The practice of paying for meals in a society is a social behavior that reflects the culture of that society. Accordingly, this study examined Koreans' way to pay for meal and perception of that meal payment methods in various contexts. In Study 1 and 2, Korean college students were asked open-ended questions about the payment methods that Koreans prefer in various situations, and asked to describe reasons for liking or disliking 9 payment methods derived by study 1. As a result, positive characteristics stood out as fairness such as rationality and fairness, as well as intimacy such as friendliness, affection. In Study 3 and 4, we investigated the perception of 6 payment methods (equal payment, membership dues payment, rotational payment, hierarchical payment, ability payment, and volunteering payment method) and examined whether there were generational differences in preferences for six payment methods depending on the situation. As a result, each payment method could be classified into a payment method closer to the logic of reason (sari), which emphasizes fairness, and the logic of heart (simjung), which emphasizes emotional intimacy. Payment method closer to fairness (equal method) was consistently preferred by young people. These results were discussed focusing on the cultural characteristics of Korean society.

This study examines how service innovation influences consumers’ perceived service luxuriousness and willingness to pay more. Service innovation influences willingness to pay more when service luxuriousness mediates. Type of service (functional vs. emotional) and level of brand equity (high vs. low) moderate the relationship between service innovation and service luxuriousness.

In many situations, consumers have to make a sacrifice (e.g., price premium, loss of personal comfort and efficiency) when choosing a green product over its traditional alternative. Utilizing attribution theory, we offer a set of research propositions as an attempt to explain how consumers may rationalize their perceived sacrifice in making green purchases. First, we posit that consumers’ internal attribution (i.e., individual behaviors cause environmental degradation) enhances their green purchase behavior. Second, internal attribution would generate senses of self-efficacy and guilt, which lead to motivations to accept the perceived sacrifice in purchasing green products. Third, when green purchase indicates a significant sacrifice, consumers tend to develop a coping strategy by switching attribution of responsibility to others, and thus the influence of internal attribution on green purchase will be weakened.

In Laos, smallholder cattle farmers rely primarily on natural grassland grazing, which needs to be improved for fattening. Notably, most cattle prices are determined by the middleman, by looking, so buyers tend to undervalue their price, which makes cattle farming a minimal investment. Urea-Molasses Block (UMB) supplements can effectively enhance a nutrient diet in low-quality roughage systems. This study aimed to determine factors affecting UMB and farmers’ Willing To Pay (WTP) for UMB as a new input material with data from six villages, two districts of the Vientiane Capital, in January and July 2019. The results indicate that farmers with relatively high education, consent to the positive effect of UMB, and previous experience purchasing feed during the dry season are more likely to pay a high positive WTP. The average WTP for UMB ranges from USD 5.7 to 6.5 per month for one cattle, which is approximately 10.2~11.6% of current annual costs for average smallholder cattle farmers. These findings will be significant in improving productivity at the initial development stage of farms in Laos, especially for smallholder farmers.

우리나라 해양보호생물로 등록된 거머리말은 해양수질 개선, 해양생물의 먹이와 산란장, 서식지 제공, 이산화탄소 흡수 등 인간에게 중요한 생태계서비스를 제공한다. 정부는 거머리말 보호구역 지정을 통해 훼손된 서식지를 복원하여 거머리말을 보호하고자 노력하고 있다. 본 연구는 조건부 가치측정법을 적용하여 거머리말의 보전에 대한 대중의 지불의사액을 추정한다. 구체적으로 전국 1000가구를 대상으로 한 설문조사를 수행하여 자료를 수집했으며 이때 지불의사 유도방법으로는 1.5경계 모형을 채택하였다. 수집된 자료의 분석에는 영의 WTP를 다루기 위해 스파이크 모형을 적용하였고, 단일경계 모형도 추정하여 1.5경계 모형과 비교한 결과, 두 모 형 사이에 큰 차이가 없는 것으로 나타났다. 거머리말의 보전에 대한 평균 지불의사액은 연간 가구당 4,087원으로 추정되었고 통계적 으로 유의했다. 이 값을 전국 가구로 확대하면 국가적인 가치는 연간 841억 원에 달한다. 이 값은 거머리말의 보전에 대한 경제적 가 치 또는 편익으로 해석할 수 있으며 거머리말 보전과 관련된 정책 수행에 대한 경제성 분석 시 중요한 기초자료로 활용할 수 있다.

With the development of the economy and the continuous improvement of people’s living standards, consumers’ increasing demand for safe food has become an inevitable trend of social development. On the one hand, food safety is an urgent social problem needed to be solved in China. On the other hand, the food safety guarantee method based on a traceability system is popular. This paper systematically studies the influencing factors of consumers’ willingness to pay for the extra price of traceable pork in the Yanbian area through empirical analysis. The result showed that consumers’ attitude and subjective norms, and perceived behavior control, have significantly positively affect consumers’ willingness to pay the extra price. Meanwhile, consumers’ perceived risk of traceable pork significantly moderates the effect on consumers’ attitude and willingness to pay an extra price. The results can provide the corresponding reference for government agencies to formulate policies and provide valuable suggestions for enterprises to develop a pork traceability market to realize the development of a pork traceability system in the Yanbian area to ensure consumers’ food safety.

