• Journal of Intelligence and Information Systems
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• v.20 no.4
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• pp.59-87
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• 2014

In MIS field, the researches on payment services are focused on adoption factors of payment service using behavior theories such as TRA(Theory of Reasoned Action), TAM(Technology Acceptance Model), and TPB (Theory of Planned Behavior). The previous researches presented various adoption factors according to types of payment service, nations, culture and so on even though adoption factors of identical payment service were presented differently by researchers. The payment service industry relatively has strong path dependency to the existing payment methods so that the research results on the identical payment service are different due to payment culture of nation. This paper aims to suggest a successful adoption factor of noble payment service regardless of nation's culture and characteristics of payment and prove it. In previous researches, common adoption factors of payment service are convenience, ease of use, security, convenience, speed etc. But real cases prove the fact that adoption factors that the previous researches present are not always critical to success to penetrate a market. For example, PayByPhone, NFC based parking payment service, successfully has penetrated to early market and grown. In contrast, Google Wallet service failed to be adopted to users despite NFC based payment method which provides convenience, security, ease of use. As shown in upper case, there remains an unexplained aspect. Therefore, the present research question emerged from the question: "What is the more essential and fundamental factor that should takes precedence over factors such as provides convenience, security, ease of use for successful penetration to market". With these cases, this paper analyzes four cases predicted on the following hypothesis and demonstrates it. "To successfully penetrate a market and sustainably grow, new payment service should find non-customer of the existing payment service and provide noble payment method so that they can use payment method". We give plausible explanations for the hypothesis using multiple case studies. Diners club, Danal, PayPal, Square were selected as a typical and successful cases in each category of payment service. The discussion on cases is primarily non-customer analysis that noble payment service targets on to find the most crucial factor in the early market, we does not attempt to consider factors for business growth. We clarified three-tier non-customer of the payment method that new payment service targets on and elaborated how new payment service satisfy them. In case of credit card, this payment service target first tier of non-customer who can't pay for because they don't have any cash temporarily but they have regular income. So credit card provides an opportunity which they can do economic activities by delaying the date of payment. In a result of wireless phone payment's case study, this service targets on second of non-customer who can't use online payment because they concern about security or have to take a complex process and learn how to use online payment method. Therefore, wireless phone payment provides very convenient payment method. Especially, it made group of young pay for a little money without a credit card. Case study result of PayPal, online payment service, shows that it targets on second tier of non-customer who reject to use online payment service because of concern about sensitive information leaks such as passwords and credit card details. Accordingly, PayPal service allows users to pay online without a provision of sensitive information. Final Square case result, Mobile POS -based payment service, also shows that it targets on second tier of non-customer who can't individually transact offline because of cash's shortness. Hence, Square provides dongle which function as POS by putting dongle in earphone terminal. As a result, four cases made non-customer their customer so that they could penetrate early market and had been extended their market share. Consequently, all cases supported the hypothesis and it is highly probable according to 'analytic generation' that case study methodology suggests. We present for judging the quality of research designs the following. Construct validity, internal validity, external validity, reliability are common to all social science methods, these have been summarized in numerous textbooks(Yin, 2014). In case study methodology, these also have served as a framework for assessing a large group of case studies (Gibbert, Ruigrok & Wicki, 2008). Construct validity is to identify correct operational measures for the concepts being studied. To satisfy construct validity, we use multiple sources of evidence such as the academic journals, magazine and articles etc. Internal validity is to seek to establish a causal relationship, whereby certain conditions are believed to lead to other conditions, as distinguished from spurious relationships. To satisfy internal validity, we do explanation building through four cases analysis. External validity is to define the domain to which a study's findings can be generalized. To satisfy this, replication logic in multiple case studies is used. Reliability is to demonstrate that the operations of a study -such as the data collection procedures- can be repeated, with the same results. To satisfy this, we use case study protocol. In Korea, the competition among stakeholders over mobile payment industry is intensifying. Not only main three Telecom Companies but also Smartphone companies and service provider like KakaoTalk announced that they would enter into mobile payment industry. Mobile payment industry is getting competitive. But it doesn't still have momentum effect notwithstanding positive presumptions that will grow very fast. Mobile payment services are categorized into various technology based payment service such as IC mobile card and Application payment service of cloud based, NFC, sound wave, BLE(Bluetooth Low Energy), Biometric recognition technology etc. Especially, mobile payment service is discontinuous innovations that users should change their behavior and noble infrastructure should be installed. These require users to learn how to use it and cause infra-installation cost to shopkeepers. Additionally, payment industry has the strong path dependency. In spite of these obstacles, mobile payment service which should provide dramatically improved value as a products and service of discontinuous innovations is focusing on convenience and security, convenience and so on. We suggest the following to success mobile payment service. First, non-customers of the existing payment service need to be identified. Second, needs of them should be taken. Then, noble payment service provides non-customer who can't pay by the previous payment method to payment method. In conclusion, mobile payment service can create new market and will result in extension of payment market.

