• Journal of the Korean Society of Food Culture
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• v.22 no.6
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• pp.794-800
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• 2007

The purpose of this study was to measure the tourists' preference for alternative restaurants with different combinations of 4 attribute levels: origin description, food type, price and service guarantee. A total of 210 questionnaires were completed from tourists who visited Kwangyang, Suncheon and Yeosu during Jan. 2 - Jan. 15, 2007. Conjoint experiment method was used to develop hypothetical restaurants. Ordinal probit model was used to measure the effects of attribute levels on the tourists' preference. Results of the study demonstrated that the ordinal probit model analysis result for the data indicated excellent model fit. The effects of attribute levels (origin description, traditional food, fusion food, price, service guarantee) on the tourists' preference were statistically significant. As expected, estimates of marginal willingness to pay for origin description(3.063), food type(2.349), and service guarantee(2.356) were statistically significant. Moreover, tourists were more willing to pay for origin description than other attribute levels. Tourists also considered the origin description as the very important attribute. In conclusion, based on conjoint analysis, a model was proposed of marginal willingness to pay of attribute levels. It should be noted that the original model was modified and should, preferably, be validated in future research.

• Asia Marketing Journal
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• v.15 no.4
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• pp.33-49
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• 2014

Environmental concern has been an important issue for a few decades, and the extent of consumer demand for eco-friendly consumption has been increased. This study seeks to investigate consumers' willingness to pay (WTP) a premium for eco-friendly cosmetics. This study evaluates how much more a consumer is willing to pay for eco-friendly cosmetics and examines significant factors influencing consumers' WTP for eco-friendly cosmetics. Consumers' WTP is measured using four different ecofriendly cosmetics: low-priced skin care cosmetics, low-priced makeup cosmetics, high-priced skin care cosmetics, and high-priced makeup cosmetics. This study uses the contingent valuation method (CVM) to estimate consumer's WTP for eco-friendly cosmetics. Survey questions were designed using both dichotomous choice and payment card method of CVM. Through face to face interviews and on-line surveys, the data were collected from women between 20 and 49 years old residing in Seoul and Kyeonggi area, Korea, in May 2010. A total of 226 questionnaires (132 from interviews and 94 from on-line) were included for the analytical sample in this study. The data were analyzed using descriptive analysis, T-test and Log-Logit analysis. The findings are as follows: First, the WTP measured by dichotomous choice method was estimated using the Log-Logit analysis. The results showed that the estimated WTP for low-priced skin care cosmetics was 19,152 won, which was 27.7% higher than the reference price, 15,000 won. For low-priced makeup cosmetics, the estimated WTP was 18,524 won, and its green premium was 21.0%. The estimated WTP for high-priced skin care cosmetics was 59,128 won, which was 18.3% higher than the reference price, 50,000 won. For high-priced makeup cosmetics was 57,666 won, and its green premium was 15.3%. Second, the WTP measure by payment card method was estimated using descriptive analysis. The results showed that the respondents were willing to pay 17,955 won for low-priced skin care cosmetics, which was 19.7% higher than the reference price, 15,000 won and 17,595 won for low-priced makeup cosmetics, which was 17.3% higher than the reference price. For high-priced skin care cosmetics, the average WTP was 56,950 won which was 13.9% higher than the reference price, 50,000 won. For high-priced makeup cosmetics, the average WTP was 55,650 won, which was 11.3% higher than the reference price. Overall, the WTP was higher in order of low-priced skin care, low-priced makeup, high-priced skin care, and high-priced makeup. It means that consumers decide degree of premium based on the price and the attributes of eco-friendly products. Third, the findings showed that age, monthly income, and having children or not were statistically significant factors that influenced consumers' willingness to pay for eco-friendly cosmetics. Other explanatory variables such as education, marital status, job, purchase experience of eco-friendly products, and environmental concerns did not show any statistical significance. The major contribution of this study is the investigation of the value of green attributes of the products by using CVM. Unlike most previous researches, this research used two methods of CVM, the dichotomous choice and the payment card, so it enhanced the reliability of research. According to this study, consumers showed price sensitivity when they pay green premium. These findings can be used as useful information to establish marketing strategies for green cosmetics.

