• 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.

• 수산해양교육연구
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• 제17권3호
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• pp.383-389
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• 2005

In this study, we analyzed consumers' extra willingness-to-pay for the organic farmed laver, which recently is related to the increased interests in health. Survey questionnaires, which are targeted the urban consumers and based on the equivalent surplus concept, were intended to calculate extra willingness-to-pay for the organic farmed laver. Payment card format was used as the questionnaires type and tobit model was used for the analysis. Variables used for the analysis are sex, age, region, occupation, number in family and income. The results were that the consumers had extra willness-to-pay of 17.16% on average for the eco-friendly organic farmed laver. The higher the income and the more the family number, the customers had more extra willingness-to-pay.

• 환경영향평가
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• 제13권2호
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• pp.73-86
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• 2004

The objective of this research was to estimate residents' willingness-to-pay using contingent valuation method and to investigate their environmental sensibilities prior to conduct the costbenefit analysis on the watershed management program of integrated sewerage construction and operation in the catchment of Dam Chung-Ju. A set of questionnaire was prepared and asked to 1,200 residents at downstream area as well as upstream area of Dam Chung-Ju. As a result, environmental sensibility of the residents living in the catchment of upstream of Lake Chung-Ju seemed very high. However, the substantial practice in their own life for conserving their environment was inactive, although residents' efforts trying to collect and dispose garbages in separate containers and to minimize the waste discharge load were actually made. The willingness-to-pay on each month for 20 years was estimated as 4,841 wons for the openended question and 3,411 wons for the close-ended question. Factorial analysis was also performed to obtain correlation among the questions asked. Seven groups of the correlated questions were identified and their contribution to the estimated willingness-to-pay was analyzed.

• 한국유기농업학회지
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• 제31권1호
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• pp.1-27
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• 2023

This study investigated Thai consumers' perception and willingness to pay for Korean paprika and tomatoes to establish effective export strategies, To this end, an online survey was conducted on 300 consumers living in Bangkok, Thailand, and the factors affecting the purchase intent and willingness to pay price premium for Korean paprika and tomatoes were analyzed. The results are as follows. First, Thai consumers usually buy fruit and vegetables offline, such as supermarkets and large discount stores, but not a few respondents obtained purchase information online. Second, the price competitiveness of Korean paprika and tomatoes is low to Thai products, and the quality, safety, freshness, and cost-effectiveness are similar or low to other exporting countries. Therefore it is important to improve non-price competitiveness using positive perceptions of Korean products and Korean Wave. Third, the most important reason why Thai consumers not buying Korean paprika and tomatoes is the lack of stores and high prices. Fourth, as a result of analyzing the factors affecting the purchase intent for Korean paprika and tomatoes, the strategy of selling paprika and tomatoes through supermarkets to consumers with high income is effective. Fifth, considering the factors of willingness to pay premium prices for Korean paprika and tomatoes, a high pricing strategy targeted consumers with high income and many family members is appropriate.

• 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.

• 자원ㆍ환경경제연구
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• 제22권1호
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• pp.179-214
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• 2013

본 연구는 한강 수계의 수변경관 및 생태계의 보전 가치를 이중양분선택법에 의한 조건부 가치평가법 (Contingent Valuation Method, CVM)을 사용하여 추정하였다. 음이 아닌 지불의사를 구하기 위해 지수지불의사 모형을 사용하였는데 이 모형이 특히 이중양분선택법에서 매우 중요한 것으로 분석되었다. 한강수계권역의 경관 및 생태계 보전에 대한 총 지불의사는 연간 약 7,055억원으로 추정되었다. 이는 한강 등 수계권역의 수변경관 및 생태계 보전을 위하여 필요한 예산규모가 더욱 확대될 필요성이 있음을 시사한다고 해석된다.

• Asia pacific journal of information systems
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• 제23권1호
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• pp.21-43
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• 2013

Internet vendors are gradually realizing the importance of "locking-in" online customers in order to ensure profitability. Erection of switching barriers increases customers'lock-in and in turn may result in their willingness to pay price-premium for the same service. However, raising customer lock-in online is difficult because search costs are very low. Therefore, this study examines the effect of switching barriers (customer satisfaction, perceived value and relative advantage) on switching costs and the effect of switching costs on customer's willingness to pay more. Since switching costs and consequent relationships may depend upon the type of product therefore the research model in this study is examined for both search products and experience products. Data is collected through an online survey from two websites (one each for search product and experience product). The empirical results show the key role of switching costs in customers' willingness to pay more and the relationships among the four constructs. The theoretical and practical implications of this study are also discussed.

• 한국식품영양학회지
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• 제22권3호
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• pp.338-344
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• 2009

This study analyzed consumers' willingness to pay for price increases to avoid the purchase of GM foods by the expansion of GMO labeling. The subjects were asked about their knowledge of GM, concerns of potential hazards, and sources of obtained GM information. The logit model was employed and marginal effects were calculated to interpret the results. The results showed that consumers who perceived the safety of GM technology were less likely to pay for price increases, while consumers who had concerns about GM foods were more likely to pay. In addition, the study demonstrated that consumers residing in urban areas and with low levels of education and income were also less likely to pay for price increases.

• 한국식품영양학회지
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• 제26권2호
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• pp.295-300
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• 2013

The objective of this study is to propose the motivation of the analysis on consumer's purchase behavior and willingness-to-pay for flower tea. Therefore, we survey the purchase behaviors on flower teas as compared with leaf teas such as green teas. We also analyze the willingness to purchase and pay for such teas. The reasons for consuming flower teas are 'flavor', 'beauty/diet', 'health', consecutively. Consumers prioritize 'safety', 'quality', 'price', and 'design' when purchasing flower teas. Nevertheless, it is also essential to consider 'flavor' as a quality factor. It is necessary to differentiate the process and marketing strategies for the development of flower teas.

• 농촌계획
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• 제14권1호
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• pp.43-50
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• 2008

The dichotomous-choice contingent valuation method is applied to estimate the landscape value of Jeju mandarin(orchard). A distribution-free approach, Turnbull empirical distribution model, is employed to solve negative willingness to pay and truncation problems. The data used are collected from the interviews with tourist about willingness-to-pay at the various donation amount levels of Jeju mandarin(orchard)'s landscape value. The evaluation result is shown that the average amount of willingness to pay for the Jeju mandarin's landscape value is 12,926 won per person with standard deviation of 1,874.7 won/person. When the number of Jeju visitors is considered, the economic value of Jeju mandarin's landscape rises every year(2005:64.89 billion won, 2011: 84.43 billion won). The average economic value of Jeju mandarin's landscape are estimated 59.65 billion won during 2000-2005 and 76.88 billion won during 2006-2011, respectively.