Using the developed wedding planner selection criteria scale, this study examined whether wedding planner selection criteria differ according to consumer characteristics such as demographic characteristics and wedding preparation behaviors. The main survey for this study was conducted via the Internet with 295 consumers aged 20-30 living in the Seoul metropolitan area. The data collected from the survey processed and analyzed using the statistical programs SPSS 21.0 t-test. Analyzing how wedding planner selection criteria differ according to consumers’ demographic characteristics and wedding preparation behaviors, results shown for the wedding planner selection criteria were all four points on average except for individual characteristics and important sub-factors regardless of the consumers’ characteristics, and various results were derived depending on the consumers’ characteristics. This study has various practical implications in that it verified the difference in wedding planner selection criteria according to consumer characteristics and determined how much money consumers were willing to play for wedding planners. It is recommended that future studies take various approaches to investigate how wedding planner users are satisfied with or place importance on wedding planner services and conduct empirical using the selection criteria developed in this study to compare influential variables that affect behavior intention and willingness to pay according to consumer type.

본 논문은 최근 이상기후에 따른 재해·재난대비수단으로 유용하게 활용되고 있는 저수지의 개보수사 업에 대한 경제적 효과를 계량적으로 분석한다. 이를 위해 저수지개보수사업의 목적을 자연재해에 대비 한 안정적인 농업용수 공급과 시설노후에 따른 붕괴예방으로 나누어 그 효과를 각각 측정한다. 저수지 개보수사업에 대한 효과 측정은 저수지 일대에 거주하고 있는 주민들을 대상으로 개보수사업에 대한 지 불의사와 금액을 가상가치평가법(CVM)을 이용하여 추정한다. 분석 결과, 자연재해와 재난 예방 관련 지불의사금액의 분포는 유사하게 나타났다. 표본 지역 주민들의 66%가 개보수사업에 지불할 의향이 있 다고 응답하였다. 전체 표본에 대한 자연재해 예방 관련 지불의사금액은 주민 평균 32,250~46,147원이 고, 재난 예방 관련 지불의사금액은 28,427~47,308원으로 나타났다. 지역유형별로 지불의사금액을 비 교해 보면 논 농업 지역, 시설재배 지역, 도시 지역 순으로 높게 나타났다. 한편, 주민별 지불의사금액 에 기초하여 각 지역의 저수지개보수사업에 대한 총 기대가치를 산출한 결과 논 농업 지역과 시설재배 지역의 총 기대가치는 실제 사업비 규모에 비해 상당히 높게 나타났다. 이는 주민들이 자연재해 및 재 난 예방을 위한 저수지개보수사업의 중요성을 충분히 인지하고 있으며 현재 사업비가 충분치 않을 경우 추가적인 비용을 부담할 용의가 있음을 시사한다.

This study is to compare and evaluate the estimating method of WTP(willingness to pay) for the valuation of oceans and fisheries resources with non-market goods characteristics using contingent valuation method. In general, when estimating parameters of the WTP function, we should take into account the assumption of probability distribution, inclusion of covariates, method of inducement of payment, and the treatment of 0 payment intention and resistance responses. This study utilizes survey data that was used to estimate the value of fisheries resource protection zones, with a total of 1,200 samples. The main results of this study are summarized as follows: First, the final willness to pay amount is estimated at a statistical significance of less than 1 percent, and the distribution of the final willness to pay amount is from ₩6,926 of the double bounded dichotomous model to ₩10,721 of the spike model. Second, the willness to pay amount based on assumptions about the normal and logistic probability distributions are estimated to be ₩9,429 and ₩9,370 respectively, so there was no significant difference. Third, the willness to pay amount of the single bounded dichotomous model and the double bounded dichotomous model are estimated to be ₩8,951 and ₩6,926 respectively, making a relatively large difference. Fourth, the willness to pay amount of the model without covariates and the model with covariates are estimated to be ₩9,429 and ₩8,951, respectively, so the willness to pay amount is underestimated when the covariates are included. Fifth, the Spike model that considers zero payment intention and resistance response estimates ₩10,405 as the highest payment in this study. Finally, the CVM analysis guidelines proposed by the Korea Development Institute (KDI) are estimated to be ₩9,749 and ₩10,405 respectively, depending on including no covariates and with covariates. Compared to other models, the final willness to pay amount is not estimated underestimated. Therefore this study suggests the use of KDI's guidance under government public policy projects. In view of these results, the estimating model for willness to pay amount model will be selected by considering the sample size, the suitability of the model, the sign of the estimated coefficient, the statistical significance, the ratio of the zero payment intention and the payment rejection. And, for CVMs on government public policy projects, it is desirable to estimate by the method proposed by the KDI.

