여성의 암 검진에 대한 지불의사

곽민선,성나영,양정희,박은철,최귀선,Kwak, Min-Son,Sung, Na-Young,Yang, Jeong-Hee,Park, Eun-Cheol,Choi, Kui-Son 대한예방의학회 2006 예방의학회지 Vol.39 No.4

Objectives: The goal of this study is to measure women's willingness to pay for cancer screening and to identify those factors associated with this willingness to pay. Methods: A population-based telephone survey was performed on 1,562 women (aged 30 years or over) for 2 weeks (9-23th, July, 2004). Data about sociodemographic characteristics, health behaviors, the intention of the cancer screenings and willingness to pay for cancer screening were collected. 1,400 respondents were included in the analysis. The women's willingness to pay for cancer screening and the factors associated with this willingness to pay were evaluated. Results: The results show that 76% of all respondents have a willingness to pay for cancer screening. Among those who are willing to pay, the average and median amount of money for which the respondents are willing to pay are 126,636 (s.d.: 58,414) and 120,000 won, respectively. As the status of education & the income are higher, the average amount that women are willing to pay becomes much more. The amount of money women are willing to pay is the highest during the 'contemplation' stage. Being willing to payor not is associated with a change of behavior (transtheoretical model), the income, the concern about the cancer risk, the family cancer history, the marital status, the general health exam, age and the place of residence. Income is associated with a greater willingness to pay. Old age was associated with a lower willingness to pay. Conclusions: According to the two-part model, income and TTM are the most important variables associated with the willingness to pay for cancer screening. The cancer screening participation rate is low compared with the willingness to pay for cancer screening. It is thought that we have to consider the participants' behavior that's associated with cancer screening and their willingness to pay in order to organize and manage cancer screening program.

Assessing the willingness-to-pay and willingness-to-experience determinants of intangible cultural heritage

김수정,김인신 관광경영학회 2021 관광경영연구 Vol.104 No.-

본 연구의 주요 목적은 무형문화재 경험 의지와 무형 문화재 경험료 지불 의지에 영향을 미치는 요인을 조사하는 것이다. 구체적으로, 본 연구는 (1) 무형문화재 경험 의지 및 경험료 지불 의지에 영향을 미치는 결정 요소를 밝혀내고 (2) 결정 요소의 중 요성을 비교하는 것을 목표로 하였다. 본 연구는 탐색 적 요인 분석 (EFA)과 다중 회 귀 분석을 통해 방문객의 문화적 정체성, 무형문화재에 대한 관심, 무형문화재에 관리 인식 및 관광자원화를 위한 변화가 방문객의 무형문화재 체험 의지에 크게 기여한다 는 것을 발견했습니다. 또한 현재의 무형문화재 관리상태가 관광객의 무형문화재 경 험료 지불 의지에 큰 영향을 미치는 것을 밝혔다. 본 연구의 결과는 방문객들이 무형 문화재를 경험하고 경험료를 지불하고자하는 의지를 이해하는데 도움을 주며 이는 곧 무형문화재의 관광자원화를 촉진하는 데 기여한다. The main objective of this study is to investigate the factors influence on visitors’ willingness to experience ICH and that of payment for ICH. More specifically, this study aims to (1) identify the determinants which impact on willingness to experience of and pay for ICH and (2) to compare the significance of determinants. Through the Exploratory Factor Analysis (EFA) and multiple regression analysis, this study found that visitors’ cultural identity, interests in ICH, awareness of ICH management, and agree with transformation elements, significantly contribute to visitor willingness to experience ICH. Moreover, the perceived status of current ICH management significantly affects visitors’ willingness to pay for ICH experiences. The result of this study will be useful in understandings and facilitating visitors willingness to experience and payment for ICH.

