• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.8
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• pp.1139-1154
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• 2013

This study examined the effects of consumers' usefulness and the hedonic perception of their willingness to provide information and cooperation intention in the use of location-context based mobile product recommendation services for fashion stores. We examined the influence of consumers' beliefs regarding marketer's information practices on their perceptions of provided services. In addition, the moderating effects of consumers' epistemic curiosity and information control level were investigated. A total of 400 smartphone users were included as participants for the present study. The results showed that consumers who perceived information services as more hedonic and useful are more likely to provide personal information and cooperate with marketers. The findings of the study suggest that fashion retailers who plan to introduce mobile product recommendation services should pay attention to the hedonic aspects of the services. In addition, the effects of usefulness and hedonic perception of the two dependent variables were different according to the level of epistemic curiosity and information control.

• Information Systems Review
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• v.18 no.3
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• pp.185-207
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• 2016

This study investigated the relationship between privacy policy awareness and willingness to provide personal information. Online privacy policies published on the Internet aim to build the trust of consumers and reduce their concerns about the provision of providing personal information. This study uses FIP(FIP; Fair Information Practices) principles to measure awareness of privacy policy. The result of the survey indicates significant relationships among awareness of privacy policy of e-commerce websites, privacy trust, and privacy risk. Privacy policy aims to improve transparency of collection and use of personal information. A high level of privacy trust is related to a high level of willingness to provide personal information on an e-commerce website. A low level of privacy risk is related to a high level of willingness to provide personal information on an e-commerce website. This study found that disposition to trust moderates the relationship between privacy policy awareness and privacy trust. This study contributes to further research on the relationships among privacy policy awareness, privacy trust, and privacy risk. The result of this study can be used by companies that aim to build privacy trust and reduce privacy risk.

• Proceedings of the Korean Society of Computer Information Conference
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• 2022.01a
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• pp.191-194
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• 2022

This article aims to study the influence of the motivation and resistance of mobile payment on the willingness of elderly users to use it. A model for the willingness to use mobile payment is constructed based on the UTAUT model, using elderly people in China and South Korea as the research subjects. We found the following conclusions after analyzing the data with SPSS and AMOS, In general, social influence and performance expectations are the biggest drivers for mobile payment adoption among seniors, while perceived risk and cost are the biggest obstacles. This research can provide useful recommendations for the formulation of corporate strategies and provide new development directions and enlightenments for mobile payment companies.

• Korean Journal of Human Ecology
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• v.7 no.1
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• pp.113-129
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• 2004

This study was pursued to examine the differences in housewives' willingness of buying genetically modified(GM) Food by the basic knowledge and recognition toward GMO. The results could provide a basic information for the consumer education and consumer policy about genetically modified food. The final 723 observations collected using a questionnaire were analysed by frequency, percentage. mean, standard deviation, t-test.$X^2$. ANOVA. and duncan-test using the SPSS/WIN 10.0 programs. The main results were following (1) Consumers' basic knowledge about GMO was too low to understand or interpretate information regarding GM food which was provided or would be provided. So consumers education for very basic biology should be offered for consumer to understand and interpretate various information about GM food is provided. (2) Consumers didn't trust GM food information provided by government. however they wanted government to provide information regarding GM food. (3) The more basic biology knowledge consumer has, the better recognition of GM food and the higher possibility that they eat consumer has.

• Journal of Environmental Science International
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• v.20 no.3
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• pp.395-404
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• 2011

Weather forecasting is one of the key elements to improve health through the prevention and mitigation of health problems. Health forecasting is a potential resource creating enormous added value as it is effectively used for people. The purpose of this study is to estimate 'Willingness to Pay' for health forecasting. This survey was carried out to derive willingness to pay from 400 people who lived in Busan and Kyungnam Province and over 30 years of age during the period of July 1-31, 2009. The results showed that a 47.50% of people had intention to willingness to pay for health forecasting, and the pay was 7,184.21 won per year. Willing to pay goes higher depending on 'tax burden as to benefit of weather forecasting', 'importance of the weather forecasting in the aspect of health', 'satisfaction to the weather forecasting', and 'frequency of health weather index check'. This study followed the suggestion of the Korea Meteorological Administration generally and the values derived through surveys could be reliable. It can be concluded that a number of citizens who are willing to pay for health forecasting are high enough to meet the costs needed to provide health forecasting.