이 논문에서는 쌀 식빵에 대한 소비자의 지불의향 및 가치를 분석하였다. 주요 분석결과를 정리하면 다음과 같다. 첫째, 건강에 대한 소비자의 관심도를 조사한 결과 응답자의 62.0%인 188명이 건강에 대 해 고관심 군으로 분석되었다. 이는 식품소비에 있어 가격뿐만 아니라 건강 등 식품의 속성요인에 소비 자의 관심이 높다는 것을 의미한다. 둘째, 쌀 식빵에 대한 응답자의 지불의사분포를 살펴보면 제시금액 이 높을수록 구매의향이 낮은 것으로 나타났다. 즉 쌀 식빵에 대한 소비자지불의향은 일반적 수요법칙 을 따르는 것으로 분석되었다. 셋째, 로짓모형을 통해 쌀 식빵에 대한 지불의향을 분석한 결과, 질병이 있을수록, 가족수가 많을수록 쌀로 만든 식빵에 대해 구매 확률이 높은 것으로 나타났다. 한편, 가격(제 시금액)이 높을수록 쌀로 만든 식빵에 대한 구매의향은 낮아짐을 알 수 있다. 넷째, 쌀로 만든 식빵에 대한 평균 지불의사금액은 500g당 4,979.7원으로 분석되었다. 즉 이는 밀가루 식빵 대비 약 2.5배의 가격 프리미엄이 있다는 것을 의미한다.

The objective of this study was to propose motivation for the analysis of consumer’s purchasing behavior and willingness to pay for the new soymilk products in cooperative stores. We surveyed the purchasing behavior, willingness to purchase, willingness to pay, and impact factors on willingness to pay. The results indicated that most consumers drank soymilk more than once per week. The reasons for consuming soymilk were health, nutrition, and taste, in order. When purchasing soymilk, consumers considered environment-friendly, quality, country of origin, brand, and price, consecutively. Taste was also an essential quality factor. Thus, consumers showed some willingness to purchase new soymilk products. In addition, cooperative members considered environmental characteristics of raw material and improvement of preference for final product as more important than functionality or food additives. Differentiation of process and marketing strategies are required for the development of soymilk products for cooperative members.

The objective of this study is to propose an export strategy due to an analysis of USA and Japan consumer's perception and willingness-to-pay for flower tea. For that, we conducted a survey on the consumer's perception on flower tea compared with leaf tea such as green tea. We also analyzed the willingness to purchase and pay for it. The reasons of drinking of flower tea for USA consumer are 'flavor'-followed by 'taste', and for Japanese consumer 'relaxation'-followed by 'flavor' in order. Both of them consider 'quality', 'safety'- and 'origin' in order when they purchase flower tea. USA consumers have a willingness-to-pay of about 8.3% and Japanese consumers have a willingness-to-pay of about 29.1%. Based on those results, it is necessary to differentiate the process and marketing strategies for the export of flower tea.

The objective of this study is to propose the motivation of the analysis on consumer’s purchase behavior and willingness-to-pay for flower tea. Therefore, we survey the purchase behaviors on flower teas as compared with leaf teas such as green teas. We also analyze the willingness to purchase and pay for such teas. The reasons for consuming flower teas are ‘flavor’, ‘beauty/diet’, ‘health’, consecutively. Consumers prioritize ‘safety’, ‘quality’, ‘price’, and ‘design’ when purchasing flower teas. Nevertheless, it is also essential to consider ‘flavor’ as a quality factor. It is necessary to differentiate the process and marketing strategies for the development of flower teas.

본 연구의 목적은 응답자의 사회ㆍ경제적 상황에 따 른 산림경관에 대한 지불의사금액의 차이를 구명함에 있다. 이를 위해 통계적 기법을 활용하여 사회ㆍ경제적 상황에 따른 지불의사금액의 차이를 분석한 결과, 산림 을 접할 때 가장 높은 금액을 지불할 의사가 있는 것으 로 나타났다. 그리고 남자보다는 여자가 더 높은 지불 의사금액이 나타났으며, 전문직, 자영업 등 경제적 여 유가 있는 직업보다는 생산직, 공무원 등과 같이 시간 적 여유가 있는 직업에서 높은 지불의사금액이 나타났 다. 그리고 연령에서는 은퇴 후인 60대에서 산림경관에 대해 지불할 의사가 낮은 것으로 나타났다. 가구당 소 득에 있어서는 소득이 증가할수록 지불의사가 증가하는 경향을 보이고 있으나 1,000만 원 이상 고소득층에서는 오히려 지불의사가 가장 낮게 나타난 점이 흥미롭다.

The purpose of this study is to estimate farmers’ willingness to accept (WTA) of direct payment for increasing public benefit using the contingent valuation method. The double-bounded dichotomous choice and the open-ended question were used to measure WTAs for basic form and optional form, respectively. The results show that WTA for basic form was inversely proportional to the acreage. WTAs were KRW 1,694,001 with 2 ha or less, KRW 1,617,789 with over 2 ha~6 ha, and KRW 1,562,977 with over 6 ha. The results also indicate that WTAs for optional form are similar to payments of agricultural environmental conservation program except physical (chemical) control of pests and weed. The results of this study can provide useful information for the establishment of direct payment for increasing public benefit.