오토캠핑 시 사회적 거리두기의 프리미엄 지불의사 가치평가: 가상가치평가법(CVM) 활용을 중심으로

김도연 한국관광연구학회 2023 관광연구저널 Vol.37 No.6

This study tried to estimate the value of the willingness to pay a premium for social distancing due to safety during COVID-19 while auto camping. To this end, this study estimated the willingness to pay by using the virtual valuation method (CVM), and confirmed the major influencing variables that affected this. The sign of the suggested amount was negative (-), indicating that the higher the amount of camping use, the lower the willingness to pay. The sign of COVID-19 recognition for auto camping was also negative, which means that the lower the risk at campsites and from camping activities due to COVID-19, the higher the willingness to pay. In other words, auto camping is relatively safe from COVID-19, so you pay the cost of social distancing and go camping. As a result of the estimation of the willingness to pay, the truncated average of the amount of payment was found to be 43,494 won. This is close to 50,000 won per night as suggested in the scenario, and exceeds the average amount of 36,750 won paid by campers who responded to the survey. The results suggest that consumers are willing to pay a premium for services such as social distancing. By providing services that can satisfy the willingness to pay a premium, such as social distancing, campsites provide practical meaning for continued camping activities with higher expectations of the willingness to pay a premium. The findings of this study provide theoretical implications for academia and practical implications for industry practitioners.

이미지 제시방식이 지불의사 가격에 미치는 영향: 접촉욕구의 상호작용과 심상선명도, 선택시간의 이중매개효과

류수현,한광희 한국소비자·광고심리학회 2017 한국심리학회지 소비자·광고 Vol.18 No.2

In this study, the effects of Need for Touch(NFT) level, which is one of the individual difference factors studied in the online purchasing environment, and the image presentation method which is one of environmental factors on the willingness to pay(WTP) were examined. In addition, the process of determining the willingness to pay along with each image presentation method was examined by revealing the double mediation effect of the vividness of mental imagery(VMI) and decision time(DT) between the relationship of the image presentation method and the willingness to pay. As a result of the experiment, the willingness to pay showed an interaction effect depending on need for touch level. In the group with high level of need for touch, it was found that the willingness to pay was higher when the static image was presented. And in the group with low level of need for touch, it was found that there was no difference whether the static or the rotation image was presented. As a result of examining the dual mediation effect of vividness of mental imagery and decision time, the relationship between the image presentation method and the willingness to pay was mediated by the route of ‘image presentation method → ​​vividness of mental imagery → decision time → willingness to pay’. That is, in the case of static image, the vividness of mental imagery is low and accordingly the willingness to pay is increased as the decision time becomes longer. 본 연구에서는 온라인 구매 환경에서 연구되는 개인차 요인 중 하나인 접촉욕구(Need-For-Touch: NFT) 수준과 환경적 요인인 상품의 이미지 제시방식이 상품에 대한 지불의사 가격(Willingness To Pay: WTP)에 미치는 영향을 살펴보았다. 또한 이미지 제시방식과 지불의사 가격의 관계를 심상선명도(Vividness of Mental Imagery: VMI)와 선택시간이 이중 매개함을 밝힘으로써 각 이미지 제시방식에 따른 지불의사 가격이 결정되는 과정을 살펴보았다. 실험 결과, 지불의사 가격은 이미지 제시방식, 접촉욕구 수준에 따른 상효작용 효과를 보였다. 접촉욕구가 높은 집단에서는 정적 이미지를 제시하였을 때 지불의사 가격이 높아짐을 알 수 있었고, 접촉욕구가 낮은 집단에서는 이미지 제시방식에 따른 지불의사 가격의 차이가 없음이 나타났다. 심상선명도와 선택시간의 이중매개효과를 살펴본 결과, ‘이미지 제시방식 → 심상선명도 → 선택시간 → 지불의사 가격’의 경로로 이미지 제시 방식과 지불의사 가격 사이를 매개 하였다. 즉, 정적 이미지의 경우 덜 생생한 심적 이미지(심상선명도)를 형성하고, 그에 따라 심사숙고 시간(선택시간)이 길어지면서 지불의사 가격이 증가하는 것으로 보인다.