This study analyzes overall honey consumption and purchasing behavior, and in particular, seeks to identify factors that influence the willingness to pay (WTP) for native honey. A survey of 500 South Korean consumers was conducted to understand their purchasing experiences and perceptions related to honey. A multiple linear regression analysis was carried out to comprehend the effect of the following factors on the willingness to pay for native honey: 1) knowledge of honey, 2) health consciousness, 3) the unhealthy = tasty intuition (UTI), and 4) positive perception of sweetness. As a result, consumers with more knowledge about honey, higher health consciousness and more positive perception of sweetness were more willing to pay for native honey. On the other hand, past honey purchasing or consuming experience had no significant impact on the willingness to pay for native honey. Marketing strategies and implications were derived from the characteristics of native honey consumers identified in this study.

본 연구는 중소기업의 임원보수, 기업성과, 국제화에 대한 소유구조의 역할을 고찰한다. 소유와 경영의 엄격한 분리를 상정한 기존 문헌과 달리 소유와 경영이 중첩되는 임원의 주식소유에 주목한다. 임원 소유지분을 지배주주 소유지분과 분리․취급함으로써 임원보수, 기업성과, 국제화에 미치는 소유지분의 순효과를 임원과 지배주주의 몫으로 분해하여 측정할 수 있다. 이에 2014~2018년 기간 비금융산업에 속하는 국내 상장 중소기업의 공시정보를 활용하여 소유지분 및 임원보수가 기업성과와 국제화에 각각 어떠한 효과를 가져오는지를 주로 분석하였다. 주요 분석 결과는 다음과 같다: (1) 임원보수는 기업성과와 국제화에 직접 영향을 미치는 요인이며, (2) 임원 지분소유는 임 원보수와 양의 상관관계를 통해 간접 경로로 기업성과와 국제화에 영향을 주고 있으나, (3) 지배주주 지분소유은 기업성과 및 국제화에 직․간접 관계가 있다고 판단하기 어렵다. 이 결과를 통해 소 유와 경영의 일치가 기업성과와 국제화에 직․간접적으로 중요한 요소라는 점을 확인할 수 있다.

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.

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.

PURPOSES : This study establishes a pay adjustment factor scheme that will penalize or provide incentives to contractors after pavement construction in Seoul City. METHODS: Random sampling was conducted, wherein acceptable quality characteristics (AQCs) of the field mixture such as the aggregate gradation, asphalt binder content, pavement thickness, field air void, and IRI (International Roughness Index) were determined. Using the acquired field data, the percent within limit (PWL) values of each AQC were determined. RESULTS : Weight factors were used to consider the effect of each AQC, since field data varies depending on the field condition. The total pay factor (PF) was determined by combining the PF material and PF construction. PF material considers the asphalt binder content and the aggregate gradation, while PF construction considers the field air void, pavement thickness, and field IRI. CONCLUSIONS: A pay adjustment factor was established by determining the PWL of each AQC and calculating the corresponding pay factor. Based on the results, it is found that PWL is a reasonable and acceptable method for evaluating the pavement quality and determining the pay factor.

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.

The purpose of this study is to verify the mediating effect of pay satisfaction on the relation between procedural justice and organizational commitment. A survey was conducted to examine the mediating effect of pay satisfaction on the responses of 529 employees. The study chose sex, age, education, position, job type and career as control variable, and the regression model which treated procedural justice as independent variable and organizational commitment as criterion variables were set. A pay satisfaction was supposed as mediating variable of these relationships. The data analysis was conducted by SAS 9.4ver and LISREL 8.80. The results of this study confirm underneath the followings. First, the relation of procedural justice and organizational commitment are significantly unique. Second, procedural justice are positively related to pay satisfaction. Third, pay satisfaction is significantly positively related to organizational commitment. Fourth, the pay satisfaction is partially mediated on the relationship between procedural justice and organizational commitment. This means that the pay satisfaction mediates the relation of procedural justice and organizational commitment. These results are different from the prior researches which had treated pay satisfaction as mediating variable of procedural justice and organizational commitment. Based on the findings of the study, this study presented managerial implications and suggestions for future studies.

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.

