• 기술혁신연구
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• 제15권2호
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• pp.153-176
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• 2007

DMB data broadcasting has recently come into the spotlight as a platform for a new business opportunity and an application of various contents. This paper estimates the willingness to pay for the DMB data broadcasting services and explains the demand characteristics for TPEG, BIFS and BWS services, using the Double-bounded dichotomous choice Contingent Valuation Method. Consumers are willing to pay 2,039 Korean won for TPEG service and 1,612 Korean won for BIFS and BWS services per month, which corresponds to the market size 87.6 billion Korean won for TPEG and 195.2 billion Korean won for BWS and BIFS a year respectively. It is also found that the more consumers show usage intentions, have experiences in the similar services, and know of the DMB data broadcasting services, the more they are likely to pay for the DMB data broadcasting services.

• 환경정책연구
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• 제5권3호
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• pp.79-103
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• 2006

본 논문에서는 상수도 수질개선 프로그램을 시행할 계획을 가지고 있는 원주시를 대상으로 하여 상수도 수질개선에 대한 가구의 지불의사액을 분석하고자 한다. 이를 위해 조건부 가치측정 법(CVM)을 적용하되, CVM 연구에서 지 켜 야 할 다양한 지침을 엄격하게 준수하면서 가구조사를 시행하였다. 구체적으로 원주시 250가구를 무작위로 추출하여 일대일 개별면접을 통해 상수도 수질개선 프로그램에 대해 얼마나 지불할 의사가 있는지를 물었다. 응답자들은 전반적으로 조건부 시장을 잘 받아들였으며 가구당 월평균 1,583원에서 2,776원의 지불의사액을 가지고 있는 것으로 분석되었다. 이러한 지불의사는 성별, 교육수준, 소득 등과 같은 가구특성변수에 유의하게 영향을 받았다. 이 값을 원주 전체로 확장하였더니 연간 약 19.9억 원에서 34.9억 원에 해당하였다. 이 값은 상수도 수질개선이 경제적으로 바람직한지 여부를 결정하기 위한 비용-편익 분석에서 편익의 값으로 활용될 수 있을 것이다.

• 농업생명과학연구
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• 제52권6호
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• pp.139-153
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• 2018

본 논문은 최근 이상기후에 따른 재해 재난대비수단으로 유용하게 활용되고 있는 저수지의 개보수사업에 대한 경제적 효과를 계량적으로 분석한다. 이를 위해 저수지개보수사업의 목적을 자연재해에 대비한 안정적인 농업용수 공급과 시설노후에 따른 붕괴예방으로 나누어 그 효과를 각각 측정한다. 저수지 개보수사업에 대한 효과 측정은 저수지 일대에 거주하고 있는 주민들을 대상으로 개보수사업에 대한 지불의사와 금액을 가상가치평가법(CVM)을 이용하여 추정한다. 분석 결과, 자연재해와 재난 예방 관련 지불의사금액의 분포는 유사하게 나타났다. 표본 지역 주민들의 66%가 개보수사업에 지불할 의향이 있다고 응답하였다. 전체 표본에 대한 자연재해 예방 관련 지불의사금액은 주민 평균 32,250~46,147원이고, 재난 예방 관련 지불의사금액은 28,427~47,308원으로 나타났다. 지역유형별로 지불의사금액을 비교해 보면 논 농업 지역, 시설재배 지역, 도시 지역 순으로 높게 나타났다. 한편, 주민별 지불의사금액에 기초하여 각 지역의 저수지개보수사업에 대한 총 기대가치를 산출한 결과 논 농업 지역과 시설재배 지역의 총 기대가치는 실제 사업비 규모에 비해 상당히 높게 나타났다. 이는 주민들이 자연재해 및 재난 예방을 위한 저수지개보수사업의 중요성을 충분히 인지하고 있으며 현재 사업비가 충분치 않을 경우 추가적인 비용을 부담할 용의가 있음을 시사한다.

