• Korean Journal of Organic Agriculture
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• v.32 no.2
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• pp.183-202
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• 2024

This study investigates the factors affecting Korean consumers' willingness to pay (WTP) for domestic and organic agricultural, livestock, and processed food products. The findings reveal that obesity status, drinking frequency, and dining out frequency positively influence WTP for both domestic and organic products across all categories, while higher personal income, a convenience-seeking lifestyle, and the tendency to make shopping lists have a negative effect. The factors influencing WTP for organic products differ partially based on the country of origin, with dining out expenditure, disease symptoms, purchase of processed foods, and avoidance of risky foods show different impacts between domestic and imported organic products. The category- specific analysis shows that the perceived nutritional value of domestic products significantly affects WTP, except for livestock products. Safety certification preference has a mixed impact, lowering WTP for domestic agricultural and livestock products but increasing it for domestic organic livestock and processed foods. These results provide valuable insights for developing segmentation and differentiation strategies in the domestic agricultural market.

• Journal of the East Asian Society of Dietary Life
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• v.23 no.4
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• pp.496-507
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• 2013

The purpose of this study was to investigate the perception and willingness to purchase of nanotechnology-based foods to find out the strategy for risk communication and social acceptance. The data were collected from 253 college students in Yeungnam region through a self-administered questionnaire. Frequency, Cronbach's ${\alpha}$, t test, one-way ANOVA, Duncan's multiple range test, Pearson's correlation coefficient analysis, and multiple regression analysis were conducted by SPSS Windows V.20.0. The level of concern about nanotechnology was relatively low, and the level of the perception about necessity for the development of nanotechnology-based foods was average. In addition, the respondents showed somewhat positive thoughts for the development of nanotechnology-based foods with beneficial effect, but they were worried about the risk for it. Percentage of correct answers on knowledge of nanotechnology and nanotechnology-based foods was not high, and the level of willingness to purchase them was average. According to the result of multiple regression analysis, factors affecting the willingness to purchase of nanotechnology-based foods were concern about health, perception about importance of food safety, perception about necessity for the development of nanotechnology-based foods, and perception about the development of nanotechnology-based foods with beneficial effect. On the basis of these results, it is necessary for consumers to offer the exact and reliable information on nanotechnology-based foods.

• Journal of Internet Computing and Services
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• v.13 no.2
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• pp.1-11
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• 2012

The purpose of this paper is to estimate 'willingness to pay' for mobile data service by using contingent valuation method with double bounded dichotomous choice question. The findings are as follows.: First, the willingness to pay of mobile data service is considerably lower than current retail price. Second, the perceived degree of mobile data service such as awareness and benefit recognition is positively related to the willingness to pay of mobile data service. Our results suggest that active promotion and strengthening of the content of mobile data service are needed in order to enhance the profitability of mobile operators. The analysis results will be used to set the mobile operator's pricing strategy and to build up a successful communication policies in the mobile ecosystem.

• Journal of the Korean Society for Library and Information Science
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• v.51 no.4
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• pp.139-160
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• 2017

The purpose of this study is to find out the influence of reading role model (parents, teachers, and friends) and reading effectiveness (reading satisfaction, willingness to persistent reading, immersed reading) reflected on middle school students' academic achievement (Korean Language performance and middle school record). As a result of the analysis, the factors affecting the performance of Korean Language were father (1.9%) and mother (3.4%) among reading role models. Among reading effectiveness factors, willingness to persistent reading (8%) was the only effective factor. In the case of the middle school record, the mother (3.4%) had the only effect among the reading role models, and reading effectiveness was influenced all factors such willingness to persistent reading (10.4%), immersed reading (4.0%) and reading satisfaction (1.9%). However, except for the factor willingness to persistent reading, the it found the influence was insignificant.

• The Journal of Korea Institute of Information, Electronics, and Communication Technology
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• v.11 no.1
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• pp.63-69
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• 2018

This research analyzed the effects of IT entrepreneurship education on the will to start a new business by reemployment trainees. A survey was carried out on 187 reemployment trainees from May 15, 2017 until July 15, 2017. The SPSS 22.0 Program was utilized as the analysis method, and a reliability analysis, frequency analysis, multiple regression analysis, and correlation analysis was carried out. Research showed that statistics for IT entrepreneurship education on the will to start a new business by reemployment trainees was higher than the overall average, and there was a positive correlation between IT entrepreneurship education and Willingness. Reemployment trainees' IT entrepreneurship education had a significant effect on the sub factor Entrepreneurship Willingness, but did not have a significant effect on sub factors such as education content, lecturer, and education facilities. This research is considered to be essential baseline data for managing entrepreneurship education programs that increases reemployment trainees' Entrepreneurship Willingness through IT entrepreneurship education.