• Cartoon and Animation Studies
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• s.38
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• pp.259-286
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• 2015

This study investigates the effect of the motivation to use webtoon and the convenience of use(the character of the webtoon service) on the interactivity, and then examines how the interactivity affect the webtoon user's satisfaction and willingness to pay. Using factor analysis, this study found two motivations to use webtoon including 'information acquisition', 'entertainment and easiness of access'. These motivations have an influence on the interaction of the content and Webtoon's user and of Webtoon's users. The motivation of the entertainment and easiness of access is more influential to user's interactivity. The convenience of use is divided two types that are the convenience of the searching information and service. The convenience of webtoon service has positive influence of two types of interaction. The last results find that webtoon user's satisfaction is influenced by gender, the convenience of the searching information and using service. The satisfaction of the female user is higher than man. The more convenience of use is, the more satisfaction of users will be. Willingness to pay is influenced by age, the convenience of webtoon service, and the user's interactivity. The older users are, the more convenience of webtoon service is, and the more the user's interactivity, the higher willing to pay will get. The implications of the findings are discussed in terms of the way to change the profit structure of webtoon service and suggest to increase the interactivity in webtoon service.

• Journal of Korean society of Dental Hygiene
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• v.9 no.4
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• pp.644-658
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• 2009

Objectives : This study was to find out the status of job satisfaction and intent to leave the job for dental hygienists, and those factors affecting their intent to leave, so as to prevent dental hygienists from leaving their jobs in advance, and to strive for extending the life span of the job, contributing to improve dental care services provided by dental hygienists. Methods : The data were collected from 280 dental hygienists working in dental clinics or hospitals in Busan and Gyeongnam area by using a structured and self-administered questionnaire through mail, from February 1 to March 15, 2009, and were analyzed by using SPSS WIN 14.0 program. Results : First, It was the most prevalent for the dental hygienists surveyed to be between 100 to 149 thousand won in the level of monthly as 42.3%, and to be the assistance of dental examination and treatment for main duty as 62.5%. Leaving job was experience by 51.6% of the subjects, with work condition as the most common reason for 32.2%. Second, the degree of job satisfaction was 3.4 points overall in the score of 5 point Likert's scale on the average, showing affirmative level above the average, and significantly different according to certain characteristics such as age, education level, total years of work career, years of work career in the current job, monthly salary level, whether to provide monthly paid leave, and the number of patients treated per day. It also was significantly correlated with some structural factors and variables consisting attitude and value, including equity in pay(r=0.612), job perception as dental hygienist(r=0.573), work environment(r=0.552), self growth(r=0.531), affirmative attitude(r=0.421), and so on. Third, the mean score of intent to leave was 2.73 overall and lower than the average, showing significant relationship with some characteristics, such as age, marital status, education level, total years of work career, years of work career in the current job, monthly salary level, whether to provide monthly paid leave, and the number of patients treated per day. Intent to leave also showed the highest correlation with job satisfaction(r=-0.708), followed by equity in pay(r=-0.482), self growth (r=-0.453), job perception as dental hygienist(r=-0.392), work environment(r=-0.362), etc. Forth, job satisfaction was significantly influenced by some factors including equity in pay, followed by job perception as dental hygienist, relationship with fellow colleagues, affirmative attitude and work environment, and so on. Fifth, the intent to leave was significantly affected not only by job satisfaction but also by some structural factors including equity in pay, self growth and job perception as dental hygienist. Conclusions : The above results showed that the equity in pay was the most important factor for the intent to leave the job as well as job satisfaction among dental hygienists, thus suggesting that systematic measures should be provided to improve the job satisfaction to prevent economic loss due to leaving job frequently, and to provide pertinent reward system as a profession to enhance the motivation for accomplishment on job for dental hygienists.

