• Environmental and Resource Economics Review
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• v.22 no.1
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• pp.179-214
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• 2013

This paper estimated the value of waterside landscape and ecosystem of Han River basin with a double-bound dichotomous choice type of CVM. We used the exponential willingness to pay model to represent the nonnegative willingness to pay. This model is found to be especially important in analyzing a double-bound dichotomous choice model. The total willingness to pay was estimated as 705.5 billion won per annum. This suggests that current budget size for water quality and ecosystem conservation for Han River needs to be expanded.

• Journal of Korean Public Health Nursing
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• v.24 no.2
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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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• v.12 no.2
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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.

• Korean Journal of Organic Agriculture
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• v.29 no.3
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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.

• Korean Journal of Organic Agriculture
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• v.31 no.1
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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.

• Journal of Distribution Science
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• v.20 no.6
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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.

• The Journal of the Convergence on Culture Technology
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• v.9 no.2
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• pp.83-90
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• 2023

This study was attempted to identify the effect of university students on their childbirth willingness, provide it as basic data for childbirth encouragement policies, and contribute to the composition of educational data. Multiple regression analysis of data from 195 university students using the SPSS/WIN 22.0 program. The more conservative the view of marriage (r=.142, p<.05) and the higher the degree of awareness of childbirth encouragement policy(r=.258, p<.01), the more significant the correlation was childbearing willingness. The conservative marriage values, youth job policies, and the degree of recognition of work-family balance support influenced the childbearing willingness, and these variables explained the childbearing willingness 9.2%.

• Korean Journal of Organic Agriculture
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• v.21 no.4
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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.

• Journal of Digital Convergence
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• v.8 no.3
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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.

• Journal of the Korean housing association
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• v.13 no.1
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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.