• The Research Journal of the Costume Culture
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• v.26 no.4
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• pp.598-612
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• 2018

This research aims to shed a light on the benefits and perceived risks to the willingness to use perceived by consumers, centering on design-customizing service catering to individuals' tastes and needs, and to study their impacts on the use of a design-customizing service. The validation of how benefits and perceived risks affect the intention to use showed that only aesthetic and self-expressive benefits had significant impacts on the willingness to use. However, only time/economic loss and self-design risks had negative impacts on the willingness to use a service. By gender, there was no difference in benefits and perceived risks to willingness to use for the benefit factors, whereas in terms of perceived risks to willingness to use factors. By age, there were also differences in the effects of benefits and perceived risks to purchase on the willingness to use a rash guard customizing service. There were variations in the perceived risks to the willingness to use and benefits depending on age. In particular, it was found that there were no perceived risks to the willingness to use for the age group of 10s. As design-customizing services based on individual tastes have drawn more attention recently, this research on the benefits and perceived risks to purchasing a rash guard design customizing service, as well as their effects on service use (particularly backed up by comparative analysis by gender and age), is expected to provide insights into design-customizing service strategy development.

• The Korean Journal of Community Living Science
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• v.23 no.3
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• pp.291-305
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• 2012

The purpose of this study was to explore the consumer responses such as willingness to pay premium and purchasing cost for fair trade coffee as an ethical product while considering the treatment effect of consumer knowledge. First, the levels of consumer knowledge, willingness to pay premium and purchasing cost were presented. Then, the influencing factors on willingness to pay premium and purchasing cost of fair trade coffee were analyzed by applying the treatment effect model. From the results, first, the level of willingness to pay premium was high and consumers having purchasing experience of fair trade coffee spent 9,923 won at once, while less than half of the consumers knew the fair trade coffee. Second, consumer knowledge, ethical judgement, perception of price value, education level and pocket money significantly influenced to willingness to pay premium, while consumer knowledge, information evaluation, importance of fair trade criteria and level of education significantly influenced to purchasing cost for fair trade coffee. Especially, consumer knowledge of fair trade coffee was an important influencing factor for willingness to pay premium and purchasing cost indirectly as well as directly. Thus, this study might provide some useful information for consumers to choose the ethical behavior and the related companies to create effective promoting strategies for ethical products.

• Asia pacific journal of information systems
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• v.19 no.4
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• pp.29-45
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• 2009

In the information age, cheap price of information processing and advances in personalization technology have allowed companies to enhance the relationships with their existing customers and to expand their customer base by effectively attracting new customers. However, most customers are reluctant to provide their personal information to companies. This study explores the tension between companies' desire to collect personal information to offer personalized services and their customers' privacy concerns. The psychological reactance theory suggests that when individuals feel that their behavioral choice is threatened or restricted, they are motivated to restore their freedom. Therefore, despite the expected benefits from personalized services, customers may perceive the services to be restrictive of their freedom to choose. This adverse effect may undermine the relationships between companies and their customers. We conducted experiments to explore the dynamic roles of transactional and environmental factors in motivating customers to provide personal information. We revisited online privacy issues from the perspective of psychological reactance. For the experiments, we created an online shop and randomly assigned the participants to one of the two experimental conditions-high and low levels of information requirements. The results of the experiment indicate that threatening the free choice serves as a transactional cost in online profiling. On the other hand, the expected benefits of personalization services have positive correlations with customers' willingness to provide personal information. This study explains privacy based on transactional and environmental factors. Our findings also indicate that the environmental factors such as the Internet privacy risk and trust propensity do not significantly affect the willingness to provide personal information when firms required much personal information. Implications and contributions are discussed.

• Korean Journal of Organic Agriculture
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• v.28 no.3
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• pp.273-288
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• 2020

The purpose of this study is to estimate farmers' willingness to accept (WTA) of direct payment for increasing public benefit using the contingent valuation method. The double-bounded dichotomous choice and the open-ended question were used to measure WTAs for basic form and optional form, respectively. The results show that WTA for basic form was inversely proportional to the acreage. WTAs were KRW 1,694,001 with 2 ha or less, KRW 1,617,789 with over 2 ha~6 ha, and KRW 1,562,977 with over 6 ha. The results also indicate that WTAs for optional form are similar to payments of agricultural environmental conservation program except physical (chemical) control of pests and weed. The results of this study can provide useful information for the establishment of direct payment for increasing public benefit.

• Information Systems Review
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• v.22 no.2
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• pp.101-120
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• 2020

This study investigates the effects of privacy psychological characteristics of B2C logistics services users on their willingness to comply with their logistics companies' information protection policy. Using cognitive valence theory as a theoretical framework, this study proposes a research model to examine the relationships between users' logistics security knowledge, privacy trust, privacy risk, privacy concern, and their willingness of information protection policy compliance. To test the proposed model, we conducted a survey from actual users of logistics services and collected valid 151 samples. We analyzed the data using a structural equation modeling software. The empirical results show that logistics security knowledge positively affects privacy trust; privacy concern positively influences privacy risk; privacy trust, privacy risk, and privacy concern positively influence behavioral willingness of compliance. However, logistics security knowledge does not affect behavioral willingness of compliance. The results of the study provide several contributions to the literature of B2C logistics services domain and managerial implications to logistics services companies.