• 한국수자원학회논문집
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• 제43권9호
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• pp.835-842
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• 2010

본 논문에서는 환경부에서 진행 중인 ‘지하수오염방지기술 개발사업’에 대한 경제성 분석의 기초자료로서 지하수오염 개선을 위한 일반가구의 지불의사액을 분석하고자 한다. 이를 위해 조건부 가치측정법(CVM)을 적용하되, CVM 연구에서 지켜야 할 다양한 지침을 엄격하게 준수하면서 가구조사를 시행하였다. 구체적으로 서울시, 인천시, 경기도 등 수도권 500 가구를 무작위로 추출하여 일대일 개별면접을 통해 '지하수오염방지기술 개발사업'에 의한 지하수오염개선을 위해 얼마나 지불할 의사가 있는지를 물었다. 응답자들은 전반적으로 조건부 시장을 잘 받아들였으며 가구당 월 평균 1,195원에서 1,552원의 지불의사액을 가지고 있는 것으로 분석되었다. 이 값을 전국으로 확장하였더니 연간 약 203.3억원에 해당 하였다. 이 값은 '지하수오염방지기술 개발사업'이 경제적으로 바람직한지 여부를 결정하기 위한 비용-편익분석에서 편익의 값으로 활용될 수 있을 것이다.

• Asian Pacific Journal of Cancer Prevention
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• 제15권13호
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• pp.5469-5474
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• 2014

Background: This study aimed to examine the level of knowledge, attitude, acceptance, and willingness to pay (WTP) for HPV vaccination among female parents of girls aged 12-15 years in Thailand. Materials and Methods: A cross-sectional survey was conducted in eight schools across Bangkok. Results: Of 1,200 questionnaires sent out, a total of 861 questionnaires were received. Knowledge regarding the HPV vaccine among parents was quite low. Only half of the parents knew about the link between HPV and cervical cancer while one-third of them knew that the vaccine should be administered to the children before they become sexually active. Nevertheless, vaccine acceptance was high if it was offered for free: 76.9% for the bivalent and 74.4% for the quadrivalent vaccine. The proportion of respondents who were willing to copay for the vaccine if it was not totally free was also high, ranging from 68.9% for the bivalent to 67.3% for the quadrivalent vaccine. No significant difference between bivalent and quadrivalent vaccines in terms of prevalence of acceptance and willingness to pay was found. About one-third of the participants, who were willing to copay for the vaccine if it was not offered for free, indicated that they would copay less than 500 baht (30 baht = approx US$1) for three doses of bivalent vaccine. Conclusions: Substantial effort should be made to educate parents prior to introduction of a national HPV vaccination program. In terms of acceptance, either bivalent or quadrivalent vaccines can be recommended.

• 한국환경생태학회지
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• 제28권1호
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• pp.71-79
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• 2014

본 연구는 최근 홍천강의 생태적 기능을 되살리기 위해 계획 중인 생태하천 복원사업의 경제적 편익을 정량적으로 추정하는 것을 목적으로 하고 있다. 생태하천 복원사업의 결과물은 시장에서 거래되는 재화가 아니기 때문에 가격을 이용한 가치 측정에 어려움이 있으므로, 사용가치 및 비사용가치에 대한 지불의사액을 분석하는 조건부 가치측정법을 적용하였다. 또한 지불의사액이 0인 응답자들을 고려한 스파이크 모형을 추가적으로 이용하였다. 분석 결과 사업지 인근에서는 가구당 연간 3,300원~4,628원, 비사업지에서는 가구당 연간 1,308원~2,929원의 지불의사가 있었다. 이를 우리나라 전체로 확대할 경우, 홍천강 생태하천 복원사업의 경제적 편익은 현재가치로 약 976억 원~2,163억 원에 이를 것으로 판단된다.

