• Journal of Internet Computing and Services
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• v.13 no.2
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• pp.1-11
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• 2012

The purpose of this paper is to estimate 'willingness to pay' for mobile data service by using contingent valuation method with double bounded dichotomous choice question. The findings are as follows.: First, the willingness to pay of mobile data service is considerably lower than current retail price. Second, the perceived degree of mobile data service such as awareness and benefit recognition is positively related to the willingness to pay of mobile data service. Our results suggest that active promotion and strengthening of the content of mobile data service are needed in order to enhance the profitability of mobile operators. The analysis results will be used to set the mobile operator's pricing strategy and to build up a successful communication policies in the mobile ecosystem.

• Journal of agriculture & life science
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• v.44 no.3
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• pp.89-97
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• 2010

In the contingent valuation method (CVM) survey, we employed double-bounded discrete choice (DBDC) question to investigate the willingness to pay (WTP). The estimation results for the bivariate logit model show that respondents are willing to pay 329,256 won per year. The model with covariate variables suggests that the covariate effects help describe behavioral or preference tendencies. Double-bounded models increase efficiency over single dichotomous choice models, because the answers yes-no or no-yes yield clear bounds on WTP.