Research on the Factors Affecting the Willingness to Pay for Digital Music

Yan Zhou 한국컴퓨터정보학회 2019 韓國컴퓨터情報學會論文誌 Vol.24 No.6

Based on the theory of planned behavior and the theory of legal deterrence, this study takes consumers" willingness to pay for digital music as the research object, investigates the consumers who have digital music consumption channels and behaviors, and discusses the willingness of consumers to pay for digital music and its influencing factors. The study attempts to achieve the following research purposes: First, explore the influencing factors of willingness to pay for digital music using domestic and foreign literature research and related content analysis. Second, we want to examine the effect of Attitude, Collective Specifications, Quality Sensitivity and Music affinity on willingness to pay. Third, Legal deterrence and resource availability tries to verify whether there is a moderating effect between Attitude, Collective Specifications, Quality Sensitivity and Music affinity and willingness to pay. The research data was collected in 2019 between April 6th to May 8th. Questionnaires were randomly distributed in fixed places, mainly in Hubei Province, China. A total of 393 questionnaires were selected for data analysis. Based on the previous theoretical review and empirical analysis, the study draws the following conclusions: Firstly, attitude, collective specifications, quality sensitivity and music affinity have an impact on the willingness to pay. Second, Legal deterrence has a regulatory effect on the relationship among quality sensitivity, musical affinity and the willingness to pay. Last the resource availability has a significant impact on the willingness to pay. It also has a regulatory effect on the relationship among quality sensitivity, music affinity and the willingness to pay.

재무상담비용 지불의사와 지불의사비용에 관한 연구

차경욱 한국소비자정책교육학회 2015 소비자정책교육연구 Vol.11 No.1

본 연구에서는 소비자들의 재무상담비용 지불의사와 지불의사비용을 파악하고, 사회경제적 특성, 재무행동 특 성과 재무상담 내용별 요구도에 따라 재무상담비용 지불의사에 유의한 차이가 있는지를 분석하였다. 또한 재무상 담비용 지불의사와 지불의사비용(상담 1회당 지불액)에 영향을 미치는 요인을 분석하였다. 한국투자자보호재단에서 실시한 2013년 펀드투자자조사 원자료를 사용하여 총 2,530명의 표본을 분석대상으로 하였다. t-검증과 chi-square 검증을 통해 조사대상자 특성에 따른 재무상담비용 지불의사를 비교하였고, Heckman 의 2단계 추정모델을 통해 재무상담비용 지불의사와 지불의사비용에 영향을 미치는 요인을 분석하였다. 본 연구 의 주요 결과는 다음과 같다. 첫째, 조사대상자의 약 36%가 재무상담을 위해 비용을 지불할 의사가 있는 것으로 나타났다. 이들은 평균적으 로 재무상담 2.4회에 9.75만 원 정도를 지불하겠다고 응답하였고, 재무상담 1회당 지불의사비용은 평균 5.1만 원으로 나타났다. 둘째, 여성 보다는 남성이, 고졸이하 보다는 대졸 집단이 재무상담비용 지불의사가 높았으며, 전문/관리직, 사 무직, 서울 및 수도권에 거주하는 조사대상자, 월평균소득, 월평균가계지출, 금융자산총액과 부동산자산 총액이 높은 집단에서 재무상담비용을 지불할 의사가 높은 것으로 나타났다. 셋째, 투자원금에 손실이 발생하는 것을 원하지 않는 안전형 집단 보다는 투자위험을 인지하고, 투자수익을 적 극적으로 실현하고자 하는 집단이 재무상담 서비스를 위해 비용을 지불하고자 했으며, 투자자교육과 재무상담을 받아 본 경험이 있는 집단이 그렇지 않은 집단 보다 재무상담비용 지불의사가 높았다. 가장 받고 싶은 재무상담 이 주식, 채권 등의 직접투자, 사업자금 마련 및 운용, 주택마련과 부동산투자의 경우, 재무상담비용을 지불하겠 다고 응답한 비율이 높았다. 넷째, 재무상담비용 지불의사를 두 단계의 의사결정과정으로 나누어 본 결과, 지불의사에 영향을 미치는 요인 과 지불하고자 하는 비용에 영향을 미치는 요인이 다르게 나타났다. 성별, 투자실력에 대한 주관적 평가는 재무 상담비용 지불의사와 지불의사비용 모두에 유의한 영향을 미쳤고, 자녀수, 교육수준, 월평균가계소득, 투자성향, 투자자교육과 재무상담 경험여부 등은 지불의사에만 영향을 미쳤으며, 직업, 금융자산총액은 지불의사비용의 규 모를 결정하는데 있어 유의한 영향력을 나타냈다. This study examined consumers’ willingness to pay for financial counseling services. It compared the willingness to pay for financial counseling by respondents’ socio-economic characteristics, financial behavior, and needs for counseling of the financial problems. And it analyzed which factors influence the willingness to pay for financial counseling and the amount of costs. Data for this study were from the 2013 Fund Investors Survey (n=2,530) from the Korean Investors Protection Foundation, and were analyzed by t-tests, chi-square tests, and Heckman's two-step estimation models. The findings of this study were as follows: First, about 36.3% of respondents were willing to pay for financial counseling. The average wilingness to pay was 97,500 won for 2.44 counseling services. Second, those who were males, college educated, professions, managers or office workers, lived in Seoul were more likely to pay for financial counseling. Those who had higher income and expenditures, had more financial asset holdings and real estates were more likely to pay for it. Third, those who like the safe assets were more likely than those who tolerate the investment risk to have willingness to pay for financial counseling. Those who experienced the investor education and financial counseling services were willing to pay for financial counseling. Fourth, sex and self-confidence for investment variables had significant effects on both the intention and amounts of willingness to pay for financial counseling. Household incomes had generally positive impacts on the intention to pay for financial counseling, while financial asset holdings increased amounts of willingness to pay.

