• Journal of Korean Society of Rural Planning
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• v.20 no.3
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• pp.101-110
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• 2014

As a rise in national income has resulted in the growth in tourism demand, many studies on developing and managing tourism resources were publicized. In this context, this study was conducted to analyze the demand and willingness to pay(WTP) using contingent valuation method for agricultural experience of Daegu Urban Agriculture Park and to suggest a proper participation fee. The survey targeting Daegu citizens was performed, and we obtained 346 valid samples. We carried out the logistic analysis and figured out that sex, age, education and alienation area for urban agriculture affected to probability of agricultural experience participation. As the result of estimating willingness to pay(WTP), the measured range with this samples was from 6,052 to 16,436won. Finally, we also attained 25,000won as the proper participation fee which enables maximum revenue by conducting the scenario analysis. These findings are important in setting up the construction plan and pricing the appropriate participation fee for Daegu Urban Agriculture Park.

• Asian Pacific Journal of Cancer Prevention
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• v.16 no.14
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• pp.5733-5739
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• 2015

The primary objective of this study was to assess the knowledge of medical students and determine variation between different cultural groups. A secondary aim was to find out the willingness to pay for cervical cancer vaccination and the relationships between knowledge and attitudes towards Human Papillomavirus vaccination. A cross-sectional survey was conducted in a private medical university between June 2014 and November 2014 using a convenient sampling method. A total of 305 respondents were recruited and interviewed with standard questionnaires for assessment of knowledge, attitudes and practice towards human papilloma virus and their willingness to pay for HPV vaccination. Knowledge regarding human papilloma virus, human papilloma virus vaccination, cervical cancer screening and cervical cancer risk factors was good. Across the sample, a majority (90%) of the pupils demonstrated a high degree of knowledge about cervical cancer and its vaccination. There were no significant differences between ethnicity and the participants' overall knowledge of HPV infection, Pap smear and cervical cancer vaccination. Some 88% of participants answered that HPV vaccine can prevent cervical cancer, while 81.5% of medical students said they would recommend HPV vaccination to the public although fewer expressed an intention to receive vaccination for themselves.

• Korean Journal of Organic Agriculture
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• v.32 no.2
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• pp.203-231
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• 2024

Smart farm farmers invest a lot of facility costs, time and effort. Product differentiation using storytelling marketing is important for the profitability of smart farms, since it is not easy to differentiate products between fruits and vegetables grown in smart farms and conventional facilities. This study empirically analyzes the effect of storytelling marketing on consumers' value perception and willingness to pay for fruit and vegetables grown in smart farms. For this purpose, the survey is conducted on 1,050 consumers and the main results are as follows. First, as a result of evaluating consumers' value perception, consumers perceive the value of comparative products (product 2 and 3) to be higher than the base product (product 1). Product 2 and 3 provide richer stories than product 1. Second, the willingness to pay for product 3, which provides the richest story, was the highest, followed by product 2, and then product 1. This means storytelling marketing could be an effective strategy that increases the value of fruits and vegetables grown in smart farms. Third, more than half of the respondents are willing to use QR codes when purchasing fresh agricultural products. Farmers could use QR codes to provide rich stories for effective storytelling marketing.

• The Journal of Fisheries Business Administration
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• v.40 no.2
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• pp.27-48
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• 2009

The objective of this paper is to estimate consumer's marginal willingness to pay(MWTP) for cold chain system attributes of mackerel using choice experiment questionnaires. The survey data were analyzed by conjoint analysis method with multinominal logit model. The five cold chain system attributes with $2{\sim}4$ attribute levels were considered : low temperature safekeeping of fishing boats, a kind of transport truck and packing box, using degree of low temperature facility in distribution, mackerel price per fish(1kg). At least 827 people were asked to participate in the survey. The major findings and implications of this study can be summarized as follows : The estimated multinominal logit model is statistically significant and the total consumers willingness to pay for the improved cold chain system attributes is 6,476 won (per kg). Compared with the base price(2,500 won/kg), the estimated MWTP is 2.5 times higher than the base price. Therefore, the consumer has a willingness to pay for the fresh and safe fish products, even though more money is paid. To satisfy the consumer's needs, cold chain system is necessary in point of long-term. In this reason, The government's policy support is needed for promoting cold chain system in fishery, and a master plan should be prepared.

• Korean Journal of Agricultural Science
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• v.48 no.3
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• pp.545-555
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• 2021

This study aimed quantitatively to estimate the recent level of recognition of the public value of forests in Korea, to analyze the factors that affect their value, and to present implications. The average annual payment regarding the public value of forests estimated using the contingent valuation method was 234,170 won, broken down into 12 functionalities. The Tobit model was used to analyze demographic factors affecting the degree of willingness to pay, and the analysis showed that area of residence, age, marital status, occupation, household income, and visits to forest facilities all had statistically significant impacts on the degree of willingness to pay. Among these variables, living area (living in Seoul), marriage status (married), occupation (professional and office workers), and household income (more than the median income) were found to have a positive relationship with the degree of willingness to pay, while age and the number of visits to forest facilities were found to have a negative relationship. The implications are as follows: First, it is necessary to establish and implement policies to enhance positive perceptions of the various functions of forests and the legitimacy of protecting forest resources, considering that the public's valuation of various public functions provided by forests is directly related to changes in perception. Second, public evaluations of the public value of forests remain at a low level, meaning that education and promotions regarding the public value of forests need to be implemented and strengthened in the future. Finally, in order to form a consensus among people on the public functions of forests, customized promotions and educational events need to be implemented for non-Seoul residents, non-professionals, the unmarried, and for those who regularly visit forests.