• Journal of Korean Society of Forest Science
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• v.86 no.1
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• pp.87-97
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• 1997

In this research, photo images of uncultivated marginal lands were simulated to visualize alternative land use patterns using image capture technology. Based on an original photos, 3 simulated images were created ; barren condition, aforested condition and shrub-covered condition. The simulated images were then used to evaluate respondents' visual preference(SBE value) and willingness to pay for the agricultural development tax as a hypothetical payment vehicle. The SBE values for barren condition are the lowest, as expected. When original condition is changed to forested or shrubbed, the SBE values are increased significantly. The logistic models for the willingness to pay for the various alternative land uses performed significantly, ${\rho}$ statistics for 6 models ranges from 0.3 to 0.4 and correct percentage for predicted probability are about 75%. Among independent variables, the amount of tax offered is the most influencing factor to predict the probability. Income also shows some relationship with no statistical significance. Other variables behave inconsistently in the model. When SBE and WTP are correlated, rather consistent trends can be observed. With the increase of SBE, WTP predicted by the model increases accordingly. It can be concluded that enhancement of scenic quality of the agricultural lands leads to increase of people's willingness to pay to support the rural environmental conservation.

• Journal of Digital Convergence
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• v.10 no.8
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• pp.21-28
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• 2012

The study aims to explore industrial and firms' strategic factors affecting diffusion of digital convergence by studying major global IPTV markets. Market and firm variables are selected using the Industrial Organization's SCP approach. Data for the variables are collected from global 31 IPTV operators representing 20 countries. The analysis indicates that the penetration of broadband Internet and the market share of a dominant player in the Pay TV positively affect the penetration of the IPTV service, whereas the penetration of Pay TV, ARPU, firms' strategy and resource do not have influence on its penetration. The study is the cross-country analysis and contributes to the media study by exploring the relationship between market variables and the development of convergent media. Consequently, the study is expected to help policy makers tailor their digital policy for local environment.

• KSCE Journal of Civil and Environmental Engineering Research
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• v.37 no.2
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• pp.379-387
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• 2017

As the average load factor of High-Speed Rail (HSR) trains increased up to 98%, it caused uncomfortable crowdedness in the cabin and deteriorated the level of service to the HSR users. In this paper, we estimated the willingness-to-pay (WTP) of the HSR users for mitigating the crowdedness in the cabin. The contingent valuation method based on the stated preference data was used and the tobit model was applied for the estimation of WTP. It can be concluded that WTP for mitigating the crowdedness in the HSR trains is proportional to the congestion level of train and income level of user. Males, first-class users, not-assigned ticket users, and monthly pass users have relatively higher WTPs, while homemakers, travelers in weekends, commuters and leisure travelers have relatively lower values. The results can provide the fundamental information to estimate the benefits of mitigating crowdedness or the magnitude of governmental subsidy to railway operators for additional introduction of HSR trains.