• Journal of the Korea Convergence Society
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• v.13 no.1
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• pp.167-178
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• 2022

This study attempted to confirm the effect of the user's characteristics on perceived ease of use, perceived usefulness, willingness to pay, flow and addiction to OTT service platform iQIYI users. Researchers believe that as the number of OTT service users who are willing to pay increases, research on the influencing factors and the cause of addiction is needed. As a result of the study, first, it was found that perceived usefulness affects willingness to pay, second, use intention and willingness to pay affect flow, and third, willingness to pay and flow affect addiction. This study considered that it has theoretical and practical value in that the route to flow and addiction of OTT service users was set and tested with intention to use and pay. Researchers hope that the study will expand in terms of willingness to pay and use experience of OTT services in the future.

• Journal of Korea Water Resources Association
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• v.50 no.7
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• pp.467-473
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• 2017

Recently as algae phenomenon has been intensified, the need for additional dam flushing has been raised. To establish the more rational policies concerning the dam flushing, it is necessary to evaluate the dam flushing. This paper attempts to examine households' willingness to pay (WTP) for dam flushing by using a contingent valuation (CV). Especially, unlike other CV studies which used maximum likelihood estimation (MLE), this study employed Bayesian approach. This study surveyed a randomly selected sample of 1,000 households nation-widely, and asked respondents questions in person-to-person interviews about how they would be willing to pay for the additional dam flushing. Respondents overall accepted the contingent market and were willing to contribute a significant amount (1,909.4 won), on average, per household per year. The aggregate value amounts to approximately 35.7 billion won per year.

• Journal of People, Plants, and Environment
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• v.24 no.2
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• pp.169-178
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• 2021

Background and objective: Education based on agricultural experience in school gardens is coming to the fore as a solution to reduce the negative effect of rapid urbanization and the development of information technology (IT) on students. Accordingly, this study aimed to investigate how parents of elementary, middle, and high school students in Korea perceive the value of education service using school gardens, as well as their willingness to participate in and pay for such service, and to utilize the results in a quantitative assessment of the socioeconomic value of the education service. Methods: A contactless online survey on the perceived value of education service using school gardens was conducted on 1,010 parents of elementary, middle, and high school students in Korea's five major districts from October 22 to 26 (5 days) of 2020 by M, a Korean specialized survey agency. The data collected was analyzed using SPSS for Windows 25.0 and Excel to obtain the frequency and ratio of each measured item. Results: The respondents had an average of 1.83, of which 52.8% were male. 55.3% of the respondents were aware of the education service using school gardens, and 27.9% experienced the service. When asked if they saw the educational service using school gardens as necessary, 79% answered in the affirmative. In terms of the difference in perception of the need for the service according to experience, 91.8% of the parents who experienced the service responded that it was necessary, indicating that it is important to provide opportunities to experience this service to expand the scope of service. 54.9% of all respondents responded they were willing to pay the costs required for school gardens. When income tax was used as a payment method, the average amount parents were willing to pay was 13,193 KRW, and the tax rate was 2.02%. Based on experience, those who experienced this service had a higher need and willingness to pay for the service than those who had not experience, but the actual amount or tax rate was low as they knew how it was operated. Conclusion: As basic research on the assessment of the value of agricultural experience education using school gardens, this study determined how parents perceive this form of education service as well as their willingness to participate and pay for the service. These findings can be used to systemize the assessment indicators and promote the value of the education service using school gardens, allowing students to maintain a healthy and happy school life through agricultural experience.

• The Korean Journal of Food And Nutrition
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• v.32 no.3
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• pp.202-207
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• 2019

The objective of this study was to analyze labeling improvements and evaluate willingness to pay for health functional foods with a focus on the caution for intake. For this study, we conducted a survey on health functional food intake behavior, confirmation and improvements of cautions for intake. We assessed the willingness to pay for improvement of the caution for intake. Consumers anticipate improved immune function, and fatigue improvement after consumption of health functional foods. They mainly checked the function components related to efficacy and effectiveness, ingredients and their contents, ingestion amount and method, expiry date and best mode of storage, product name, and cautions associated with ingestion of health functional foods. They has been difficulties in obtaining sufficient caution information for intake from the current labeling method. Therefore, it is necessary to improve the labeling of caution for intake. The analysis indicated that about 5.14% of the respondents were willing to pay more if new labeling was introduces. However, there is still controversy over their safety, which is damaging to the consumers. Therefore, by providing consumers with accurate and detailed information on cautions for intake, it can contribute to securing safety and improving the quality of health functional foods.

