• Management & Information Systems Review
• /
• v.37 no.4
• /
• pp.75-92
• /
• 2018

The Purpose of this study was to verify that the corporate social contribution activity(eco-friendly product production, donation activity, volunteer activity, fair trade had a positive influence on the corporate credibility, the intention of price premium and the persistent purchase intention. And also this study examined the differences of corporate credibility and price premium according to consumer's gender. To accomplish the purpose of this paper, I performed literature review which relates to corporate social contribution activity, the corporate credibility, the price premium and the persistent purchase intention, and also performed empirical research. I produced questionnaire which investigates the relation between the factors which influence corporate social contribution activity, the corporate credibility, the price premium and the persistent purchase intention. SPSS 21.0 and Lisrel 8.7 were used to analyze the collected data and to identify the influence relationships. The findings of this paper are as follows: First, the corporate social contribution activity(eco-friendly product production, fair trade) did significant effect on the corporate credibility and the price premium. Second, the intention to pay premium price had affected the intention of persistent purchasing but corporate credibility had affected the intention of persistent purchasing through the intention to pay premium price. Third, the difference in preception of men and woman about the corporate social contribution activity. Among the corporate social contribution activity, women's perception of the relationship between volunteer activity and fair trade on corporate reliability was higher than that of men. Fourth, among the corporate social contribution activity, women's perception of the relationship between volunteer activity and donation activity on the intention of price premium was higher than that of men.

• Journal of Digital Convergence
• /
• v.18 no.8
• /
• pp.185-199
• /
• 2020

This study examined the effects of insurance company's CSR activities on customer-based brand assets and customers' intention to pay premium prices in order to identify the possibility of CSR activities as an insurance company's differentiated marketing strategies. Throughout collecting 510 surveys, this study has proved that economic and charitable activities had a effect on customer-based brand assets, also economic and environmental activities had a effect on intention to pay premium prices. In addition, the mediating role of the customer-based brand asset between economic and charitable activities and intention to pay premiums was proved. Lastly, it was confirmed that the level of SNS usage moderates the relationship between economic activities and customer-based brand assets. Based on the results, this study provides insurance companies with an effective marketing strategy of the CSR program.

• Journal of Distribution Science
• /
• v.19 no.10
• /
• pp.23-33
• /
• 2021

Purpose: This study explored factors affecting the purchase of fair trade hand-made products. We focused on the difference between the mediating effect of purchase intention and purchase purpose, and verified the additional effectiveness of premium prices. Research design, data and methodology: The data was collected through an online survey. The reliability and validity of each variable used in the questionnaire were verified. Then, each hypothesis was analyzed through multiple regression analysis. Results: First, individual social responsibility and purchasing experience of general fair trade products have a definitive effect on the intention of purchasing fair trade hand-made products. Second, the willingness to pay premium prices varies depending on whether it is an individual's consumption or consumption for others. Third, the higher the individual's social responsibility and experience in purchasing fair trade products, the more willing he is to pay premium prices. Fourth, the purchase intention of fair trade hand-made products is to have the effect of partial mediation. Fifth, when choosing a gift for an adult, it was determined that the consumer was willing to pay premium prices the highest amount. Conclusions: In terms of factors affecting the purchase of fair trade hand-made products at premium prices, it was confirmed that individuals' social responsibilities and purchases of fair trade general products had an impact.

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

• Korean Journal of Community Nutrition
• /
• v.17 no.4
• /
• pp.494-503
• /
• 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.

• Knowledge Management Research
• /
• v.15 no.4
• /
• pp.127-145
• /
• 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.

• Journal of Korean Society of Forest Science
• /
• v.96 no.2
• /
• pp.183-188
• /
• 2007

This study was carried out to examine the perceptions of consumers and forest product manufacturers in South Korea about forest certification and to identify their willingness-to-pay for certified products by personal interviews. Sixteen percent of interviewees knew and heard about forest certification. However, fifty-six percent of interviewees had an intention to participate in forest certification system. The consumers' group can be described in relative terms as the male of 30 age bracket. The average price premium charged to consumers was higher than one paid to manufacturers, and thus manufacturers are willing to include the additional costs for certified products.

• The Journal of the Convergence on Culture Technology
• /
• v.10 no.1
• /
• pp.253-259
• /
• 2024

From the consumer's perspective, eco-friendly consumption is still a topic that can cause various psychological discomforts, and psychological discomfort can lower the intention to consume eco-friendly products through negative consumer psychological mechanisms. This study analyzed the influence of psychological discomfort regarding eco-friendly consumption on people's willingness to pay additional prices for eco-friendly products. In addition, we examined the moderating effect of consumers' involvement in the product family in this relationship. As a result of a statistical analysis based on consumer response data obtained from an online survey conducted with 407 American consumers, the level of people's psychological discomfort with eco-friendly consumption is directly related to their willingness to pay additional prices for eco-friendly products. Although it did not have a significant effect, it was confirmed that the influence of psychological discomfort on willingness to pay premium price was significantly different depending on the consumer's level of involvement.

• Journal of Venture Innovation
• /
• v.7 no.2
• /
• pp.101-123
• /
• 2024

Since COVID-19 crisis, health concerns and the need for interpersonal activities have driven many people to engage in leisure activities, which has naturally led to a steady increase in the participation rate of life sports. However, the start-up rate of sports facilities is decreasing and the closure rate is steadily increasing, and to survive in the over-competitive situation, sports facility operators need to develop and provide services with competitive advantages and come up with differentiated marketing plans. The purposes of this study were to (a) identify rapport-building behaviors for bring about relationship quality, customer satisfaction and customer trust, to a service provider in the sports leisure service environment (b) examine the ways in which customer satisfaction and customer trust induces positive behavior intentions in the sports leisure service environment, and (c) empirically verify the path of rapport- building behaviors through customer quality to continuance intention and WTPP(willing to pay premium price). The proposed conceptual model was empirically tested via structural equation modeling analysis using data collected from 350 adults who enjoy sports leisure services nationwide. Based on data analysis, firstly, attentive behavior, connecting behavior, courteous behavior, and information sharing behavior, were found to have a positive effect on relationship quality ,customer satisfaction and customer trust. Second, customer satisfaction was found to have a positive effect on both continuance intention and WTPP. Third, customer trust, a subcomponent of relationship quality, was found to have a positive effect on continuance intention, but not on WTPP. The findings of this study show that, first, rapport building with customers is important for sustainable growth management in the increasingly competitive sports and leisure service environment.

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