• The Journal of Asian Finance, Economics and Business
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• 제8권8호
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• pp.29-36
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• 2021

This study aims to estimate and calculate the ability to pay (ATP) and the willingness to pay (WTP) of households for wastewater management services (IPAL), the relationship between ATP and WTP, and factors that affect WTP. The location of IPAL construction is in the area of Lampung Province, Indonesia. There are 158 selected households for this study. The study employs a purposive sampling method in which the characteristics of households are classified into 3 categories - former households, newcomer households who had come to this area and have no experience of using water supply services, and newcomer households who have experience of using water supply services such as PDAM. The results of this study are, ATP and WTP values were not always in the same direction. The highest ATP was for newcomer households with experience of water supply services but the WTP was the lowest, on the contrary, the lowest ATP was for former households, but the WTP was the highest. Furthermore, experience and cognitive reference are positively correlated with WTP. Service quality perception, education/knowledge of respondents about environmental conservation, and level of income correlate with WTP.

• 정보보호학회논문지
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• 제24권4호
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• pp.695-703
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• 2014

본 논문은 정보재화로서 개인정보의 특징과 개인정보에 대한 경제적 고찰을 통해 개인정보 침해의 부정적 효과를 방지하기 위한 지불의사 비용, 즉 Willingness To Pay(WTP)를 분석하였다. 개인정보 보호를 위한 지불의사비용 결정요인에 대한 학술적 연구는 아직 미흡한 현실이다. 따라서 본 논문에서는 개인정보 보호를 위한 지불의사비용에 영향을 미치는 요인을 이중양분선택법(double-bounded dichotomous choice)에 근거하여 개인정보 침해를 예방하기 위한 비용을 결정하는 요인을 찾고자 하였다.

• 자원ㆍ환경경제연구
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• 제9권5호
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• pp.829-851
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• 2000

This study used the contingent valuation method to determine how much consumers would be willing to pay to improve their city-gas safety and what factors influence consumers' willingness-to-pay (WTP). To elicit this information a mail questionnaire was sent to a randomly selected sample of 2,400 residents who use the city-gas. The survey results showed that individuals were willing to pay $4,750{\pm}342.8$ won per month for the city-gas safety improvement. The aggregate annual WTP was estimated at 121.5~318.0 billion won. To better understand how individual's socio/demographic characteristics affect the WTP, Censored Tobit analysis was used. The results show that higher income, more gas use (cooking and heating), willingness to install a safety instrument significantly increase consumer's WTP.

• 한국산림과학회지
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• 제98권2호
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• pp.203-211
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• 2009

The study was conducted to examine consumers' awareness and perceptions on forest certification and their willingness to buy and pay price premium for certified wood products especially for selected four wood products. A total of 136 residents in Seoul and Gyeonggi Province were interviewed in the autumn of 2008. Although only 24.3 percent of the consumers are aware of forest certification, 82.4 percent of the respondents recognized the need and significance of forest certification. In general, 77.2 percent of the respondents were willing to buy certified wood products. Majority of the respondents, 84 out of 136 respondents (61.8%) expressed their willingness to pay (WTP) from more than 0 percent to less than 10 percent. Consumers' average WTP for certified wood products was estimated to be 5.6 percent. From the results of the study, lower priced wood products, such as copier paper (WTP=9.8%) and wood frame (WTP=11.6%), have higher price premiums than high priced products, such as wood table (WTP=6.8%) and wood flooring (WTP=7.6%). In conclusion, there could be feasible markets for certified wood products in South Korea as four out of five consumer are willing to pay more for such products. For the forest certification system to be adopted and widely accepted, the perceptions of forest stakeholders including consumers should be further increased.

• 자원ㆍ환경경제연구
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• 제14권2호
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• pp.447-474
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• 2005

