• 만화애니메이션 연구
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• 통권38호
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• pp.259-286
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• 2015

오늘날 미디어 세대는 양방향 소통이 일상적인 행위로 콘텐츠를 이용할 때 수동적으로 메시지를 받아들이는 것이 아니라 적극적으로 자기표현의 욕구를 표출한다. 스마트 미디어 환경의 도래로 수많은 인터넷 기반의 콘텐츠들 가운데 웹툰이 급부상하였으며, 웹툰 서비스 이용과정에서 일어나는 다양한 상호작용 행위는 웹툰 시장의 확장에 기여하고 있다. 이에 본 연구는 웹툰 서비스의 이용 동기와 서비스의 특성(사용 편리성)이 플랫폼에서의 상호작용 행위에 미치는 영향과 이러한 요인들이 어떻게 웹툰 서비스의 이용 만족도와 지불의사에 영향을 미치는지 설문조사를 통해 분석하였다. 연구결과, 먼저 웹툰 서비스 이용 동기는 정보 획득 동기와 오락 및 접근 수월성 동기 요인이 도출되었다. 이러한 동기 요인은 웹툰 서비스 이용시 콘텐츠와 이용자 간 상호작용 행위와 이용자들 간 상호작용 행위에 영향을 미치며, 정보 획득 동기보다는 오락 및 접근 수월성 동기가 상호작용 행위에 더 크게 영향을 미치는 것으로 밝혀졌다. 또한 서비스의 사용 편의성은 정보검색 편의성과 서비스 이용 편의성으로 구분되는데, 이 가운데 이용자들이 댓글을 달고, 웹툰을 공유하는 행위를 수월하게 만드는 서비스 편의성이 상호작용에 유의미한 영향을 미치는 것으로 나타났다. 마지막으로 웹툰 이용 만족도와 지불의사에 영향을 미치는 요인을 살펴본 결과, 이용 만족도는 여성이 남성보다, 정보검색과 서비스 이용 편의성이 증대될수록 높게 나타났다. 반면, 연령이 높을수록, 서비스 이용 편의성이 향상될수록, 그리고 이용자들 간 상호작용이 활발할수록 지불의사가 높아지는 것으로 밝혀졌다. 이러한 결과가 함의하는 바는 웹툰 서비스의 수익성을 개선하기 위해 웹툰의 공유와 추천이 활발하게 이루어질 수 있는 서비스 환경 구축이 선행되어야 한다는 점이다. 웹툰 이용자들의 상호작용 행위가 확대되고 웹툰에 대한 지불의사에도 긍정적인 영향을 미쳐 시장이 더욱 활성화될 것으로 보인다.

• 디지털융복합연구
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• 제16권1호
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• pp.135-146
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• 2018

본 연구는 새로운 실감 영상 기술인 UWV 파노라마 영상에 대한 소비자의 선호도와 비용지불의사를 살펴보는 것을 통해 해당 기술이 소비자의 니즈와 부합하는 방향으로 발전되고 상용화되는데 필요한 제언을 도출하는 것을 목적으로 한다. 이를 위하여 가정에서 TV를 시청하는 것과 유사한 환경 및 대화면에 광시야각 영상 기술을 구현한 환경을 조성하여 실험을 통해 UWV 파노라마 영상에 대한 소비자의 선호와 비용지불의사를 파악하였다. 연구결과, 두 실험환경 모두에서 소비자는 기존 16:9의 영상 비율인 UHD 대비 UWV를 상대적으로 더 선호하는 것으로 나타났으며, 이용의사와 비용지불의사가 보통 이상의 수준으로 나타났다. 또한 UWV 파노라마 영상에 대한 소비자의 최대지불의사 금액과 해당 금액의 책정이유를 개방형 질문으로 탐색본 결과, UWV의 장점인 몰입감, 생동감 등이 추가적인 지불의사 금액에 긍정적 영향을 미치며, 실제 UWV 영상을 접하거나 시청해보는 경험이 새로운 영상 기술에 대한 소비자 수용에 매우 중요한 요인으로 나타났다.

• 복식
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• 제58권4호
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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.

• 한국환경생태학회지
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• 제28권1호
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• pp.71-79
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• 2014

본 연구는 최근 홍천강의 생태적 기능을 되살리기 위해 계획 중인 생태하천 복원사업의 경제적 편익을 정량적으로 추정하는 것을 목적으로 하고 있다. 생태하천 복원사업의 결과물은 시장에서 거래되는 재화가 아니기 때문에 가격을 이용한 가치 측정에 어려움이 있으므로, 사용가치 및 비사용가치에 대한 지불의사액을 분석하는 조건부 가치측정법을 적용하였다. 또한 지불의사액이 0인 응답자들을 고려한 스파이크 모형을 추가적으로 이용하였다. 분석 결과 사업지 인근에서는 가구당 연간 3,300원~4,628원, 비사업지에서는 가구당 연간 1,308원~2,929원의 지불의사가 있었다. 이를 우리나라 전체로 확대할 경우, 홍천강 생태하천 복원사업의 경제적 편익은 현재가치로 약 976억 원~2,163억 원에 이를 것으로 판단된다.

• 한국주거학회논문집
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• 제22권4호
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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.

• 농촌지도와개발
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• 제20권3호
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• pp.701-727
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• 2013

농촌의 인구활력화, 지역경제 활성화, 농촌의 문화다양성, 농촌 가족사회의 유지, 그리고 농촌자원의 향상과 같은 다문화가족이 농촌사회에 미치는 영향 및 기여가치에 대한 WTP(Willingness to Pay)를 추정하기 위해, 농촌지역 41개 시 군에서 weibull model에 기초한 이중이선선택법으로 조사가 이루어졌다. 이어 추정모형을 개발하고 로지스틱(logistic)을 이용해 WTP를 추정하였다. 추정결과, 다문화가족의 기여가치 유지를 위해 농촌지역민이 평가한 WTP는 458억원이었고, 이것은 개개 농촌가구가 연간 13,840원을 지불할 수 있음을 의미한다. 비교준거로서 다문화가족 남편이 평가한 WTP는 502억원 이었고 이것은 개개 농촌가구가 연간 15,170원을 지불할 수 있음을 의미한다.

• Asian Journal of Innovation and Policy
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• 제5권2호
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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.

• 동아시아경상학회지
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• 제9권4호
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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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• 제15권1호
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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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• 제20권2호
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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.