• Journal of Environmental Science International
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• v.22 no.10
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• pp.1279-1285
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• 2013

The contingent valuation method (CVM) was used along with a questionnaire survey and field research methods to analyze the factors affecting willingness to pay (WTP) for urban parks in Tai'an. The results indicated that roughly 50% of the residents visited the urban parks weekly. Doing physical exercises and viewing topped the list of activities. Residents of different characteristics had different WTPs for the service functions of urban parks. From the two surveys, 60.1% and 61.4% of residents would be willing to pay. The average individual WTPs were 42.2 $yuan{\cdot}a^{-1}$ and 43.1 $yuan{\cdot}a^{-1}$ in the two surveys, and the medianin dividual WTP was 20.0 $yuan{\cdot}a^{-1}$. WTP was mainly affected by satisfaction, and WTP value was mainly affected by education level and income. Other factors had some correlation, but none were significant. Finally, some useful suggestions and references were given to the government in order to enhance the urban park services proposal.

• Korean Journal of Organic Agriculture
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• v.27 no.4
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• pp.409-424
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• 2019

This study investigates the usage behavior and the perception of horticulturalists (horticultural activists) and simple users for urban community gardens. To this end, we surveyed 100 horticulturalists and 213 simple users. Questions in the survey are divided into five categories: 1) usage behavior of community gardens, 2) perception on the benefits of community gardens, 3) perception on the pros and cons of setting up community gardens, 4) willingness to pay for community gardens, 5) importance of specific benefits provided by community gardens. According to the survey, 95.0 percent of horticulturalists and 93.4 percent of simple users supported setting up community gardens. 58.0 percent of horticulturalists and 60.6 percent of simple users were willing to pay their residence tax for community gardens. And the annual membership fee plus resident tax of horticulturalists is 460,455 KW per person, which is 80.6 times more than willingness to pay of simple users. The results of this study can be used as basis data for valuing community gardens.

• Proceedings of the KSR Conference
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• 2004.10a
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• pp.186-191
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• 2004

Whenever some new measure to promote safety is being considered, one major input into the decision making process is to be some formal assessment of the costs and benefits involved. What levels of safety do many stakeholders believe the railway should deliver? This paper is a contribution to the efforts to answer the question. In this study, under Willing-To-Pay(WTP) based value of preventing a fatality(VPF) approach, we will study how much people are willing to trade off safety against other desirable things, summarize accepted quantitative criteria for safety quantitative criteria for safety decision, describe differences between these criteria and some current risk control actions, and present an outline of work under way to address issues related to cost-benefit analysis(CBA).

• Journal of the Korean Society of Food Culture
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• v.33 no.6
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• pp.523-530
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• 2018

The purpose of this study was to develop a technology commercialization strategy by analyzing the consumer preference for low-sodium instant noodle ramen, which has a sodium content of 1,730 mg or less. For the commercialization of such low-sodium ramen, this study examined how much consumers would pay through an analysis of consumer preference by conjoint analysis. This study surveyed 1,004 men and women in their 20 s and 50 s between the ages of 20 and 50 years in Korea using an online survey. If the price of conventional instant noodle ramen is KRW 4,000 (approximately USD 3.57) per 5 packs for one pack of 5 servings in a supermarket, this study surveyed how much more they respondents would pay if the sodium was reduced by 10.0, 20.0, and 30.0%. The study found that if sodium was reduced by 10.0, 20.0, and 30.0%, the respondents would pay as much as KRW 4,180, KRW 4,307, and KRW 4,515, respectively. The attributes of low-sodium instant noodle ramen were examined according to the degree of sodium reduction, vegetable protein ingredients, brand, where to buy and price with each level. The Marginal Willingness To Pay (MWTP) was analyzed as follows. If the sodium content of ramen soup is reduced by 1.0%, the amount that can be paid would be KRW 105.78. Respondents could pay KRW 1,673 more for famous brand ramen than an unknown brand ramen. The study results indicated that when a new product is developed and released, it can be expected to increase sales of the new product by understanding the foreseeable value that consumers could pay for and realize the technological commercialization of the technology.