• The Journal of the Korea Contents Association
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• v.13 no.8
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• pp.348-359
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• 2013

The core of contents monetization is the consumer's willingness to pay. In the past, the terrestrial contents can be used through the frequency for free. As the terrestrial contents use via online services has been increased, the importance of willingness to pay for the broadcasting contents is getting bigger. To find critical factors which can influence on the willingness to pay for the terrestrial contents, independent factors are categorized into three. The independent factors are users' awareness for copyright protection, contents characteristics, and platform characteristics. The results show that attitude for paying, subjective norms for copyright protection, rapid providing of contents, quality of service, social critical point, and expected service value are found out as significant factors. This result implies that it is necessary to enhance platform competitiveness to survive in convergence environment and customer relationships should be reinforced to maintain them as loyal customers.

• Journal of Environmental Policy
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• v.5 no.3
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• pp.79-103
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• 2006

This paper attempts to examine household's willingness to pay (WTP) for piped water quality improvement in Wonju, where the local government are planning to implement a piped water quality improvement program. We apply a contingent valuation (CV) method to obtain at least a preliminary evaluation of the WTP. The CV survey was rigorously designed to comply with the guidelines for best-practiced CV studies. We surveyed a randomly selected sample of 250 households in Wonju and asked respondents questions in person-to-person interviews about how much they would be willing to pay for the program. Respondents overall accepted the contingent market and were willing to contribute a significant amount (1,583 to 2,776 won), on average, per household per month. This willingness varies according to individual characteristics such as sex, education level, and income. The aggregate value of the program in Wonju amounts to approximately 1.99 billion won to 3.49 billion won per year. The household values can be the benefits that ensue from the program and compared with the costs of the program to determine whether the program is economically desirable.

• Journal of Korean Society of Forest Science
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• v.104 no.1
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• pp.162-168
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• 2015

The purposes of this study are estimating willingness to pay (WTP) of forest owners for the disaster insurance premium for forest products in Korea and investigating factors affecting their WTP. The result with contingent valuation method shows that forest owners' median WTP is $9,440\;KRW/ha{\cdot}yr$. Advanced forest managers including devoted forest managers and forestry successors are willing to pay more for insurance premium compared to non-advanced ones, and those who have experienced disaster in their own forest land have higher WTP than others. WTP of advanced forest managers appears to be 50% higher than that of non-advanced. These results imply that policy makers should consider advanced forest managers as a priority to introduce the insurance system.

• Environmental and Resource Economics Review
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• v.31 no.4
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• pp.619-644
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• 2022

The purpose of this study is to estimate the economic benefit of improving ground water quality in Jeju Island, where groundwater pollution has recently become a social issue and various water quality improvement projects are being promoted. By applying the contingent valuation method, an online survey was conducted on Jeju Island residents to analyze the response data of 542 respondents and estimate the mean willingness to pay using 16 models. The estimation of the double-bounded dichotomous choice model confirmed that each household was willing to pay 28,008 won per year, with the willingness to pay estimated at a minimum of 17,762 won and a maximum of 37,416 won based on different models. The total annual benefit for Jeju Island's ground water quality improvement was estimated to be about 8.66 billion won , and socioeconomic factors influencing willingness-to-pay were investigated. This study is expected to serve as a foundation for the development of environmental improvement policies by assisting in the understanding of Jeju Island's unique water resource environment.

• The Journal of The Korea Institute of Intelligent Transport Systems
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• v.22 no.6
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• pp.66-76
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• 2023

The government recently implemented policies to improve transportation for the disabled passengers. On the other hand, metropolitan public transport still lacks adequate services for these individuals. Many new cities lack urban rail lines and focus on high-floor buses for expansion. Wheelchair users can only access to double-decker low-floor seat express buses for intercity travel. This study examined the necessity and rationale for introducing low-floor seat buses by estimating the user's willingness to pay through a contingent valuation method. Two methods for eliciting the willingness to pay were adopted: open-ended and dichotomous choice questions. The binomial logit model was used to estimate the willingness to pay. The results indicated that the general public is willing to pay an additional 126.7 Korean won, while the disabled passengers are willing to pay an additional 117.5 Korean won. When translated into annual economic benefits, this amounts to approximately 35 billion Korean won.