응답자들에 따라 지불의사액(willingness to pay : WTP) 조사에서 응답한 WTP에 대한 확신도, 즉 선호의 강도가 다를 수 있다. 본 연구는 선호강도의 정도에 대한 정보를 얻기 위해 응답자가 응답한 WTP에 대해 선호강도가 어떤지에 대한 응답을 이끌어 내었다. 선호강도를 반영한 WTP 자료의 분석을 위해 본 논문에서는 Type 3 토빗모형의 적용을 고려한다. 이 모형을 추정하기 위해서는 통상 동분산 및 이변량 정규성을 만족하는 오차항 구조를 가정한 모수적 2단계 추정법을 적용한다. 하지만 이 가정들이 만족되지 않는다면 추정치는 비일치적이게 된다. 동분산과 정규성 가설에 대해 검정한 결과 유의수준 1%에서 두 가정은 모두 기각되었다. 따라서 모수적 Type 3 토빗모형을 추정하는데 요구되는 가정은 너무 제약적이라 할 수 있다. 본 연구에서는 이 모수적 모형에 대한 대안으로 준모수적 Type 3 토빗모형을 적용한다. 분석결과 준모수적 추정은 모수적 추정보다 유의하게 우수하였으며, 더욱더 중요하게는 모수적 모형으로부터 계산된 평균 WTP 추정치는 준모수적 모형으로부터 계산된 것과 유의하게 다름을 알 수 있었다.

• 간호행정학회지
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• 제7권2호
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• pp.205-221
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• 2001

It will become more and more popular to use the long-term care facilities and home health care services with the chronic disease increasing. It depends on how much the consumers would pay and purchase the services. They might get more benefits from that kind of services than from ordinary hospitalization. So far, the study of determining the medical service price has focused most often on the efforts from the providers' view. But it must be reasonable to include the consumers' value for the service. This study was performed to assess WTP(Willingness to Pay) for home health care service in order to apply to the determination of nursing price in a reasonable manner. In this study, respondents were asked if they would pay for the service's intangible benefits under the four different types(open-ended minimum WTP, open-ended maximum WTP, bidding WTP, referendum WTP). The contingent valuation method is a potentially useful tool in understanding how people value the benefits of the service. As a result, average open-ended minimum WTP was W16,015 per day among 65 respondents. Average open-ended maximum WTP was W29,154 per day among 65 respondents. Average bidding WTP was W26,300 per day among 65 respondents. Average referendum WTP was W22,200 per day among 70 respondents. The results of regression analyses were also consistent with theoretical prediction, e.g., increasing WTP with consumers' value for the service, state of patients, and household income. This study demonstrated that it was more reasonable to consider the consumers' value in determining the services' price. In addition, a further study is needed to test the validity of this CV method and to determine a proper nursing price based on the consumers' view.

• 한국IT서비스학회지
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• 제17권4호
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• pp.151-162
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• 2018

Blockchain can be highly secured by design and efficient for huge data so that many researchers and practitioners have been interested in blockchain in nature. The principles and applications of blockchain have been investigated by numerous studies and projects, however little is coincident regarding estimating about security investors' additional willingness to pay (WTP) and analyzing relationship with socio-economic characteristics of the investor for blockchain in the securities industry. This study surveyed on 1,000 heads of the household or homemakers that represents population well and estimated additional WTP using one-and-one-half-bounded (OOHB) dichotomous choice (DC) contingent valuation (CV) method. About 63% of respondents had additional WTP for blockchain. The mean WTP was KRW 48,206.92 and the median WTP was KRW 30,967.76. In addition to, the people who are high-income, highly-educated and having more financial asset were more likely to pay extra for their utility from using blockchain. The aggregated additional WTP was about 13% of the 2017 fiscal net income of the security industry. Consequently using blockchain, the strategic developing of securities targeting high-income, highly educated investors having more financial assets can increase commission income, which in turn can increase the company's revenues.

• 한국산림과학회지
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• 제90권4호
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• pp.573-581
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• 2001

본 연구는 산불재해 방지기금을 지불수단(payment vehicle)으로 한 2단계(二段階) 2선(二選) 가상가치추정법(double-bounded dichotomous choice DVM)을 사용하여 산불예방을 위한 서울 시민의 평균 지불의사 금액과 금액에 영향을 미치는 변수들의 영향력 정도를 정산하였다. 자료는 19~59세의 서울시민들 중에서 2단계 군집표본추출 방법으로 선택된 500명을 대상으로 개별 대면 면접하여 수집하였다. 분석결과 면접대상인 서울시민의 과반수(64.6%)가 산불재해 방지기금에 대한 지불의사가 있었다. 이들의 평균 지불의사금액은 7,016원이였으며, 지불의사가 없는 응답자들을 포함하면 평균 4,532원이었다. 이를 근거로 19세부터 59세까지의 전체 서울시민들의 총 지불의사금액은 34,165,758,000원으로 집계되었다. 관련변수의 지불의사금액에 대한 영향력을 와이블 비례위험함수 모형(Weibull proportional hazard model)으로 검토한 결과, 교육수준이 높을수록, 환경보존에 대한 필요성을 크게 느끼는 사람들일수록, 또한 산불로 인한 영향을 부정적으로 볼수록 높은 것으로 나타났다.