Willingness to pay for Halal transportation cost: The Stimulus-organism-response model

A. H. NGAH,HD KIM,R.M.HANAFIAH,N. H. M. SALLEH,J. JEEVAN,N.M. ASRI 국제이네비해양경제학회 2019 International Journal of e-Navigation and Maritime Vol.12 No.1

Halal transportations will ensure that the Halal status of the products will be preserved. Halal certification is believed to increase the operation cost for the transport providers, which reflect the price paid by customers who choose to buy products transported by Halal transportation. Hence, it is worthwhile to investigate the willingness of Muslim consumers to pay extra for the Halal transportation cost. The study aims to identify factors influencing Muslim consumers’ attitude towards their willingness to pay for Halal transportation. Using the stimulus-organism-response model, attitude which represents the organism factor will be treated as a mediator for variables representing the stimulus factors and the variable for the response. On the other hand, the study will also examine the effect of knowledge as a moderating factor. The data was collected from Muslim consumers in Kuala Lumpur. Applying the purposive sampling method with a self-administered survey, 202 respondents agreed to participate in the study. The findings revealed that awareness and perceived behavioural control are a stimulus towards attitude, and attitude is a significant organism on willingness to pay. The study also found that attitude mediates the relationship between awareness and perceived behavioural control towards the willingness to pay for Halal transportation. Additionally, the knowledge has a moderating effect of the relationship between attitude and the willingness to pay. The findings of the study are not only beneficial for the Muslim community in Malaysia, but also the Muslims around the world.

소비자의 이타주의적 가치관과 자기중심적 가치관이 사회적 책임의식과윤리적 패션제품에 대한 프리미엄 가격 지불의도에 미치는 영향

최영현,안가영,김은혜,이규혜 한국의류산업학회 2020 한국의류산업학회지 Vol.22 No.5

The fashion industry is accountable for labor and environment-related issues. With such issues raised, consumers' social responsibility for environmental and labor issues has become an important factor that shapes the perception of companies. This study investigates the relationship between consumer values, concerns regarding social issues, and willingness to pay a premium for ethical fashion products. This study included two exogenous variables of altruistic value and egocentric value. In the conceptual model, consumers’ social responsibility was conceptualized as two constructs of environmental consciousness and labor-issue consciousness. It was then analyzed as mediating variables. Willingness to pay a premium for ethical fashion products was the endogenous variable. Data was collected and analyzed with PLS-SEM from 600 consumers. The assessment of discriminant validity and construct validity using CFA were conducted before analyzing the model. Structural equation modeling results revealed that altruistic value directly influenced environmental consciousness and labor-issue consciousness. However, egocentric value was directly and significantly influenced only by labor-issue consciousness. Both environmental and labor issue consciousness directly influenced customers’ willingness to pay a premium, but did not significantly change their willingness to pay a premium. Two-stage serial mediation analysis results indicated that the constructs did not have a significant mediation effect on the exogenous variables (altruistic value and egocentric value) and the endogenous variable (willingness to pay a premium) for ethical fashion products. This study found the influence of consumer’s personal values on their willingness to pay a higher price for ethical fashion products.

