• Cartoon and Animation Studies
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• s.38
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• pp.259-286
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• 2015

This study investigates the effect of the motivation to use webtoon and the convenience of use(the character of the webtoon service) on the interactivity, and then examines how the interactivity affect the webtoon user's satisfaction and willingness to pay. Using factor analysis, this study found two motivations to use webtoon including 'information acquisition', 'entertainment and easiness of access'. These motivations have an influence on the interaction of the content and Webtoon's user and of Webtoon's users. The motivation of the entertainment and easiness of access is more influential to user's interactivity. The convenience of use is divided two types that are the convenience of the searching information and service. The convenience of webtoon service has positive influence of two types of interaction. The last results find that webtoon user's satisfaction is influenced by gender, the convenience of the searching information and using service. The satisfaction of the female user is higher than man. The more convenience of use is, the more satisfaction of users will be. Willingness to pay is influenced by age, the convenience of webtoon service, and the user's interactivity. The older users are, the more convenience of webtoon service is, and the more the user's interactivity, the higher willing to pay will get. The implications of the findings are discussed in terms of the way to change the profit structure of webtoon service and suggest to increase the interactivity in webtoon service.

• Journal of Digital Convergence
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• v.16 no.1
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• pp.135-146
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• 2018

This study aims to investigate the consumers' preference and willingness to pay for UWV panoramic video, which is a new realistic video technology, and propose the issues to be considered for developing and commercializing this technology in accordance with the needs of consumers. For this purpose, experimental study was conducted by constructing two environments; watching TV at home and watching panoramic video on the big screen. As a result, consumers in both experimental environments were more likely to prefer UWV than UHD, which is the existing video ratio. Consumers also showed intend to use UWV and are willing to pay for it. As a result of exploring the consumers' maximum amount of money to pay for the UWV and the reasons for it, the perception of immersion, liveliness, and actual experience of UWV were important factors for consumer acceptance of new realistic video technology.

• Journal of the Korean Society of Costume
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• v.58 no.4
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• pp.58-71
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• 2008

The demand for personalized products and service of apparel product has increased dramatically. In order to acquire a personalized apparel product, consumers may have to sacrifice more expense or time. The purpose of this study was to investigate various personalization strategies in apparel business and to identify antecedents that influence the process. Clothing involvement and two price related variables (clothing expense and willingness to pay more) were included in the study as antecedents. Four personalization strategies were included in the study: design selection, size customization, in-store service and promotion personalization. For an empirical study, a conceptual model was designed and research questionnaire was developed. A measure of personalization of apparel shopping was developed based on existing scale items of prior research and a pilot study. Data from 766 men and women in their twenties to forties were used for statistical analysis. Structural Equation Modeling was used for the data analysis. Results indicated that the conceptual model was a good fit to data. Structural paths indicated that there was significant influence of clothing involvement on design selection and sales promotion personalization strategies. Involved consumers spent more on chothing products and were likely to pay more on personalized products and services. Monthly clothing expense influenced size customization significantly. It also had negative influence on service related personalization strategies. Consumers were willing to pay more when it comes to product related personalization strategies such as design and size but not necessarily to service related strategies. This study was an attempt to provide an in-depth and synthesized approach on consumer attitudes toward personalization of apparel products.

• Korean Journal of Environment and Ecology
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• v.28 no.1
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• pp.71-79
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• 2014

The goal of this study is to estimate economic benefit of restoring ecological stream of Hong Cheon river. The benefit is determined by estimating willingness-to-pay for the value of Hong Cheon river because it is a non-market good which is difficult to be measured in terms of monetary value. Specifically, the spike model, one of the contingent valuation methods, is used to distinguish respondents having zero willingness-to-pay for Hong Cheon river. The results show that a household located near the Hong Cheon river is willing to pay 3,300~4,628 Korean Won per year, while a household not located near the Hong Cheon river is willing to pay 1,308~2,929 Korean Won per year. Thus, total benefit of restoring ecological stream of Hong Cheon river is estimated as 97.6~216.3 billion Korean Won.

• Journal of the Korean housing association
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• v.22 no.4
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• pp.43-50
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• 2011

In an aging society, as the number of people with disabilities increases concerns are raised about the quality of life of these people and their access to a safe environment becomes important. The purpose of this study is to find out the value of accessibility as an attribute of housing. To estimate the value of accessible, barrier-free housing, this study uses the Contingent Valuation Method (CVM) and analyzes the factors which affect the Willingness To Pay (WTP) of survey respondents by using Survival Analysis. In addition, the importance and satisfaction of barrier-free facilities in the dwellings of survey respondents was investigated. Since aging could be an important factor in influencing the need for accessibility, this study surveyed two age groups, one group (212 respondents) of people below the age of 65 and the other (162 respondents) of people above 65. The results of this study show that respondents would pay on average 2.67% more for being barrier-free when answering an open-ended question and 3.87% more for barrier-free housing when using the double referendum model. This is the increase in value that the respondents perceive as a consequence of removing all the architectural barriers from a dwelling. On average, elderly respondents would pay 2.99% of housing price for accessible features compared to 4.40% of the younger group. However, if the elderly who have willingness to pay for accessibility, the value the older group put on barrier-free housing was higher than the value perceived by the younger group. Factors that influence the WTP are importance of barrier-free facilities, education level and housing type. The value of dwellings without barriers estimated in this study shows the potential size and value of this kind of housing market to the housing development sector.

