• The Journal of Asian Finance, Economics and Business
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• v.8 no.8
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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.

• The Korean Journal of Food & Health Convergence
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• v.7 no.5
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• pp.9-16
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• 2021

The purpose of this study aims to confirm the importance of customer selection attributes of beef restaurants. This study found a selection attributes for a beef specialty restaurant, and proved the hypothesis through empirical analysis. Along with the increase in income levels over the past decade, the restaurant industry has grown. In contemporary society, where quality of life is becoming more important, the restaurant industry has expanded the importance of service quality. In particular, for meat consumption, per capita beef consumption is expected to increase every year; the effect of the Korea-U.S. Free Trade Agreement is also expected to further increase the consumption of high-quality and high-priced U.S. beef. However, like the study of general restaurant-selection factors in restaurant management research, studies of beef restaurants and commercial studies considering consumers' selection attributes are scarce. This study verified the characteristics of consumer choice for restaurants specializing in beef, and how quality, price, restaurant atmosphere, and employee service impacted customer satisfaction. We suggest that beef restaurants should focus more on atmosphere and service in addition to food price and quality, which are the choice factors for restaurants in general. This study empirically verified the importance of selection attributes, providing theoretical and practical implications.

• Journal of the Korean Society of Food Culture
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• v.19 no.1
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• pp.83-93
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• 2004

A total of 321 salaried employees were surveyed by a questionnaire to assess consumers perceptions on factors influencing their food choices when they go to a restaurant. The questionnaire consisted of 5 pages and each page contained a same 26 popular food list from various restaurants in JinJu in a column and 5 attributes (e.g. taste, price, fullness, healthiness) in a row. So the respondents were asked to rate a total 25 attributes on the points which the columns and the rows met, using a 5-point scale. The data were analyzed using the SAS program for factor analysis. Five factors which influence consumer's restaurant choice were emerged. They were named as follow: Factor 1:preference and purpose, Factor 2:taste, Factor 3:snack, Factor 4:convenience, Factor 5:concern about obesity. Most of respondents were satisfied with the taste and the healthiness of foods of restaurants in Jin-Ju. The younger and the female groups had more positive attitudes on eating out andi willing to use it frequently. Fullnes, healthiness, and price were important criteria in choice and preference of a restaurant. However, they didn't much consider the food safety. Taking account of the character of Korean food about fullness, healthiness, and resonable price, consumers might prefer Korean food to fast food or foreign food.

• Asia Marketing Journal
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• v.15 no.4
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• pp.33-49
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• 2014

Environmental concern has been an important issue for a few decades, and the extent of consumer demand for eco-friendly consumption has been increased. This study seeks to investigate consumers' willingness to pay (WTP) a premium for eco-friendly cosmetics. This study evaluates how much more a consumer is willing to pay for eco-friendly cosmetics and examines significant factors influencing consumers' WTP for eco-friendly cosmetics. Consumers' WTP is measured using four different ecofriendly cosmetics: low-priced skin care cosmetics, low-priced makeup cosmetics, high-priced skin care cosmetics, and high-priced makeup cosmetics. This study uses the contingent valuation method (CVM) to estimate consumer's WTP for eco-friendly cosmetics. Survey questions were designed using both dichotomous choice and payment card method of CVM. Through face to face interviews and on-line surveys, the data were collected from women between 20 and 49 years old residing in Seoul and Kyeonggi area, Korea, in May 2010. A total of 226 questionnaires (132 from interviews and 94 from on-line) were included for the analytical sample in this study. The data were analyzed using descriptive analysis, T-test and Log-Logit analysis. The findings are as follows: First, the WTP measured by dichotomous choice method was estimated using the Log-Logit analysis. The results showed that the estimated WTP for low-priced skin care cosmetics was 19,152 won, which was 27.7% higher than the reference price, 15,000 won. For low-priced makeup cosmetics, the estimated WTP was 18,524 won, and its green premium was 21.0%. The estimated WTP for high-priced skin care cosmetics was 59,128 won, which was 18.3% higher than the reference price, 50,000 won. For high-priced makeup cosmetics was 57,666 won, and its green premium was 15.3%. Second, the WTP measure by payment card method was estimated using descriptive analysis. The results showed that the respondents were willing to pay 17,955 won for low-priced skin care cosmetics, which was 19.7% higher than the reference price, 15,000 won and 17,595 won for low-priced makeup cosmetics, which was 17.3% higher than the reference price. For high-priced skin care cosmetics, the average WTP was 56,950 won which was 13.9% higher than the reference price, 50,000 won. For high-priced makeup cosmetics, the average WTP was 55,650 won, which was 11.3% higher than the reference price. Overall, the WTP was higher in order of low-priced skin care, low-priced makeup, high-priced skin care, and high-priced makeup. It means that consumers decide degree of premium based on the price and the attributes of eco-friendly products. Third, the findings showed that age, monthly income, and having children or not were statistically significant factors that influenced consumers' willingness to pay for eco-friendly cosmetics. Other explanatory variables such as education, marital status, job, purchase experience of eco-friendly products, and environmental concerns did not show any statistical significance. The major contribution of this study is the investigation of the value of green attributes of the products by using CVM. Unlike most previous researches, this research used two methods of CVM, the dichotomous choice and the payment card, so it enhanced the reliability of research. According to this study, consumers showed price sensitivity when they pay green premium. These findings can be used as useful information to establish marketing strategies for green cosmetics.

