• Korean Journal of Organic Agriculture
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• v.30 no.2
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• pp.255-277
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• 2022

This study investigated consumers' perception of fruits and vegetables grown in smart farms to stimulate the sale of agricultural products grown in smart farms. To this end, a survey was conducted on 1,050 consumers. The main results are as follows. First, 58.6% of respondents knew about smart farms, and they perceived fruits and vegetables grown in smart farms as more valuable than those grown in conventional facilities. In the detailed values, values of safety and environmental damage reduction were perceived to be of greatest value among five values. Second, as a result of investigating the importance of smart farm cultivation information in comparison with price, the most respondents emphasized both smart farm cultivation information and price information, and smart farm cultivation information was compared with price information. Cases were investigated to be more important with slight differences. Third, 41.4% of respondents had the price premium payment intention for fruit and vegetables grown in smart farms. Fourth, as a result of analyzing variables affecting the premium intention, the higher the health value among five values was recognized and the more important the smart farm cultivation information was, the higher the premium payment intention was.

• Journal of the Korea Fashion and Costume Design Association
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• v.22 no.2
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• pp.61-70
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• 2020

This study aims to explore whether the consumers' perceptions of fashion social enterprises' motives for seeking social value affects the consumers' purchase behavior. Specifically, the relationships among the egoistic and strategic driven attribution (ESDA), value-driven attribution (VDA), positive authenticity (PA), negative authenticity (NA), anticipated satisfaction (ANS), and willingness to pay a premium price (WPP) were examined. 151 respondents participated in an online survey. The collected data was analyzed using path analysis. The results revealed that PA, which was positively affected by VDA, was negatively affected by ESDA. However, NA, which was positively affected by ESDA, was negatively affected by VDA. In addition, ANS affecting WPP was influenced by both VDA and PA. In conclusion, this study clearly shows that prioritizing the inherent purposes of social enterprises can lead to more consumers buying products, even though social enterprises set fashion products at higher prices.

• Human Ecology Research
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• v.60 no.3
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• pp.443-458
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• 2022

Generation MZ, a generic term for millennials and members of Generation Z, is an innovation-leading consumer group in the current market. This study aimed to examine the impact of the ethical consumption tendencies of millennials and Generation Z on the purchase intention of social enterprise fashion products. Data were collected from Generation MZ (15-40 years old) by quota sampling based on the demographic variables of gender, age, and region, respectively. Eight hundred responses were analyzed by descriptive statistics, factor analysis, t-test, and regressions using SPSS software. Three value factors (egoistic, altruistic, and biospheric) and three ethical consumption tendency factors (resource saving tendency, eco-friendly tendency, and consciousness of corporate responsibility) were determined by factor analyses. The results confirmed that women, who showed a higher ethical consumption tendency in all three factors, were more altruistic and biospheric than men. Furthermore, women portrayed a more favorable attitude and purchase intention towards fashion products of social enterprises. The results demonstrated that members of Generation Z were more altruistic and biospheric than millennials. Additionally, the attitude, purchase intention, and willingness to pay premium prices were higher in Generation Z members. It was confirmed that higher biospheric values correlated with greater values for the three ethical consumption tendency factors. The altruistic value affected both the resource saving tendency and eco-friendly trend, while the egoistic value had an effect on the resource saving tendency. Both attitude and purchase intention were positively influenced by all three of the ethical consumption tendency factors, and affected the willingness to pay premium prices. This was subsequently influenced by the resource saving tendency and consciousness of corporate responsibility. The results of this study contribute to understanding Generation MZ as a consumer group, and the establishment of marketing strategies for fashion companies.

• The Korean Journal of Health Service Management
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• v.12 no.4
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• pp.59-72
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• 2018

Objectives : This study was performed to investigate health care system recognition and influential factors using the data from the "2017 Health Care Experience Survey". Methods : Data on 7,000 participants in the Health Care Experience Survey were drawn and statistically examined using a t-test, ANOVA, and multiple regression analysis. Results : First, the significant factors of health care service satisfaction were education, income, region, chronic diseases, unmet medical needs, satisfaction with doctors and institutions, and the health care system's reliability and importance. Second, the influential factors of willingness to pay additional health insurance premium were age, occupation, income, health status, chronic diseases, unmet medical needs, satisfaction with health care institutions, limit to utilization of medical services, necessity of health care reform, and the health care system's reliability, satisfaction, importance. Conclusions : Since the additional burden for improving the health care has been negative to the socially disadvantaged, there should be efforts to provide stable health care funding for financial stability of the health insurances by considering public opinions and reaching social consensus.