• Korean Journal of Human Ecology
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• v.18 no.1
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• pp.201-210
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• 2009

The purpose of the study is to examine the demographic characteristics and socio-psychological factors affecting willingness to take health foods among elderly, which is to get the basic materials of educational program for helping their desirable intake of healthy food. The data were collected from 1,032 elderly subjects and analyzed by SPSS Windows Version 12.0. About forty-one percent of the respondents were taking health foods in the period of survey. The main reason of taking health foods was to maintain and improve their health. The elderly subjects were classified into three groups: (1) a group having willingness to take healthy food, (2) a group having unwillingness to take healthy food, and (3) a group having a wait-and-see attitude. According to the results of chi-square and analysis of one-way variance, there were significant differences among three groups in the variables of 'sex', 'age', 'educational level', 'marriage status', 'monthly allowance', 'eating habit', 'concerns about health', 'self -evaluation of health condition', 'self-evaluation of health condition compared to the same age', 'concerns about health foods', and 'awareness of health foods'. In addition, the result of multinomial logistic regression analysis showed that the factors affecting willingness to take health foods in the future are 'age', 'concerns about health', 'self-evaluation of health condition compared to the same age', 'awareness of health foods', and 'intake of health foods in the period of survey'.

• International Journal of Highway Engineering
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• v.18 no.5
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• pp.75-82
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• 2016

PURPOSES : This study was initiated to estimate the benefits from the campaign to prevent drowsy driving crashes on expressways. The study was conducted by the Korea Expressway Corporation using a contingent valuation method. METHODS : First, a questionnaire was designed for a preliminary survey. From the survey's results, the initial willingness to pay for the campaign was determined by averaging different amounts of payments chosen under virtual scenarios in the survey. The willingness to pay data was used to find a first bid price for the open-ended method used for the second survey. After that, a primary questionnaire was designed and conducted using a single dichotomous choice question (SDBCQ). Drivers at expressway resting areas were asked their willingness to pay for the campaign. Based on statistical analysis using data collected from the second survey, the mean willingness to pay was estimated using a probability utility function. Finally, the benefit from the campaign was calculated using the estimated willingness to pay and accident data on expressways. CONCLUSIONS : Based on the result from the contingent valuation method, the benefit from the campaign to prevent drowsy driving crashes was estimated to be 170.6 won per expressway trip. The benefit is to be paid as an additional toll. In addition, the traffic crash cost estimate is about 2,209,680,000 won less than the cost during the same period in 2014.

• 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 Broadcast Engineering
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• v.19 no.3
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• pp.385-395
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• 2014

This study analyzes empirically main factors of willingness-to-pay for mobile IPTV emphasized as a key service in mobile environment. By structure equation analysis, the results shows that service diversity has influence on usefulness and service quality influences both usefulness and ease-to-use. Secondly, usability has positive impact on attitude and satisfaction. Thirdly, attitude and satisfaction influence willingness-to-pay. These result mean that quality assurance(ex, QoS) and improvement of usability are essential for revenue improvement revenue in mobile IPTV. And also this study can give empirical implications for service portfolio, pricing and bundling strategy as a leading study for mobile IPTV.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.9 no.1
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• pp.434-445
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• 2015

In reading news stories online, people are exposed to others' comments to a news story. In spite of popularity of comments to a news story online, the understanding of why and who posts a comment is still lacking. To complement scarcity and have a better understanding of comment-posting online, this study examined psychological factors which affect the likelihood of posting a comment to a news story online. In particular, three variables were considered: The first variable was communication efficacy, that is, an individual's belief about communication practices and systems, under the supposition that the people who have greater levels of communication efficacy are more likely to post a comment. The second variable was perception of public opinion, to test that when and if people judge their position of the issue as favored by the majority, they tend to post a comment. And finally, the tone of existing comments was included, to test if the tone of comments affects the willingness to post a comment. The results showed that firstly, people at a high level of communication efficacy are more likely to post a comment compared to people at the low level of communication efficacy. Secondly, the perception of public opinion partly influenced the willingness to post a comment. Especially, when people believe communication systems contribute to develop society and also when judged that their opinion is the majority's opinion, they are more likely to post a comment. Finally, the tone of the comments influenced the willingness to post a comment only on the condition that people are confident of the communication practice and are exposed to emotional comments.