• Journal of Agricultural Extension & Community Development
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• v.20 no.3
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• pp.701-727
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• 2013

To estimate the WTP(Willingness to Pay) for consistent maintenance of rural multi-cultural families' contribution worth such as vitality of rural population, regional economic vitalization, cultural diversity of rural, maintenance of rural family society, and diversity of rural resource, a questionnaire survey was conducted by double-bounded dichotomous choice method based on Weibull model in 41 city county of rural. A estimation models based on Tunball models were developed and applied to WTP estimation with logistic analysis. WTP estimates for consistent maintenance of multi-cultural contribution worth by rural resident was 458 hundred million won. It means that each rural household can pay 13,840 won per annual. WTP estimates assessed by multi-cultural families' husband as a criteria for comparison was 502 hundred million won. It means that each household can pay 15,170 won per annual.

• Asian Journal of Innovation and Policy
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• v.5 no.2
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• pp.208-224
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• 2016

The Korean government considers expanding the WtE share of total energy from 1% to 5% by 2020 through research and development (R&D) in waste-to-energy (WtE) technologies. This study attempts to measure the external benefits of investing in R&D in these technologies. To this end, a contingent valuation (CV) is employed. More specifically, a 2016 national survey of randomly selected 1,000 households was carried out across the nation to gauge the willingness to pay (WTP) for the investment. One-and-one-half-bounded dichotomous choice question was used in the CV survey, and the spike model was applied to dealing with zero WTP responses. The mean yearly WTP is estimated to be KRW 4,175 (USD 3.57) per household, which is statistically significant at the 1% level. Expanding the value to the entire nation translates into an investment of about KRW 79.1 billion (USD 67.6 million), which can be interpreted as the annual external benefit of the R&D investment in WtE technology.

• East Asian Journal of Business Economics (EAJBE)
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• v.9 no.4
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• pp.93-102
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• 2021

Purpose - Among the various pricing approaches used to set fares for express trains, this study explores a method of utilizing a customer-based pricing approach. The purpose of this study is to figure out how to apply the customer-based pricing approach to fares of new railway services using express trains. Research design, data, and methodology - This study was conducted through a literature review and case studies. In the literature review, we examined three approaches, focusing on the customer-based pricing approach and its application. In the case studies, we show how a customer-based pricing approach can be applied to determining the fares for railway services. Result - Some studies have used a customer-based pricing approach to set railway service rates, adapting the concepts of customer-based pricing such as demand, elasticity, value and willingness to pay. When setting fares of new railway services, it is recommended to use the customer-based approach in conjunction with other pricing approaches. Conclusion - This study demonstrates that a customer-based pricing approach is a promising tool in making decisions on railway fares. By applying a customer-based pricing approach to fares for new railway services using express trains, railway operators can utilize new service rates and increase the profitability of the railway business.

• Environmental Engineering Research
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• v.15 no.1
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• pp.49-56
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• 2010

Based on a survey of citizens and data analysis on the environmental status of the Miyun Reservoir watershed, China, the environmental awareness of citizens residing in the watershed and the impacting factors are discussed. The contingent valuation method was used to evaluate the willingness of villagers to pay (WTP) for abatement of the rural domestic pollution and to assess the intensity level of the villagers' desire for improving environmental conditions in the Miyun Reservoir watershed. It was found that rural watershed residents had a fundamental cognitive understanding of the pollution status and protection measures of the Miyun Reservoir. However, based on the survey, local residents had only a small interest in their participation to improve the environmental status of the reservoir, despite their general attitude to protect the reservoir being very positive. Gender and family income were closely associated with the overall attitudes of the population. Public media are the most preferable means for conveying knowledge of environmental protection to people living in the watershed. Increasing the educational level, along with income, are the best ways to enhance the desire of the villagers to improve the environmental quality and management.

• Asia Marketing Journal
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• v.20 no.2
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• pp.65-83
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• 2018

Technological advances are bringing autonomous vehicles to the ever-evolving transportation system. Anticipating adoption of these technologies by users is essential to vehicle manufacturers for making more precise production and marketing strategies. The research investigates regulatory focus and consumer innovativeness with consumers' adoption of autonomous vehicles (AVs) and to consumers' subsequent willingness to pay for AVs. An online questionnaire was fielded to confirm predictions, and regression analysis was conducted to verify the model's validity. The results show that a promotion focus does not have a significantly positive effect on the automation level at which consumers will adopt AVs, but a prevention focus has a significantly positive effect on conditional AV adoption. Consumer innovativeness, consumers' novelty-seeking have a significantly positive relationship with high and full AV adoption, and consumers' independent decision-making has a significantly positive effect on full AV adoption. The higher the level of automation at which a consumer adopts AVs, the higher the willingness to pay for them. Finally, using a neural network and decision tree analyses, we show methods with which to describe three categories for potential adopters of AVs.