• 한국식생활문화학회지
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• 제22권6호
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• pp.794-800
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• 2007

The purpose of this study was to measure the tourists' preference for alternative restaurants with different combinations of 4 attribute levels: origin description, food type, price and service guarantee. A total of 210 questionnaires were completed from tourists who visited Kwangyang, Suncheon and Yeosu during Jan. 2 - Jan. 15, 2007. Conjoint experiment method was used to develop hypothetical restaurants. Ordinal probit model was used to measure the effects of attribute levels on the tourists' preference. Results of the study demonstrated that the ordinal probit model analysis result for the data indicated excellent model fit. The effects of attribute levels (origin description, traditional food, fusion food, price, service guarantee) on the tourists' preference were statistically significant. As expected, estimates of marginal willingness to pay for origin description(3.063), food type(2.349), and service guarantee(2.356) were statistically significant. Moreover, tourists were more willing to pay for origin description than other attribute levels. Tourists also considered the origin description as the very important attribute. In conclusion, based on conjoint analysis, a model was proposed of marginal willingness to pay of attribute levels. It should be noted that the original model was modified and should, preferably, be validated in future research.

• 대한설비공학회:학술대회논문집
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• 대한설비공학회 2009년도 하계학술발표대회 논문집
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• pp.650-655
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• 2009

In this study, a consumer willingness to pays for residential heating systems are estimated by economic valuation method. The major Korean residential heating systems in apartments are central heating system (CH), district heating system (DH), and individual heating system (IH). However, DH and IH systems are adopted in newly constructed apartments. Each heating system has own characteristics which residents can identify and value. 700 households in apartment were surveyed to analyze the preference of the residential heating systems and to estimate willingness to pay. We find that the households in DH system are more satisfied with their heating system than the households in other systems overall and that consumers prefer an apartment with DH system than with IH system and the willingness to pay for IH system is less than DH system. The results indicate that DH system has the relative premium which may be caused by the safety and the convenience to manage the system.

• 한국콘텐츠학회논문지
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• 제13권8호
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• pp.348-359
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• 2013

콘텐츠 유료화의 핵심은 소비자의 지불의사(Willingness to Pay)이다. 전통적으로 주파수를 통한 무료시청이 가능했던 지상파 콘텐츠의 온라인 유료 이용이 증가하고 있으며 지상파 콘텐츠 역시 콘텐츠 서비스에 대한 소비자 지불의사가 중요해지고 있다. 본 연구는 온라인을 통한 지상파 콘텐츠 유료 지불의사에 미치는 요인을 저작권 보호에 대한 인식, 콘텐츠 특성, 플랫폼 특성으로 나누어 살펴보았다. 분석 결과, 저작권에 대한 인식에서는 유료이용태도 요인 및 주관적 규범 요인, 콘텐츠 특성에서는 콘텐츠 신속성 요인, 플랫폼 특성에서는 서비스품질, 사회적 임계점, 서비스 기대가치 요인이 온라인에서의 지상파 방송 동영상 콘텐츠의 지불의사결정에 영향을 미치는 것으로 나타났다. 이 연구를 통해 치열해지는 방송통신 융합 환경속에서 콘텐츠를 매개로 한 플랫폼 경쟁력 확보 및 소비자와 보다 더 밀착된 관계유지를 위한 많은 노력이 필요하다는 함의를 찾을 수 있다.

• 자원ㆍ환경경제연구
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• 제31권4호
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• pp.619-644
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• 2022

본 연구는 최근 지하수의 오염이 사회적 이슈가 되고 있어 다양한 수질개선 정책 사업을 추진하고 있는 제주도의 지하수 수질개선에 대한 편익 측정을 목적으로 한다. 조건부가치측정법을 이용하여 제주도 주민을 대상으로 설문을 진행하여 542명의 응답 자료를 분석하고 16개의 모델을 활용하여 각 평균 지불의사액을 추정하였다. 이중경계 양분모형의 추정 결과, 가구당 연 28,008원의 지불의사가 있는 것으로 확인되었으며, 모형에 따라 최소 17,762원, 최대 37,416원의 지불의사가 추정되었다. 제주도 지하수 수질개선에 따른 연간 총 편익을 약 86억 6천만 원으로 추정하였으며 지불의사에 영향을 미친 사회경제학적 요인들을 탐구하였다. 본 연구는 제주도의 특수한 수자원 환경에 대한 이해를 도와 환경개선 정책 마련을 위한 기초 자료가 될 것으로 기대한다.