In the last few years, the attention on false and misleading communications regarding company’s commitment towards the environment – a practice known as greenwashing – has drastically increased. Greenwashing has several consequences for companies: it deteriorates brand reputation and trust (Duan and Jie, 2013), increases consumer skepticism (Delmas and Burbano, 2011), reduces purchase intentions (Murray and Vogel 1997; Swaen and Vanhamme 2004, 2005), and erodes investor’s confidence in environmentally friendly firms (Delmas and Burbano, 2011). Indeed, private investors are interested in CSR and look for information about it (Cellier et al., 2016; Nath, et al., 2013) but little is known about the consequences of greenwashing on private investments. Moreover, greenwashing often happens because of the bad management of the supply chain and various company’s faults are related to the difficulty to manage it (Crane et al., 2014). The aim of this research is to investigate how greenwashing affects intention to invest depending on the involvement of the supply chain. In two experiments we compared three types of greenwashing, which vary according to the supply chain role in the misconduct and the declared CSR commitment of the company. We call indirect greenwashing when a company that declares to be CSR committed is accused of greenwashing because it purchases raw materials or services from a supplier that does not meet sustainability standards (e.g. child labor, environmental damages). Conversely, a company that does not follow its CSR talk because of its own production procedures is an example of direct greenwashing. We also propose a third category of greenwashing, which we called vicarious greenwashing: when the misconduct and the relative accusation regard a company’s supplier, but the company does not claim to be sustainable (so it’s vicariously affected). A scenario-based experimental design (n =107) asked participants to indicate the intention to invest on a company accused of direct greenwashing (vs. indirect vs. vicarious). Results showed that direct greenwashing is particularly detrimental on investment intentions, especially compared to vicarious greenwashing, but not compared to indirect greenwashing (even if the means were lower). This result suggests that greenwashing is detrimental for investments even when the company does not perform the misconduct. A second experiment (n = 202) investigated whether the declared control on the supply chain affects intention to invest when the company is involved in greenwashing. Direct greenwashing was the more detrimental for investments, but, when companies declared high control on the supply chain, greenwashing significantly decreased intention to invest, so that in high control condition direct greenwashing did not differ from vicarious and indirect greenwashing. These results show how the involvement in greenwashing affects investment intentions of private investors and expand our knowledge on the consequences of greenwashing, so far mostly investigated from the consumer side. We show that greenwashing has potential disruptive consequences from a broader perspective, because it reduces stakeholders’ willingness to invest, even when the misconduct is attributable to a supplier.

In the last decade, several sellers have experimented with participative pricing, i.e., pricing mechanisms in which the buyers directly influence the price of a transaction. Pay What You Want (PWYW) is the most rigorous participative pricing model. The buyer can set any price, including zero, and the seller cannot refuse to serve the buyer for that price (Kim, Natter, & Spann, 2009). For the seller, PWYW can be advantageous if the buyers pay differentiated prices that are higher than posted prices. However, the profitability of the pricing model is limited to specific situations (Gerpott, 2017). We introduce a modification of PWYW labeled Multi-Tier Pay What You Want (MTPWYW). In MTPWYW, the seller offers different quality levels of a good. The lower-quality version is available under pure PWYW conditions. The higher-quality versions are only available to customers who pay at least a predefined threshold price. Nonetheless, customers can still pay more than the threshold price for the higher-quality good. Therefore, MTPWYW allows the seller to exclude customers who pay low prices for the higher-quality good. We run a field experiment comparing MTPWYW to PWYW by setting up a waffle stand with two quality levels: the basic version consisted of plain waffles only, the higher-quality version included waffles with toppings. In the case of PWYW, the buyers could choose any price they wanted to for both quality levels. In the case of MTPWYW, waffles with toppings were only available after paying at least the threshold price. The results indicate that MTPWYW can be more profitable than PWYW and that it can achieve two forms of price discrimination: endogenous price discrimination and second-degree price discrimination (i.e., self-selection into different quality levels).

The present work aims to extend Meyer, Shankar, & Berry (2017)’s work on antecedents of consumer willingness to pay (WTP). This research paper investigates the role of antecedents such as autonomy, quality variability, complementarity, overall quality and bundle quality, for the traditional bundles (i.e., bundles consisting of either goods or services). The paper uses the choice-based conjoint methodology to measure consumer’s WTP for the traditional bundles in an experimental vignette set-up. The study uses four different types of traditional bundles as consumer stimuli to analyze the factors mentioned above. The results indicate that autonomy, overall bundle quality, and quality variability were significant in influencing the consumer’s WTP. Consumer WTP has been widely used as a factor to derive the optimal prices of the bundles in the literature. For a retailer selling a traditional bundle, it is imperative to have an understanding of consumer WTP and also make an attempt to increase it by offering high customer value. By knowing the factors determining the antecedents of consumer WTP, one can reap higher benefits monetarily as well as in the form of increased customer satisfaction. The paper also challenges the view that it is difficult to influence the consumer’s WTP. It advances the understanding of the factors which influence the consumer WTP for the widely used traditional bundles.

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.