• Fashion & Textile Research Journal
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• v.11 no.3
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• pp.417-426
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• 2009

This study is to examine the structural relationships among store choice attributes, consumption emotion, relationship quality, and loyalty of Outlet. The data were collected from customers who have purchased clothing at the fashion outlet stores, For data analysis and structural equation model were analyzed by using LISREL. The subjects were male/female consumer experienced in purchasing clothes at fashion outlet stores. The results of this study are as follows: First, product, advertising, and instore atmostphere had significantly positive effect on consumption emotion. Second, consumption emotion had significantly positive effect on relationship quality(consumer's satisfaction and trust) and loyalty. Third, relationship quality(consumer's satisfaction and trust) had significantly positive effect on loyalty.

• Ocean and Polar Research
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• v.33 no.2
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• pp.149-157
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• 2011

As tourist are becoming increasingly environmentally conscious, government and related companies need to establish policies or strategies that encourage ecotourism. The aim of this study is to analyze individual preferences and estimate shadow prices, namely, willingness to pay for coastal wetland ecotourism. This study applies a contingent choice method to measuring marginal WTP for each attribute (tour duration, number of visitors, guide, program) of coastal wetland ecotourism. The finding herein contribute to complementing the valuation methods by estimating various attributes of coastal wetland ecotourism and providing policy-makers with useful methodological framework and quantitative information in the decision-making process related to ecotourism.

• Korean Journal of Community Nutrition
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• v.28 no.4
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• pp.329-339
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• 2023

Objectives: This study aims to explore consumer awareness and usage patterns of local food in Jecheon city during the COVID-19 pandemic, contributing to the establishment of the Jecheon City Food Plan. Methods: Surveys were conducted from July 24 to August 24, 2021, using a combination of web-link and self-administered methods for adults living in Jecheon city (n = 250). Descriptive analysis, t-test, importance and satisfaction analysis (ISA) of local food choice attributes were performed using SPSS Statistics. Results: Participants prioritized freshness when purchasing agricultural products. The freshness of Jecheon local food was the selection attribute with the highest consumer satisfaction and could provide purchase motivation. Approximately 73.6% of respondents understood the concept of local food, and 70% were familiar with Jecheon's local food. Notably, 94.8% expressed an intention to purchase but held negative views on selling local food in other areas. The need to increase the supply of local food to vulnerable populations and public school catering was highly recognized. The ISA identified 'affordable price', 'delivery service', and 'product information' as areas requiring improvement. On the other hand, 'freshness of products', 'quality for the price', and 'support for local farmers and economy' were identified as attributes to be maintained and strengthened. Conclusions: Consumers in Jecheon city recognized local foods as more than just 'consumer goods'. Our findings suggest the need for further research on local food revitalization and more comprehensive local food planning to enhance consumer satisfaction.

• The Journal of Korean Institute of Communications and Information Sciences
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• v.40 no.1
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• pp.115-123
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• 2015

As LTE service and smartphone are emerging as the mainstream of mobile communications market, the value and importance of mobile data service has been further increased. MNO(mobile network operator)s already recognized the data service as essential market needs, and have appealed to consumers based on various satisfaction elements of data service such as faster transmission speed, expended data volume provided as default, and introduction of unlimited plan. So, in the smartphone market where has been mature, investigating what service attributes affect users' selection of data service is very meaningful from the perspectives of both the industry and the academic. Under this background, this study explores determinants influencing consumer's choice for mobile data service and analyzes relative importance of the attributes among different type of users. The findings of this study makes us extend our understanding of consumer characteristics and their service needs in data service centric era, and it provides some implications for establishing telecommunications policies and business strategies.

• Journal of the Korean Society of Food Culture
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• v.33 no.6
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• pp.558-566
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• 2018

This study examined the consumers' perception of edible insect foods and carried out importance-satisfaction research on the choice attributes of edible insect foods. Through this, the potential of food materials as future food resources was evaluated and foundational data was provided to devise marketing strategies required to develop products made from edible insect foods. According to the results, females had more information on edible insect foods than males (p<0.05), and males gained higher points in trying new foods (p<0.001), overall satisfaction (p<0.001), and purchase intention (p<0.01) than females. Both importance (p<0.05) and satisfaction (p<0.001) about the mean of the choice attributes of edible insects were higher in males than females. The sustenance area showed high importance and high satisfaction, including taste, smell, freshness, sanitation, safety, and shelf-life. Accordingly, to understand edible insect foods properly, it is important to deliver information constantly and publicize them aggressively. In addition, it is necessary to develop various kinds of food made from edible insect foods and functional foods utilizing their nutritive value.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.14 no.2
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• pp.181-190
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• 2019

The purpose of this study is to help the understanding of the housing market through the influence of consumer choice attributes and financial policy on home buyer behavior. The key issue in the analysis is to take into account moderate effect of housing investment demand between different types of housing attribute choice and financial policy. The results of the study are as follows. First, convenience, education location, and neighborhood level have a significant effect on the purchase intention of the housing. Second, government policy have no significant influence on the purchase intention of the house. Third, the moderating effects of real estate investment outlook are that the neighbors level and interaction variables have a statistically significant effect on the purchase intention of the house. Since the government's financial policies do not affect the decision to buy a house, in reality, excessive regulation may reduce the quality of housing welfare for the first time home buyers. As a result of this study, the financial policy of the government does not affect the decision of the purchase of the house. In reality, the excessive regulation may reduce the quality of the housing welfare for the first time home buyer. Only an analysis which combines these aspects of consumer's choice can adequately describe and explain the actual change in demand in the residential market.