• 대한지역사회영양학회지
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• 제17권4호
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• pp.494-503
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• 2012

The purpose of this study was to examine the effect of sustainability management (SM) at coffee houses on customers' store image and behavioral intention. In addition, customers' willingness to pay a premium for sustainable coffee houses was studied. During October 2011, a web survey was conducted via an on-line research company with customers aged 20 to 39 visiting one of the top five coffee houses in Korea at least once a month. A total of 300 targeted customers responded and all the data were analyzed. An exploratory factor analysis derived two dimensions of SM: SM in Social and Environmental Perspective and SM in Economic Perspective. The result of structural equation modeling indicated that SM in Economic Perspective at coffee houses had a significant positive effect on customers' behavioral intention with mediating effect by store image, but SM in Social and Environmental Perspective did not have such effect. Approximately one-third (31%) of the respondents were willing to pay a premium for a sustainable coffee house in a scenario. approximately 84% of the respondents unwilling to pay a premium for the sustainable coffee house chose the cost-related reasons including "Coffee price at the coffee house that they most often visit is already expensive (62.3%)" for such unwillingness. The results of this study showed that SM of coffee houses, especially that in Economic Perspective, could contribute to store image, and therefore increase customers' favorable behavioral intention, although the additional cost resulted from such SM practices might not be easily accommodated by customers.

• Agribusiness and Information Management
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• 제12권2호
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• pp.6-23
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• 2021

This study analyzes overall honey consumption and purchasing behavior, and in particular, seeks to identify factors that influence the willingness to pay (WTP) for native honey. A survey of 500 South Korean consumers was conducted to understand their purchasing experiences and perceptions related to honey. A multiple linear regression analysis was carried out to comprehend the effect of the following factors on the willingness to pay for native honey: 1) knowledge of honey, 2) health consciousness, 3) the unhealthy = tasty intuition (UTI), and 4) positive perception of sweetness. As a result, consumers with more knowledge about honey, higher health consciousness and more positive perception of sweetness were more willing to pay for native honey. On the other hand, past honey purchasing or consuming experience had no significant impact on the willingness to pay for native honey. Marketing strategies and implications were derived from the characteristics of native honey consumers identified in this study.

• 한국보건간호학회지
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• 제24권2호
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• pp.173-181
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• 2010

Purpose: The aim of this study was to gauge the social willingness to pay for cognitive enhancement program for elders. Methods: The subjects of this study were 77 subjects >65-years-of-age. The data were collected by direct interviews. The measures of willingness to pay were open-ended question and referendum format. The data were analyzed using descriptive statistics, t-test, $x^2$-test, and multiple regression. Results: Respondents were willing to pay 18,573 won for one use of a cognitive enhancement program for elders. The Monthly income was the only factor that statistically significantly affected willingness to pay. Conclusion: The findings will contribute to policy formulation regarding community based nursing program for elders.

• 한국수자원학회:학술대회논문집
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• 한국수자원학회 2010년도 학술발표회
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• pp.452-456
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• 2010

Water is an indispensable input to human's existence and industrial production. In these days, people are getting more concerned about their health and the interest in the safety of drinking water has increased. In this situation, this paper attempts to measure the economic benefits of the tap water quality improvement. The study area was restricted to Busan, the second largest city in Korea, where local government is planning to implement a tap water quality improvement program. We apply a one-and-one-half bounded dichotomous choice contingent valuation (CV) method to obtain at least a preliminary evaluation of the benefits. CV is developed for valuing goods or services that cannot be valued either directly or indirectly from market observations and has been applied to several environmental goods. The CV survey was rigorously designed to comply with the guidelines for best-practiced CV studies. We surveyed a randomly selected sample of 400 households in Busan and asked respondents questions in person-to-person interviews about how they would be willing to pay for the water quality improvement. Respondents overall accepted the contingent market and were willing to contribute a significant amount (US$1.66), on average, per household per month. We can also calculate the aggregate value of the program which improves the water quality in Busan. This study is expected to provide policy-makers with useful information for evaluating and planning environmental policies relating specifically to water.