• 한국콘텐츠학회논문지
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• 제22권4호
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• pp.301-313
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• 2022

본 연구의 목적은 UTAUT2 모델의 독립변인(성과기대, 노력기대, 사회적 영향, 촉진조건, 쾌락동기, 가격가치, 습관)들이 넷플릭스와 웨이브 채택의도 및 요금제 패키지별 수용의도에 어떤 인과관계를 나타내는지 살펴보는 것이다. 이를 위해 총 308명에 대한 온라인 설문조사를 통해 확인하였다. 연구결과 첫째, 넷플릭스의 채택의도에는 성과기대, 노력기대, 쾌락동기, 가격가치, 습관이 영향을 미쳤다. 둘째, 웨이브의 채택의도에는 성과기대, 사회적 영향, 가격가치, 습관이 영향을 미쳤다. 셋째, 넷플릭스의 요금제별 수용의도에서 베이직 요금제 수용의도에는 가격가치와 습관, 프리미엄 요금제 수용의도에는 성과기대, 습관이 영향을 미쳤으며, 스탠다드 요금제에는 영향을 미치지 않았다. 넷째, 웨이브의 요금제별 수용의도에서 베이직 요금제 수용의도에는 가격가치가 부적 영향을, 습관이 정적 영향을 보였으며. 스탠다드 요금제 수용의도에 사회적 영향, 프리미엄 요금제 수용의도에 대하여 가격가치, 습관이 영향을 미쳤다.

• 한국의류학회지
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• 제37권7호
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• pp.972-983
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• 2013

This study investigates the effects of fashion innovativeness and utilization on the price perception of formal wear and climbing wear as well as gender differences on price perception and the relationship of the variables. Price perception measurements were based on reference price and reservation price; subsequently, a premium price ratio was calculated based on the measured prices. A survey that involved male and female adult consumers was conducted in Daegu in August 2011. A total of 321 responses were analyzed using descriptive statistics, factor analysis, reliability analysis, correlations and independent sample t-test. Two factors of fashion innovativeness were derived and named as unique-oriented innovativeness and change-oriented innovativeness. The utilization of formal wear and climbing wear was higher in the male group versus the female group. Reference price and reservation price were identified similar to the actual consumer purchasing prices reported in previous studies. Male consumers showed a tendency in price perception in accordance with the utilization. The change-oriented innovativeness of the female group led to a positive relationship with the perceived price of climbing jackets.

• 지식경영연구
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• 제15권4호
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• pp.127-145
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• 2014

This study aims to examine the effects of message framing of restaurant menus on customers' perceptions (trust and immersion) and their willingness to pay a premium price. The contents of messages focused on a hypothetical restaurant's cause-marketing activity. Four types of message framing were created: The first two types were varied by the presence and absence of the information about the current cause-marketing outcome, and the second two types were varied by positive and negative framing. The results showed that respondents in general had trust in cause-marketing messages and immersion of cause-marketing message by negative framing lead to positive influence of willingness to pay. Furthermore it had a significant effect on willingness to pay depending on cause-marketing message type and negative message framed messages showed an intention to willingness to pay a premium price. This study compared the difference in messages by type as an extension of the studies of cause-marketing messages in the past. The results of this study will be used for establishing effective marketing strategies for today's foodservice companies and serve as objective data for setting differentiated prices under the circumstance where the importance of companies' social responsibilities is growing.

• 한국콘텐츠학회논문지
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• 제20권3호
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• pp.245-253
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• 2020

전월세 전환율이 시장이자율 또는 임대인의 기대수익률이라면 전국의 전월세 전환율은 동일하여야 한다. 그러나 전월세 전환율은 항상 시장이자율보다 높은 수준을 유지하고 있다. 본 연구는 임대주택의 공급원가 구성요소를 현재의 주택가격, 시장이자율, 감가상각비, 보유세, 그리고 임대차에 따른 위험이 존재할 경우 위험프리미엄으로 파악하고 현재의 주택가격과 각 요소와의 관계를 파악함으로써 주택임차료를 현재 가격으로 표현하였다. 이를 통해 주택가격의 변동 폭을 암묵적으로 가정하거나 전월세 전환율에 현재의 주택가격이 반영되지 못한 단점을 극복하였다. 본 연구는 임대주택의 공급 원가를 구성 요소 간의 조합으로 표현함으로써 전월세 전환율이 시장이자율이 아니라 임대인의 필수수익률 또는 요구수익률임을 밝혔다. 이는 전월세 전환율이 항상 시장이자율보다 높은 현상도 설명할 수 있을 뿐만 아니라 전월세 전환율의 지역별 차이 및 주택 유형별 차이가 발생하는 원인도 설명할 수 있다.