• Environmental and Resource Economics Review
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• v.31 no.1
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• pp.1-30
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• 2022

This study is to investigate consumers' acceptance and their willingness to pay for clothes made of materials with low microplastic emissions as an alternative to synthetic fibers made of plastics by applying the contingent valuation method. A nationwide web-based survey was conducted for 1,052 respondents proportional to region, age, and gender during February 2021. More than 75% of the sample expressed intentions to purchase microplastic emission-reducing clothing instead of synthetic fiber clothing, and more than 80% of them have stated their willingness to pay for additional prices. A variation of Heckman's sample selection model was adopted to estimate factors affecting respondents' intentions to pay for additional prices, in which the probit model of intentions to purchase the clothing with alternative materials was used as a sample selection equation. While respondents were sensitive to the amounts of price increases suggested in the CV scenario, they expressed high acceptance and preferences for eco-friendly materials regardless of the microplastic emission-reducing levels. Consumers in the circular economy were willing to pay for the range of 41,000 to 51,000 won for a pair of clothing made with microplastic emission-reducing materials. In addition, as the microplastic emission-reducing rate has increased from 50% to 80%, the willingness to pay estimates were also significantly increased, ranging from 41,000~50,500 to 42,000~51,700 won.

• Proceedings of the Korea Water Resources Association Conference
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• 2015.05a
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• pp.120-120
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• 2015

기후변화에 대비한 지속가능한 물 관리를 위해 첨단 ICT를 물 관리에 접목한 스마트워터그리드(Smart Water Grid)가 미래 사회의 새로운 패러다임으로 제기되고 있다. 스마트워터그리드를 활용한 안정적인 물공급을 위해서는 다양한 수자원 확보가 필수적이다. 본 연구에서는 스마트워터그리드의 편익을 산정하기 위하여 조건부가치평가법을 이용하여 스마트워터그리드 사업을 추진하는데 소요되는 비용과 이를 통하여 생기게 될 경제적 상황을 설명하면서 응답자들에게 기꺼이 추가적으로 지불하고자 하는 금액에 대해 질문하였다. 조사로부터 얻은 정보를 활용하여 과학적인 통계적 분석을 수행함으로써 평균 지불의사를 추정하고 이를 스마트워터그리드 편익으로 산정하였다. 추정결과 2014년 10월 기준으로 스마트워터그리드에 대한 추가지불의사액은 3,514원(원/가구/년)이고 2013년 12월 기준 불변가격으로 환산하면 3,221원(원/가구/년)으로 추정되었다. 2013년 12월 불변가격 기준 스마트워터그리드의 연간 편익은 59,452백만원으로 추정되었다.

• Food Science and Preservation
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• v.17 no.3
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• pp.418-424
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• 2010

Although the wine industry continues to grow, little empirical research on consumer preferences has been conducted. Thus, our objective was to analyze consumer views on wine attributes. A choice experiment (CE) was designed to detect a marginal willingness to pay for particular characteristics of wine (balance, flavor, color, clarity, and value-for-money). A questionnaire was administered and 286 responses were received. A multinomial logit model was estimated using the maximum likelihood method. The results indicated that balance, flavor, color, clarity, and price were all important to consumers. The CE data revealed that estimates of marginal willingness to pay were 31,899 won/bottle for balance, 23,088 won/bottle for flavor, 3,230 won/bottle for color, and 25,936 won/bottle for clarity. The balance of a wine was most important, and the flavor, clarity, and color were also significant. The results of this work will be of assistance in promoting the domestic wine industry.

• Journal of Digital Convergence
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• v.16 no.1
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• pp.135-146
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• 2018

This study aims to investigate the consumers' preference and willingness to pay for UWV panoramic video, which is a new realistic video technology, and propose the issues to be considered for developing and commercializing this technology in accordance with the needs of consumers. For this purpose, experimental study was conducted by constructing two environments; watching TV at home and watching panoramic video on the big screen. As a result, consumers in both experimental environments were more likely to prefer UWV than UHD, which is the existing video ratio. Consumers also showed intend to use UWV and are willing to pay for it. As a result of exploring the consumers' maximum amount of money to pay for the UWV and the reasons for it, the perception of immersion, liveliness, and actual experience of UWV were important factors for consumer acceptance of new realistic video technology.

• Journal of Environmental Policy
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• v.8 no.3
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• pp.163-180
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• 2009

This study attempts to investigate the preference uncertainty of respondents involved in stating their Willingness to Pay (WTP). For the Contingent Valuation Method (CVM) survey, we employed two approaches using two split samples. The respondents of one sample were given the opportunity to express intensity of preference through Multi-bounded Discrete Choice (MBDC) WTP questions, while those in the other sample were given Dichotomous Choice (DC) WTP questions. By incorporating the two elicited degrees of preference uncertainty into examining the WTP responses, we compared the two approaches. In comparing the DC model with the MBDC model, the mean WTP for the DC model was similar to PRYES in the MBDC Model. We concluded that the MBDC model estimates the various mean WTP while considering the preference uncertainty.