• 자원ㆍ환경경제연구
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• 제9권5호
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• pp.829-851
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• 2000

This study used the contingent valuation method to determine how much consumers would be willing to pay to improve their city-gas safety and what factors influence consumers' willingness-to-pay (WTP). To elicit this information a mail questionnaire was sent to a randomly selected sample of 2,400 residents who use the city-gas. The survey results showed that individuals were willing to pay $4,750{\pm}342.8$ won per month for the city-gas safety improvement. The aggregate annual WTP was estimated at 121.5~318.0 billion won. To better understand how individual's socio/demographic characteristics affect the WTP, Censored Tobit analysis was used. The results show that higher income, more gas use (cooking and heating), willingness to install a safety instrument significantly increase consumer's WTP.

• 농촌계획
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• 제13권1호
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• pp.33-40
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• 2007

The purpose of this paper is to analyze the value of stone fences in Jeju Island. The result that executes attitude survey to local resident and visitor can be summarizing as following. First are the function and the value of Jeju traditional stone fences. Local resident favored the culture heritage succession and evaluated its' usage Value highly. Visitors also have favored rural landscape offer function and evaluated inheritance value (Bequest Value) highly. Secondly, 80.5% of visitors, 78.1% of local resident have formed opinion about preservation of traditional stone fences. But the Willingness to pay for traditional stone fences fund was raised by 38.6% in local resident and 55.7% in visitor. The reason that willingness to pay does not exist is that it is chargeable to connection group and government, or it has no money to pay. Thirdly, local resident wanted to use made up stone fence preservation fund in rural landscape offer function. Visitor wanted that it is used to raise various function of stone fence.

• The Journal of Asian Finance, Economics and Business
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• 제8권8호
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• pp.465-473
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• 2021

This study is the application of a choice experiment to assess Mekong Delta urban households' preferences and motivations for ecosystem conservation in the U Minh forest. The study applied a choice modeling approach to estimate the economic values of the proposed ecosystem conservation program in the U Minh forest by accessing urban consumer preferences and their willingness to pay for the project. Discrete choice experimental data was collected from 450 residents in the cities of the Vietnamese Mekong Delta. The multinomial logit model was employed to identify consumer's stated preferences for the environmental and sustainability attributes of the conservation project. The results showed that Mekong Delta urban residents paid much attention to the proposed project to protect and develop the U Minh forest. In addition, the results showed that higher education, income, and knowledge of the U Minh forest revealed a higher likelihood of selecting the project, while the older residents would select the status quo more than the younger ones. The study also proved that the effect of participation had a strong impact on the willingness to pay for the project. The findings could be useful for policymakers to take action to raise resident's awareness and willingness to pay for the U Minh forest project.

• 한국ITS학회 논문지
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• 제9권4호
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• pp.113-122
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• 2010

지하철의 유지보수성, 경제성 등의 문제점을 보완하기 위하여 현재 차세대전동차 시스템 개발연구가 활발히 진행되고 있으며, 이는 지하철의 첨단성, 승객편의성, 시스템 안전성 및 신뢰성확보를 목적으로 하고 있다. 이러한 시점에서 차세대 전동차 개발이 지하철 이용자들에게 미치는 영향에 대한 사전연구가 필요하며, 본 연구에서는 서울시 지하철 1~8호선 이용자를 대상으로 차세대전동차 시스템 도입에 따른 지불의사금액 및 결정요인을 도출하였다. 차세대전동차 시스템 도입에 따른 이용자의 편의성(운행속도, 승차감, 안전성, 쾌적성, 보안성, 정보성)에 대한 지불의사금액 도출을 위하여 Price Sensitivity Method(PSM)를 적용하였으며, 지하철 이용자를 대상으로 차세대전동차 도입시 발생하는 효과에 대한 정의를 상세히 설명하고, 추가지불의사금액(willingness to pay) 및 결정요인을 조사하였다. 분석결과 차세대전동차 시스템 도입에 따른 지불의사금액의 범위는 148원~161원이 도출되었으며, 지불의사금액 결정요인은 지하철 이용자의 "성별", "이용횟수", "쾌적성 만족도", "보안성 만족도"가 영향을 미치는 것으로 분석되었다.

• 한국유기농업학회지
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• 제12권3호
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• pp.317-331
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• 2004

Foci of this thesis arc an estimation of willingness to pay and an establishment of green marketing strategics for environment-friendly agricultural products(EFAR). Estimations of willingness to pay for grain, vegetables, fruit and processed food-stuffs arc respectively 20.6%, 20.2%, 19.3% and 17.2% higher than agricultural products produced by conventional farming method. And a green mark6ting mix for EFAP is as follows; Erst, a product strategy focuses on producing safe and high-quality foods by environment-friendly agriculture(EFA) to point to consumer’s health and desire for environmental preservation. Second, in a price strategy, the balance of three factors should be kept, namely the environmental value the true quality as food materials and the price of EFAP. Third, a place strategy is to reduce waste matters, resource and energy uses in marketing chain, and to simplify marketing channels. Also, it is necessary to choose the marketing channel for price discrimination. Fourth, a promotion strategy make use of programs that emphasize the multi-function of EFA.

• 농촌계획
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• 제20권3호
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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.