• International Journal of Advanced Culture Technology
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• 제9권3호
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• pp.106-111
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• 2021

Multiple sales promotions for one product can be simultaneously offered. For instance, marketers can offer a premium along with a price discount. In the present research, we primarily focus on offers containing both a bonus pack and a price discount. In particular, this research examines whether consumer evaluations of offers containing both a bonus pack and a price discount (i.e., BP + PD offers) vary according to consumers' saving orientation. Specifically, we predict that for consumers with strong (vs. weak) saving orientation, offers containing the high PD but low extra amount of BP will be more favorably evaluated than offers with a high extra amount of BP but low PD. A series of two experimental results show that consumers' saving orientation moderates their evaluations of BP and PD offers, which supports the prediction. The findings imply that marketers can evoke more positive consumer responses to BP and PD offers, considering individual differences such as saving orientation.

• 자원ㆍ환경경제연구
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• 제14권4호
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• pp.793-816
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• 2005

양분선택형 조건부가치평가조사의 평가대상 비시장재화에 불확실성이 존재하는 경우, 응용 가능한 새로운 응답메커니즘을 기대효용 극대화 과정으로부터 도출한다. 전통적 응답메커니즘은 지불의사금액과 지불요구비용 간의 대소 관계를 단순 비교하는 반면, 위험 응답메커니즘이라고 부르는 새로운 응답메커니즘은 지불의사금액과 지불요구비용 간의 차이가 응답자들의 위험회피 정도를 나타내는 리스크프리미엄을 초과하는지 여부가 응답 기준이 된다. 따라서 불확실성이 존재하는 경우, 응답자의 위험회피 행동을 고려하지 않는 전통적 응답메커니즘은 리스크프리미엄 만큼 지불의사금액을 과소평가하게 될 위험이 있다. 전통적 응답메커니즘의 과소평가 문제는 동강보존가치 추정을 위한 조건부가치평가조사 자료를 이용하여 실증적으로 예시된다.

• Management Science and Financial Engineering
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• 제21권2호
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• pp.13-23
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• 2015

This study addresses the question as to whether the option prices have useful predictive information on the direction of stock markets by investigating a forecasting power of volatility curvatures and skewness premiums implicit in S&P 500 index option prices traded in Chicago Board Options Exchange. We begin by estimating implied volatility functions and risk neutral price densities every minute based on non-parametric method and then calculate volatility curvature and skewness premium using them. The rationale is that high volatility curvature or high skewness premium often leads to strong bullish sentiment among market participants. We found that the rate of return on the signal following trading strategy was significantly higher than that on the intraday buy-and-hold strategy, which indicates that the S&P500 index option prices have a strong forecasting power on the direction of stock index market. Another major finding is that the information contents of S&P 500 index option prices disappear within one minute, and so one minute-delayed signal following trading strategy would not lead to any excess return compared to a simple buy-and-hold strategy.

• 한국유기농업학회지
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• 제29권1호
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• pp.25-39
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• 2021

The objective of this study is to analyze the value of attributes of agricultural products in school food service using hedonic price model and choice experiment. In the case of potatoes, bean sprouts, and tomatoes, environment-friendly agricultural products rather than conventional ones, and domestic price premiums exist rather than Chungnam. The higher the price, the higher the margin rate. Conventional agricultural products were more profitable than environment-friendly ones, and domestic products were more profitable than Chungnam. In consumer preferences, environment-friendly agricultural products are preferred over conventional agricultural products and local products (Chungnam, Cheonan, Asan) rather than domestic ones. This is the opposite result of the Hedonic price model estimation that Chungnam has a lower price premium than domestic in the case of origin. This study is meaningful by analyzing the attribute value of agricultural products used for school meals in Chungnam and comparing them with the willingness to pay consumers. With the results of this study, it is necessary that discussions on supplementing the value of local products used in Chungnam school food service.

• 재무관리논총
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• 제3권2호
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• pp.329-364
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• 1996

Writing naked put options is a strategy employed either as a speculation to capture premium income, or as a method of placing a limit order to buy the underlying at the strike price in return for premium received. Using a Monte Carlo simulation, twenty thousand equity prices are generated under known volatility and return parameters. A binomial tree is constructed using the same volatility and return parameters. Put options on these 'equities' are valued with the binomial methodology. The performance of various put writing strategies is evaluated on a risk-adjusted basis. Evidence presented suggests that the judicious use of put options may enhance returns during portfolio construction.

• Asia Marketing Journal
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• 제17권1호
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• pp.55-67
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• 2015

Despite the well-known predictive power of Dirichlet model on customer loyalty, deviations of share of category requirement (SCR) predicted by Dirichlet model from actual SCR have been repeatedly reported. It has been shown that these deviations can be systematically explained by some factors such as brand's market share, product positioning strategy, purchase volume and retail marketing mix strategies. Presuming that brand equity would be additional sources of these deviations, current study assesses the incremental predictive power of brand equity by using over 4,000 brand-level observations for the consumer packaged goods industry in the U.S. Our model estimations indicate that brands that exhibit higher brand equity enjoy excess loyalty, with the primary driver being volume premium, rather than price premium. Overall, our findings support the notion that idiosyncratic brand properties can explain excess behavioral loyalty, a notion that is in stark contrast with the Dirichlet view of the world: brand equity does not exist.