• 한국환경과학회지
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• 제22권10호
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• pp.1279-1285
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• 2013

The contingent valuation method (CVM) was used along with a questionnaire survey and field research methods to analyze the factors affecting willingness to pay (WTP) for urban parks in Tai'an. The results indicated that roughly 50% of the residents visited the urban parks weekly. Doing physical exercises and viewing topped the list of activities. Residents of different characteristics had different WTPs for the service functions of urban parks. From the two surveys, 60.1% and 61.4% of residents would be willing to pay. The average individual WTPs were 42.2 $yuan{\cdot}a^{-1}$ and 43.1 $yuan{\cdot}a^{-1}$ in the two surveys, and the medianin dividual WTP was 20.0 $yuan{\cdot}a^{-1}$. WTP was mainly affected by satisfaction, and WTP value was mainly affected by education level and income. Other factors had some correlation, but none were significant. Finally, some useful suggestions and references were given to the government in order to enhance the urban park services proposal.

• Asia Marketing Journal
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• 제15권4호
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• pp.33-49
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• 2014

Environmental concern has been an important issue for a few decades, and the extent of consumer demand for eco-friendly consumption has been increased. This study seeks to investigate consumers' willingness to pay (WTP) a premium for eco-friendly cosmetics. This study evaluates how much more a consumer is willing to pay for eco-friendly cosmetics and examines significant factors influencing consumers' WTP for eco-friendly cosmetics. Consumers' WTP is measured using four different ecofriendly cosmetics: low-priced skin care cosmetics, low-priced makeup cosmetics, high-priced skin care cosmetics, and high-priced makeup cosmetics. This study uses the contingent valuation method (CVM) to estimate consumer's WTP for eco-friendly cosmetics. Survey questions were designed using both dichotomous choice and payment card method of CVM. Through face to face interviews and on-line surveys, the data were collected from women between 20 and 49 years old residing in Seoul and Kyeonggi area, Korea, in May 2010. A total of 226 questionnaires (132 from interviews and 94 from on-line) were included for the analytical sample in this study. The data were analyzed using descriptive analysis, T-test and Log-Logit analysis. The findings are as follows: First, the WTP measured by dichotomous choice method was estimated using the Log-Logit analysis. The results showed that the estimated WTP for low-priced skin care cosmetics was 19,152 won, which was 27.7% higher than the reference price, 15,000 won. For low-priced makeup cosmetics, the estimated WTP was 18,524 won, and its green premium was 21.0%. The estimated WTP for high-priced skin care cosmetics was 59,128 won, which was 18.3% higher than the reference price, 50,000 won. For high-priced makeup cosmetics was 57,666 won, and its green premium was 15.3%. Second, the WTP measure by payment card method was estimated using descriptive analysis. The results showed that the respondents were willing to pay 17,955 won for low-priced skin care cosmetics, which was 19.7% higher than the reference price, 15,000 won and 17,595 won for low-priced makeup cosmetics, which was 17.3% higher than the reference price. For high-priced skin care cosmetics, the average WTP was 56,950 won which was 13.9% higher than the reference price, 50,000 won. For high-priced makeup cosmetics, the average WTP was 55,650 won, which was 11.3% higher than the reference price. Overall, the WTP was higher in order of low-priced skin care, low-priced makeup, high-priced skin care, and high-priced makeup. It means that consumers decide degree of premium based on the price and the attributes of eco-friendly products. Third, the findings showed that age, monthly income, and having children or not were statistically significant factors that influenced consumers' willingness to pay for eco-friendly cosmetics. Other explanatory variables such as education, marital status, job, purchase experience of eco-friendly products, and environmental concerns did not show any statistical significance. The major contribution of this study is the investigation of the value of green attributes of the products by using CVM. Unlike most previous researches, this research used two methods of CVM, the dichotomous choice and the payment card, so it enhanced the reliability of research. According to this study, consumers showed price sensitivity when they pay green premium. These findings can be used as useful information to establish marketing strategies for green cosmetics.