• 자원ㆍ환경경제연구
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• 제22권1호
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• pp.179-214
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• 2013

본 연구는 한강 수계의 수변경관 및 생태계의 보전 가치를 이중양분선택법에 의한 조건부 가치평가법 (Contingent Valuation Method, CVM)을 사용하여 추정하였다. 음이 아닌 지불의사를 구하기 위해 지수지불의사 모형을 사용하였는데 이 모형이 특히 이중양분선택법에서 매우 중요한 것으로 분석되었다. 한강수계권역의 경관 및 생태계 보전에 대한 총 지불의사는 연간 약 7,055억원으로 추정되었다. 이는 한강 등 수계권역의 수변경관 및 생태계 보전을 위하여 필요한 예산규모가 더욱 확대될 필요성이 있음을 시사한다고 해석된다.

• 한국보건간호학회지
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• 제24권2호
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• pp.173-181
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• 2010

Purpose: The aim of this study was to gauge the social willingness to pay for cognitive enhancement program for elders. Methods: The subjects of this study were 77 subjects >65-years-of-age. The data were collected by direct interviews. The measures of willingness to pay were open-ended question and referendum format. The data were analyzed using descriptive statistics, t-test, $x^2$-test, and multiple regression. Results: Respondents were willing to pay 18,573 won for one use of a cognitive enhancement program for elders. The Monthly income was the only factor that statistically significantly affected willingness to pay. Conclusion: The findings will contribute to policy formulation regarding community based nursing program for elders.

• Agribusiness and Information Management
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• 제12권2호
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• pp.6-23
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• 2021

This study analyzes overall honey consumption and purchasing behavior, and in particular, seeks to identify factors that influence the willingness to pay (WTP) for native honey. A survey of 500 South Korean consumers was conducted to understand their purchasing experiences and perceptions related to honey. A multiple linear regression analysis was carried out to comprehend the effect of the following factors on the willingness to pay for native honey: 1) knowledge of honey, 2) health consciousness, 3) the unhealthy = tasty intuition (UTI), and 4) positive perception of sweetness. As a result, consumers with more knowledge about honey, higher health consciousness and more positive perception of sweetness were more willing to pay for native honey. On the other hand, past honey purchasing or consuming experience had no significant impact on the willingness to pay for native honey. Marketing strategies and implications were derived from the characteristics of native honey consumers identified in this study.

• 한국유기농업학회지
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• 제29권3호
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• pp.385-396
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• 2021

This paper investigated the satisfaction of agro-healing and analyzed its willingness to participate in agro-healing in the future. First, a survey of intentions to participate in agro-healing found that the ratio of participation was 55.6% (125 people). It is analyzed that more than half of teenagers who have experienced agro-healing programs are willing to participate again. Second, a survey of satisfaction with agro-healing showed the highest improvement in agricultural awareness, including increased public interest value of agriculture. This can be seen as a way to raise public awareness of agriculture, as well as the effects of mental and physical health recovery, social integration contributions, and social safety contributions. Third, an analysis of the effect of awareness on the willingness to participate in agro-healing showed that the less significant it was, the higher the awareness, the higher the willingness to participate. In other words, various information delivery means, such as public relations measures, should be prepared to raise awareness of agro-healing. Fourth, it can be seen that those with low satisfaction with expected effects such as health recovery, social safety, social integration, and improved agricultural awareness have a clear difference in their willingness to participate in the future. In other words, the higher the satisfaction level of the agro-healing program, the higher the willingness to participate in the agro-healing industry in the future.

• 한국유기농업학회지
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• 제31권1호
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• pp.1-27
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• 2023

This study investigated Thai consumers' perception and willingness to pay for Korean paprika and tomatoes to establish effective export strategies, To this end, an online survey was conducted on 300 consumers living in Bangkok, Thailand, and the factors affecting the purchase intent and willingness to pay price premium for Korean paprika and tomatoes were analyzed. The results are as follows. First, Thai consumers usually buy fruit and vegetables offline, such as supermarkets and large discount stores, but not a few respondents obtained purchase information online. Second, the price competitiveness of Korean paprika and tomatoes is low to Thai products, and the quality, safety, freshness, and cost-effectiveness are similar or low to other exporting countries. Therefore it is important to improve non-price competitiveness using positive perceptions of Korean products and Korean Wave. Third, the most important reason why Thai consumers not buying Korean paprika and tomatoes is the lack of stores and high prices. Fourth, as a result of analyzing the factors affecting the purchase intent for Korean paprika and tomatoes, the strategy of selling paprika and tomatoes through supermarkets to consumers with high income is effective. Fifth, considering the factors of willingness to pay premium prices for Korean paprika and tomatoes, a high pricing strategy targeted consumers with high income and many family members is appropriate.