• Journal of the Korea Institute of Information Security & Cryptology
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• v.24 no.4
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• pp.695-703
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• 2014

This paper studies the determinants of willingness to pay (WTP) for preventing personal information infringement. Most of previous studies only estimate the value of the WTP and, unlike them, this paper discusses personal information as an information good. Using a double-bounded dichotomous choice model, this paper empirically analyses the personal characteristics that determine the WTP for the protection of personal information. It contributes to the literature by proposing that gender, working status and communication cost are determinants for the WTP for the protection of personal information.

• Korean Journal of Organic Agriculture
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• v.32 no.2
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• pp.183-202
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• 2024

This study investigates the factors affecting Korean consumers' willingness to pay (WTP) for domestic and organic agricultural, livestock, and processed food products. The findings reveal that obesity status, drinking frequency, and dining out frequency positively influence WTP for both domestic and organic products across all categories, while higher personal income, a convenience-seeking lifestyle, and the tendency to make shopping lists have a negative effect. The factors influencing WTP for organic products differ partially based on the country of origin, with dining out expenditure, disease symptoms, purchase of processed foods, and avoidance of risky foods show different impacts between domestic and imported organic products. The category- specific analysis shows that the perceived nutritional value of domestic products significantly affects WTP, except for livestock products. Safety certification preference has a mixed impact, lowering WTP for domestic agricultural and livestock products but increasing it for domestic organic livestock and processed foods. These results provide valuable insights for developing segmentation and differentiation strategies in the domestic agricultural market.

• International Journal of Highway Engineering
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• v.18 no.5
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• pp.75-82
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• 2016

PURPOSES : This study was initiated to estimate the benefits from the campaign to prevent drowsy driving crashes on expressways. The study was conducted by the Korea Expressway Corporation using a contingent valuation method. METHODS : First, a questionnaire was designed for a preliminary survey. From the survey's results, the initial willingness to pay for the campaign was determined by averaging different amounts of payments chosen under virtual scenarios in the survey. The willingness to pay data was used to find a first bid price for the open-ended method used for the second survey. After that, a primary questionnaire was designed and conducted using a single dichotomous choice question (SDBCQ). Drivers at expressway resting areas were asked their willingness to pay for the campaign. Based on statistical analysis using data collected from the second survey, the mean willingness to pay was estimated using a probability utility function. Finally, the benefit from the campaign was calculated using the estimated willingness to pay and accident data on expressways. CONCLUSIONS : Based on the result from the contingent valuation method, the benefit from the campaign to prevent drowsy driving crashes was estimated to be 170.6 won per expressway trip. The benefit is to be paid as an additional toll. In addition, the traffic crash cost estimate is about 2,209,680,000 won less than the cost during the same period in 2014.

• Journal of Korean Society for Quality Management
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• v.52 no.1
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• pp.1-21
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• 2024

Purpose: This study seeks to explore the impact of COVID-19-induced boredom, a prevalent form of pandemic-related stress, on travel motivation and post-pandemic travel intentions. Additionally, it examines the interplay among travel motivation, travel constraints, and the willingness to pay more for travel experiences in the post-pandemic context. Methods: A PLS-SEM analysis was conducted to analyze the data. Data collection took place through an online survey in February and March 2021, with a total of 575 respondents participating. Participants provided responses regarding their current levels of boredom due to COVID-19, five different travel motivations, seven travel constraints, and their post-pandemic travel intentions. Additionally, participants were asked about their willingness to pay more for travel. Results: This study highlights the significant role of COVID-19-induced boredom in predicting post-pandemic travel intentions and the willingness to pay more for travel. Contrary to previous perceptions, boredom emerges as a driving factor, enhancing travel intentions during the pandemic. Additionally, relaxation becomes the primary motivation for travel during COVID-19, and structural constraints exert a noticeable impact on travel intentions, challenging previous assumptions. Stress levels directly influence the willingness to pay more during travel experiences, expanding the understanding of additional payment behavior in the context of travel. Conclusion: This study offers practical insights for tourism stakeholders. Recognizing and addressing boredom in marketing strategies, implementing aggressive additional payment options, and focusing on relaxation-oriented travel products are recommended to cater to post-pandemic traveler preferences and revive the tourism industry effectively.

• Journal of the Korean Society for Precision Engineering
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• v.33 no.5
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• pp.349-356
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• 2016

This study investigates the effects of convergence firefighter helmet attributes on consumer attitude toward the product and willingness-to-pay. The results of empirical analysis are as follows. First, consumer attitude toward the convergence product is more favorable when conciseness, economical efficiency, and the utility value of the convergence product's attributes are high, while consumer attitude toward the convergence product is less favorable when the perceived risk of the convergence product's attributes is high. Second, consumer willingness-to-pay for the convergence product is higher when conciseness, economical efficiency, and the utility value of the convergence product's attributes are high, while consumer willingness-to-pay for the convergence product is lower when the perceived risk of the convergence product's attributes is high. Based on our results, the implications are discussed for the further development of convergence products.