The objective of this study is to analyze the factors increased use of environmentalfriendly agricultural product in school food service. For this, I surveyed the perceptions on environmental-friendly agricultural product and willingness-to-pay for increasing use to 500 parents of elementary, middle and high school. As a result, the perception of environment and safety is the highest, but health and consumption is the lowest. The average of willingness-to-pay is about 12,136 Won per month. But 14.2 percent of the total respondents said that they did not have a willingness-to-pay, and 62.6 percent said that they would pay an additional 10,000 won or less. The factors affecting the willingness-to-pay were gender, income, health and consumption factors. Despite the low level of parents’ perception of the health and consumption factors for environmental-friendly agricultural products, health and consumption factors affect statistically significant on the willingness-to-pay compared to others. Most of the promotion and education of environmental-friendly agricultural products has focused on safety, but this study suggests that education on the health and correct consumption of environmental-friendly agricultural products is important.

In this study, we estimate the greenhouse farmers' willingness to pay of agricultural water supply through pipeline. First, in the questionnaire design, orthogonal design and block design were used to enhance the ease of survey. Second, the theoretical model was constructed through the setting of the probability utility function, and the parameters were estimated by using the conditional logit model. Third, all of the estimation coefficients were statistically significant at the 1% significance level. The results of analysis are summarized as follows. First, the probability of selection is increased when maintenance is carried out by Korea Rural Community Corporation or local government. Second, the probability of selection is increased when agricultural water supply through pipeline is higher than the current level. Third, if the Korea Rural Community Corporation carries out maintenance management, the marginal willingness to pay is 44 won per ton. And if the local government carries out maintenance management, the marginal willingness to pay is 25 won per ton. Fourth, according to the quality level of agricultural water supply, the marginal willingness to pay is 101 won, 114 won and 120 won per ton, respectively. This study can be used as a basic data on the cost setting for agricultural water supply through pipeline.

This study analyze the willingness to pay for customized agricultural products to diabetes. For this purpose, a survey was carried out for patients with diabetes 212 patients. The main results are as follows. First, the survey found that the interest in health and food was found to be very high in 93.9 % and 85.9 % respectively. This means that there is sufficient market potential if customized food and diets for diabetes are developed. Second, the Logit analysis showed that influential factor for the willingness to pay for a customized diet. The higher the risk, the better the health outcomes, the higher the likelihood that the higher the level of income, the more likely it is to purchase a product for a diabetic food package. Third, the average amount of willingness to pay for the customized food for diabetes patients was 7,823.5 won and the truncated average value was 6,953.3 won.

The purpose of this study is to quantitatively analyze the corresponding residents' benefit to get in the future from the district unit plan of the settlement zone by Cheongju local government. The target districts were selected as Gumdeong-gol district, Juseong district, and Shinmok-gol district, and Hyeonam district which had recently set their district unit plans. Specific targets to be analyzed were some infrastructure including roads, parking lots, parks and others. Using the analysis methods of the Logit model and non-parametric test approach, this study estimated to the average amounts to be willingly paid(WTP) by the residents in targeting settlement zones and tested the reliability of the average amounts of WTP. The results of analysis were as follows. First, it was found that the WTPs for infrastructure under 1st influence area in target districts were estimated as 5,233won for road, 2,826won for parking lot, and 3,705won for park respectively. For the WTPs for infrastructure under 1nd area were estimated as 4,910 won for road, 2,242won for parking lot, and 3,620won for park respectively. Second, as the result of calculating the non-parametric WTP which built the 95% confidence interval, it was found that the all WTPs except the WTP for parking lot were fell into the 95% confidence interval. Third, as the result of calculating yearly total sum of benefits that the residents would get from the 1st influence area and the 2nd influence area, it was found that Gumdeong-gol district were expected to get 62,376,472won-amounted benefits, and Juseong district, and Shinmok-gol district, and Hyeonam district would get 35,0778,016won, 26,886,560won, and 22,252,032won respectively.

The purpose of this study is to survey on parents' preference and estimate parents' Willingness to pay(WTP) for after-school rural experience program in daegu city by choice experiment(CE). The results of this study are as follows; First, we divided after-school rural experience program into three types, namely: nature seeing, play exercise and learning experience. Second, the study has shown that parents prefer learning experience among those after-school rural experience programs. Among attributes which form a experience program, instructor certificates, consuming time and expense for participant are statistically effecting significant impact. Third, the result of estimation on willingness to pay for development of after-school rural experience program is as follow. The willingness to pay for learning experience is 6,337won, willingness to pay for instructor certificates is 14,102won and it for consuming time is 2,926won. Therefore, composition centering learning experience is better and instructor who has expert certificate is required. It is much better to compose that the consuming time is longer and the expense for experience is lower. But there is limitation because this survey was conducted based on an assumption, so it could read over estimation problem. The result of this study may provide useful information to develop after-school rural experience program using rural resources and to improve rural tourism policy.