• 유통과학연구
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• 제20권6호
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• pp.21-32
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• 2022

Purpose: This study aims to test the influence of brand relationship, price, content, brand awareness, and electronic Word-Of-Mouth (eWOM) on willingness to pay for the subscription fee of Disney+ Hotstar. As the latest streaming service provider in Indonesia, Disney + Hotstar under Disney Media and Entertainment Distribution has actively conducted strategies to strengthen the brand and attract consumers. Research design, data and methodology: Structural Equation Modelling with WarpPLS approach was used to assess the proposed model gathering data from 316 people who have ever known about Disney+ Hotstar through an online survey using measurement items from previous literature. Results: Most responses were obtained from millennial generations. Findings demonstrated that brand relationships, price, content, and brand awareness positively influenced willingness to pay for the subscription fee whereas eWOM showed a negative and insignificant influence on the willingness to pay for the subscription fee. Conclusions: The most significant factor towards willingness to pay a for subscription fee is price, followed by brand awareness, brand relationship, and content. The result of this study may be used as a guide for professionals in the streaming service industry to better implement their strategies in influencing people to have the willingness to subscribe.

• 문화기술의 융합
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• 제9권2호
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• pp.83-90
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• 2023

본 연구는 대학생 대상으로 출산의지에 미치는 영향요인을 파악하여, 출산장려정책의 기초자료로 제공하고 교육자료를 구성하는데 기여하고자 시도되었다. 대학생 195명의 자료를 SPSS/WIN 22.0을 이용하여 다중회귀분석하였으며, 결혼관이 보수적일수록(r=.142, p<.05), 출산장려정책에 대한 인식도가 높을수록(r=.258, p<.01) 출산의지와 유의했다. 출산의지에 영향을 미치는 요인을 탐색한 결과, 결혼관 중 보수적 결혼관, 출산장려정책 중 청년일자리 대책, 일가정 양립지원 대책의 인식 정도가 영향을 주는 것으로 나타났으며, 이 변수들은 출산의지를 9.2% 설명하였다.

• 한국유기농업학회지
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• 제21권4호
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• pp.555-567
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• 2013

The objective of this study is to analyze the willingness to change into organic blueberry and the activating strategies on domestic products. For the activation of domestic blueberry, it is necessary to get the quality certification, especially organic certificate and develop the technology for increasing production. It is investigated that the smaller product, younger farmer and higher price expected, the higher willingness to change into organic blueberry. The results and finding of this study can be used to build-up the technical and marketing supporting system that reflects the rapid change of customer's preference on blueberry.

• 디지털융복합연구
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• 제8권3호
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• pp.155-168
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• 2010

This paper focuses on the construct of relationship quality and the influence of relationship quality on relationship persistence, willingness to recommend. In this paper, we first conceptualize relationship quality from buyer-based perspective. Second, we introduce relationship persistence and willingness to recommend as consequences of relationship quality. A research model is examined with data collected from 267 firms in Gumi. The results indicate that relationship quality can be defined as a construct of trust, satisfaction, coadaptation, communication, and relationship quality has a significant positive impact on relationship persistence, willingness to recommend.

• 한국주거학회논문집
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• 제13권1호
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• pp.29-36
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• 2002

This study was performed to investigate the awareness of Namak Eco-city, a willingness to move to an ecological city and their related variables. Data was collected through a questionnaire survey given to 491 residents who live in Mokpo, Kwangju and Muan in Chollanam Province. The awareness of Namak Eco-city was medium level and half of the respondents were not aware of that. Multiple regression analysis was conducted to estimate the effects of the variables on the awareness of Namak Eco-city. The most significant variable was the awareness of taco-city. Thirty eight percent of the respondents were willing to move to Namak Eco-City. Two variables were related with willingness to move to the city. Those who were aware of an Eco-city and had more commuting-oriented housing value had more willingness to move to the city.