was required on a higher income group and higher WTP was estimated on owners of vehicle group and lower awareness of a route group.
Keywords
Contingent valuation method; real-time route guidance information; willingness to pay; survival analysis; dichotomous choice method;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
연도 인용수 순위
1 이의은, 김준정, "조건부가치측정법을 이용한 고속도로 교통정보의 가치 산정에 관한 연구", 한국ITS학회논문지, 제3권제2호, pp.55-68, 2004/9.
2 R. Davis, "Recreation planning as an Economic problem", Natural Resources Journal, vol. 3(2), pp.239-249, 1963.
3 B. Jorgensen, M. Wilson and T. Heberlein, "Fairness in the contingent valuation of environmental public goods: attitude toward paying for environmental improvements at two levels of scope", Ecological Economics, vol. 36(1), pp.133-148, 2001.   DOI   ScienceOn
4 최대순, 윤여환, 도명식, 장영수, SOC투자의 사회경제평가, 청문각, 2001.
5 林山泰久, 非市場財の存在價値, 土木計劃學硏究論文集, no. 16, pp.35-48, 1999.
6 C.H. Tang, J.T. Liu, C.W. Chang and W.Y. Chang, "Willingness to pay for drug abuse treatment: results from a contingetn caluation study in Taiwan", Health Policy, vol.82, pp.251-262, 2007.   DOI   ScienceOn
7 J. Zarnikau, "Consumer demand for 'green power' and energy efficiency", Energy Policy, vol. 31, pp.1661-1672, 2003.   DOI   ScienceOn
8 이병주, 서임기, 남궁문, "CVM을 이용한 관광지환승 교통서스템의 편익추정에 관한 연구", 대한교통학회지, 제25권제4호, pp.57-66, 2007/8.
9 손영국, 조건부가치측정법을 이용한 교통정보 가치 평가에 관한 연구, 원광대학교 대학원, 석사, 2002.
10 금기정, 민경태, 김원태, 왕이완, 유재상, "조건부가치측정에 의한 Mobile 교통정보 제공형태 가치에 관한 연구", 한국ITS학회논문지, 제5권제2호, pp.29-43, 2006/8.
11 장수은, 강지혜, "통행시간 신뢰성 가치 산정에 관한 연구", 대한교통학회지, 제26권제6호, pp.133-142, 2008/12.
12 김준정, 고속도로 교통정보의 가치평가에 관한 연구, 명지대학교, 2005.
13 정헌영, 백상근, 백은상, "이중양분선택형 질문법을 이용한 CVM에 의한 지하철 역사 Barrier-free 시설의 가치분석", 대한교통학회지, 제26권제5호, pp.205-216, 2008/10.
14 이환진, 오윤표, "조건부가치측정법에 의한 횡단보도 복원 및 육교개량의 가치평가에 관한 연구", 대한토목학회논문집, 제32권제4D호, pp.323-333, 2012/7.
15 정우수, 임명환, 송영화, "조건부가치 추정법(CVM)을 이용한 국내 이동통신서비스에 대한 소비자 WTP 추정에 관한 연구", 경영과학, 제 25권제2호, pp.43-55, 2008/7.
16 A. Alberini, "Optimal design for discrete choice contingent valuation surveys: single bound, double bound and bivariate models", Journal of Environmental Economics and Management, Vol.28(3), pp.287-306, 1995.   DOI   ScienceOn
17 장수은, 강지혜, 이범신, 윤석강, "철도의 선택 및 비사용 가치에 관한 연구", 대한교통학회지, 제26권제6호, pp.143-154, 2008/12.
18 P.D. Allison, Survial analysis using SAS, SAS Institute Inc, 2010.