Journal of Korean Society for Quality Management (품질경영학회지)

Korean Society for Quality Management (한국품질경영학회)
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Estimation of Willingness to Pay for Smart Home Service by Contingent Valuation Method

조건부가치측정법을 이용한 스마트 홈 서비스의 지불의사액 추정

  • Kim, Yonghee (Graduate School of Business, Soongsil University) ;
  • Lim, Sung Eun (Department of Chinese Airline Cabin Service Management, Far East University) ;
  • Choi, Jeongil (College of Business Administration, Soongsil University)
  • 김용희 (숭실대학교 대학원 경영학과) ;
  • 임성은 (극동대학교 중국항공운항서비스학과) ;
  • 최정일 (숭실대학교 경영학부)
  • Received : 2016.10.03
  • Accepted : 2016.10.21
  • Published : 2016.12.31
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Abstract

Purpose: The purpose of this study is to evaluate the value of smart home service using contingent valuation method that is the method evaluating the value of service which will be provided in the future. Using this method, this study suggests proper price and market value of smart home service through figuring out customer's willingness to pay. Methods: To estimate willingness to pay for smart home service, this study uses double bounded dichotomous choice question. The survey was conducted for 2 months from December in 2015 to February in 2016. A total of 269 copies were used to estimate through R-programming. Results: The results of this study are as follows; Gender(especially woman), income, proposed price are the factors which affecting willingness to pay. As the result of this study, average price of willingness to pay for smart home service estimates as \29,653. Comparing with high-speed internet bundling service fee, this estimated price for smart home service is appropriate level for customers to accept. Conclusion: This study estimates consumer's willingness to pay for smart home service which is in the market entry stage. In corporate side, this study might be meaningful for estimating investment scale and profit. Also it could provide basis for establishing strategic policy to develop smart home service market in government side.

Keywords

References

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