• Environmental and Resource Economics Review
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• v.14 no.4
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• pp.793-816
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• 2005

This paper proposes a new answering mechanism called RAM (Risk Answering Mechanism) which can be applied to a contingent valuation method. The RAM is derived from the theory of expected utility maximization under the assumption that there exists an uncertainty in a nonmarket good of interest. In RAM, a respondent would accept an uncertain offer only if his or her WTP for the mean of the offer is large enough to exceed the bidding price by more than a risk premium. This is in a striking contrast with a traditional answering mechanism (TAM) in which the WTP is simply compared with the bidding price. Therefore, the TAM would underestimate the WTP by a risk premium without considering the uncertainty a respondent may face. An empirical comparison is made between RAM and TAM using a survey data on the Tong river. It is found that underestimation problem is very serious in the TAM.

• Environmental and Resource Economics Review
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• v.22 no.3
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• pp.411-435
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• 2013

Since catastrophe from explosion of Hukushima nuclear power plant, concerns over possibility of exposure to radioactive matter has been disseminating all over the world and frequent accidents of domestic nuclear power plants also has been amplifying throughout the nation. In the past, major focus was made on compensation for local residents who live nearby nuclear power plants, but focal point of this study is on wage premium of workers who are employed in R&D of nuclear power plants. It is difficult to derive socially desirable result if private sectors are responsible for compensation on workers who suffer from physical damages due to the exposure to radioactive matter. Because victims should verify the damages that occur in the working places. This study conducted a survey on which job would prefer the respondents who are engaged with the nuclear R&D projects as exposure levels to radioactive matter, security of job, location of firms, and work intensity differ. As a result, exposure to radioactive matter was the most important attribute in choosing alternative jobs followed by job security, work intensity and job location. Annual willingness to pay for reduction of exposure to radioactive matter was estimated as 7730~7770 thousand KRW depending on different econometric models. Therefore, Korean government should prepare institutional foundation in order that appropriate compensation should be made on workers who are engaged in R&D projects on nuclear power plants if they have damages from the exposure to radioactive matter.

• Journal of the Korea Convergence Society
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• v.11 no.3
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• pp.171-179
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• 2020

Media technologies that have made the hyper-connected age change the way people use communication text. Ads texts actively used by companies are storytelling and storydoing. These two advertising texts are very effective in inducing people's emotions and forming participatory behavior. People's thinking tendency also influence persuasion. The results of this study are as follows according to the type of ads text and the thinking tendency of consumers. Consumers' attitudes toward ads turned out to be more positive in synthetic thinking. In analytical thinking, the storytelling ads texts induced more favorable responses. On the other hand, in comprehensive thinking, the story doing text was effective. The same result was found in the perception of premium value, willingness to pay premium price, and repurchase intention.

• The Transactions of the Korean Institute of Electrical Engineers B
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• v.54 no.6
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• pp.303-308
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• 2005

As the cost of photovoltaic(PV) generation systems continues to decrease, utility interactive systems are becoming more economically viable. Furthermore, increases in consumer awareness correspond to a willingness to pay a premium price for clean electrical energy generated using renewable energy resources. Especially, PV generation systems, in particular, is undergoing a rapid expansion-showing an industrial growth of approximately 40$\%$ per year in the worldwide, as PV cell and systems technology improve new markets become increasingly accessible. This has resulted in an increased demand for the simulation scheme and operational technologies of utility interactive PV devices and systems. The simulation schemes that can be applied to the utility interactive PV generation systems readily and cheaply under various conditions considering the sort of solar cell, the capacity of systems and the converter system as well are strongly expected and emphasized among researchers. So far, authors have been introducing the simulation method of PV generation systems with several papers. In this paper, authors introduce the simulation way of PV generation systems using EMTP type simulators; EMTP/ATP, EMTDC/PSCAD, RTDS, with each examples. And, by connecting the voltage amplifier to the RTDS a novel simulation method which is extremely close to the real condition of PV generation system is also introduced.

• Fashion & Textile Research Journal
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• v.24 no.6
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• pp.707-718
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• 2022

The metaverse is emerging as the next digital environment for people not only to interact and collaborate with others, but also to have virtual consumption experiences. In this study, virtual fashion items for the consumer's digital self are deemed significant products with consumption value. Drawing from the regulatory focus theory, this study examines how consumers' promotion and prevention focus influence value perception and buying behaviors of virtual fashion items in the metaverse context. The data were collected through an online survey. A total of 546 consumers in their twenties who are aware of the metaverse responded to a self-administered questionnaire. The results showed that promotion focus influenced all the perceived consumption values of virtual fashion items such as the economic, visual authority, hedonic, and social value, whereas prevention focus influenced only the visual authority value. Visual authority value negatively affected both purchase intention and willingness to pay premium price, while others had a positive effect. The findings provide theoretical evidence that consumers' regulatory focus is critical in buying virtual fashion items and suggest that marketers devise effective strategies to stimulate consumers' regulatory focus and to emphasize the economic, hedonic, and social value of the items in the metaverse context.

• Korean Journal of Organic Agriculture
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• v.29 no.1
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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.