• Journal of Information Technology Applications and Management
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• v.21 no.1
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• pp.17-34
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• 2014

As the numbers of Internet users have grown dramatically in recent years due to increased use of mobile devices, businesses using internet are also expanding rapidly. Internet marketing has the advantage of expanding business without any constraint of time and space using the global network which connects tens of thousands of world's computers and mobile devices. In a way of utilizing internet marketing, the present study examines the applicability of Customer Relationship Management (CRM) to the domestic professional baseball industry in Korea. The study focuses on the issue of whether the intangible value of customer satisfaction can create higher profits. We combine both inductive and conductive methods for this study. First, we carry out a random survey of baseball spectators and find that customers are willing to pay more when their satisfaction level is improved. Next, we recognize satisfaction factors that are considered as important by customers through literature survey. Then we use Decision Tree to find which satisfaction factors are most important to each clustered customer group. Finally we estimate how much they would pay more when the most important satisfaction factor improves by each customer group. Therefore, this study demonstrates that CRM implementation to one-to-one internet marketing can improve the profitability of baseball industry. The major contribution of the present study is to show that the introduction of CRM can be used as a profit-generating strategy in various industries for future internet marketing.

• Nutrition Research and Practice
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• v.16 no.4
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• pp.517-526
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• 2022

BACKGROUND/OBJECTIVES: The increased consumers' interests in health and food safety have increased the demand for organic foods. Many studies have been performed on consumers' purchase intentions for organic foods and their influencing factors, and various studies have shown that the prices of organic foods and the consumers' willingness to pay are important influencing factors. This study examined the payment value of organic foods and agrifood consumer competency index according to the food-related lifestyles in South Korean consumers. SUBJECTS/METHODS: A cross-sectional analysis was performed using the 2019 Consumer Behavior Survey for Food. A total of 6,176 participants aged 19 to 74 years (male: 2,783, female: 3,393) were included in the analysis. RESULTS: Three factors were extracted by factor analysis (rational consumption-seeking type, convenience-seeking type, and health, and safety-seeking type) to explain the consumers' food-related lifestyles. The results of cluster analysis suggested that consumers were classified into 3 food-related lifestyles as the 'exploratory consumers' (n = 2,485), 'safety-seeking consumers' (n = 1,544), and 'passive consumers' (n = 2,147). Exploratory consumers showed a significantly higher willingness to pay for imported organic foods (P < 0.05). Safety-seeking consumers had a significantly higher willingness to pay for domestic organic foods (P < 0.05). For the agrifood consumer competency index, exploratory consumers had the highest score, followed in order by safety-seeking consumers and passive consumers. CONCLUSIONS: These results provide basic data in understanding consumption tendency for organic foods and agrifoods based on food-related lifestyles of South Korean consumers.

• Journal of Korean Society for Quality Management
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• v.45 no.1
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• pp.139-152
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• 2017

Purpose: The purpose of this study is how Chinese users' personal traits affect the intention to use mobile payment. This research selects personal innovativeness and habit of cash payment as personal traits, and considers perceived risks and relative advantage as personal beliefs. In addition, the research divided perceived risks into three multi-faceted risks, which are privacy risk, financial risk and performance risk. Methods: The method of this study used questionnaire survey to collect 241 data on users' perception on mobile payment, and also used a structural equation modeling method. Results: The result of this paper shows that all hypotheses are statistically significant except 4 hypotheses. Conclusion: The result of this study found that personal innovativeness is negatively related with all 3 kinds of perceived risks as anticipated. And Chinese users' traditional habit of cash payment negatively affects intention to use mobile payment but is not statistically significant affecting three perceived risks. Among perceived risks, privacy risk is the most negatively influencing factor to relative advantage.

• Ocean and Polar Research
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• v.26 no.1
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• pp.77-86
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• 2004

The paper is to estimate the economic value of ecotourism in Anmyeondo tidal wetlands using a double-bounded dichotomous choice (DBDC) model of the Contingent Valuation Method (CVM). For the reliability and the validity of CVM a survey was conducted for 511 visitors by personal interview method in Anmyeondo during August 2000, and respondents were asked for maximum Willingness-To-Pay (WTP) to buy a ticket fer the tidal flat's ecotourism. Overall, respondents answered that they would be willing to pay 55,879 won for a ticket under the study. All equations and results estimated are statistically significant at the 1% or 5% level. For the aggregation of WTP estimates, the sample values are extended to the total annual number of visitors in Anmyeondo area during 1998. A conservative estimate, which considers the calibration factor (0.5) recommended by NOAA (1994) and a positive response rate (83.17%), is 73 billion won.