이상기후가 도시열섬 저감에 대한 지불의사금액에 미치는 영향에 관한 연구 : 서울시 가로수 식재 사업을 중심으로

이현경(Lee, Hyun-kyung),김홍배(Kim, Hong-bae) 한국도시부동산학회(구.도시정책학회) 2021 도시부동산연구 Vol.12 No.3

The paper attempts to analyze the effect of climate change on individual’s willingness to pay for urban heat island mitigation. In this paper, climate change represents change between heatwave and rainy season. Utilizing the contingent valuation method, each willingness to pay for street tree planting policy under two climate conditions is estimated. In order to specify the effect of climate change on willingness to pay, a dummy variable for two climate conditions is included as an explanatory variable for willingness to pay. Then, the statistical difference between the average willingness to pay under each condition is examined. The paper shows that the rainy season had a statistically significant negative effect on the willingness to pay for urban heat island mitigation. Also, it reveals that there is a statistical difference in the willingness to pay between heatwave and rainy season conditions. Finally, this paper suggests a policy direction for urban heat island mitigation based on the results obtained.

동강 보전을 위한 지불의사액 추정과 영향요인의 분석

설석진 한국정책개발학회 2009 정책개발연구 Vol.9 No.2

본 논문은 가상가치평가법을 이용한 지불의사액의 추정을 통하여 동강 환경자원의 경제적 가치를 산정하고, 아울러 지불의사액에 영향을 미치는 요인을 추출하여 이들 요인이 지불의사액 결정에 어떤 영향을 미치는지를 분석하려는 것이다. 로짓모델을 통한 분석결과 동강 환경자원에 대한 지불의사액은 절단평균을 기준으로 할 때 1가구당 월 평균 약 4,552원으로 추정되었고, 이 금액에 제주도를 제외한 전국의 가구수를 곱하여 산출한 동강의 경제적 가치는 연간 약 853,248백만원으로 산정되었다. 아울러 지불의사액에 대한 영향요인으로 선정된 동강에 대한 인지도, 환경보전의식, 환경단체 및 직업 관련성, 소득수준, 성별, 연령, 교육수준 중 교육수준, 월 가구소득 수준, 동강에 대한 인지도는 지불의사확률 및 지불의사액과 양의 상관관계에 있는 것으로 나타났다. 또한 환경보전을 지지하는 응답자가 개발지지자 보다 지불의사확률이 높고 지불의사액도 높은 것으로 나타났다. 그러나 응답자의 성별, 연령, 그리고 환경단체나 환경관련 직업 관련성은 지불의사와 통계적 유의성이 없는 것으로 나타났다. This study is to estimate the willingness to pay, the value of preserving environmental resources in Donggang by means of CVM, identify the factors that influence the willingness to pay and to analyze the level of influence given to the willingness to pay by those factors. As a result, the average willingness to pay for each household is estimated to be 4,552 Korean Won per month on the basis of a truncated mean and the economic value of Donggang environmental resources is estimated to be 853,248 million Korean Won per year for the entire household in the mainland Korea. The result of probit analysis has revealed in general that the higher the education level and monthly income, the more willingness to pay. Likewise it has also been observed that the higher the level of recognition of Donggang, the more amount of willing to pay. As to the environmental awareness, those respondents who are more interested in the environment or those who oppose wetland develooment have expressed more willingness to pay. But sex, age and whether the person is a member of environmental NGOs or has a job in the field of the environment have shown no meaningful relation with the willingness to pay.