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.

The present study investigated the structural relationships among factors influencing Korean EFL learners’ willingness to communicate (WTC) in English and their actual English use. To this end, a total 595 university students enrolled in a wide range of academic disciplines participated in a survey. Data from the survey were analyzed using both multiple regression analysis and structural equation modeling (SEM) analysis. Results of the present study demonstrated that English confidence assessed by students’ perception of their English skill and English anxiety directly influenced students’ English WTC as well as the frequency and amount of their English communication. However, attitudes in international issues and intrinsic motivation made a direct influence only on students’ English WTC. Instead, these two factors made an indirect effect on students’ actual English use through the mediating role played by WTC. On the other hand, classroom factor as measured by perceived ELT methods and topic familiarity made a direct influence only on students’ actual English use, and the effect of the classroom factor on students’ English WTC was not significant. The same pattern was observed for socio-educational factor. These findings were discussed in terms of the implications for EFL education in the Korean context.

The present study investigated the structural relationships among factors influencing Korean EFL learners’ willingness to communicate (WTC) in English and their actual English use. To this end, a total 595 university students enrolled in a wide range of academic disciplines participated in a survey. Data from the survey were analyzed using both multiple regression analysis and structural equation modeling (SEM) analysis. Results of the present study demonstrated that English confidence assessed by students’ perception of their English skill and English anxiety directly influenced students’ English WTC as well as the frequency and amount of their English communication. However, attitudes in international issues and intrinsic motivation made a direct influence only on students’ English WTC. Instead, these two factors made an indirect effect on students’ actual English use through the mediating role played by WTC. On the other hand, classroom factor as measured by perceived ELT methods and topic familiarity made a direct influence only on students’ actual English use, and the effect of the classroom factor on students’ English WTC was not significant. The same pattern was observed for socio-educational factor. These findings were discussed in terms of the implications for EFL education in the Korean context.

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 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.

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 purpose of this study was to examine the intention of consumer acceptance of technology in agricultural production by applying the unified theory of acceptance and use of technology (UTAUT) to smart farm. In particular, this study analyzed the intention to accept the technology of agricultural students, farmers, start-up farmers, returning farmers, and returnees in the general manufacturing industry and high-tech industries, and in agricultural sectors corresponding to primary industries. The results showed that performance expectancy, social influence, facilitating conditions, IT development level, and reliability had a significant influence on the intention to use smart farm technology. However, effort expectancy and price value were rejected because no significant impact on use intention was tested. In addition, the influences of the variables showing their influence were reliability (β=.569) > IT development level (β=.252) > social influence (β=.235) > performance expectancy (β=.182) > facilitating conditions (β=.134).

China, the largest country of beer production and sales, has been seeing a continuous decline in annual sales in the past five years. As the main marketing body, beer producers should pay more attention to the research on consumer buying behavior. Using data from an online survey of 550 Chinese consumers, the author used binary logistic regression to empirically analyze consumers’ willingness to purchase dark beer. The factors affecting consumers’ purchase intentions regarding dark beer were divided into two aspects: individual characteristics and environmental factors. The results showed that in terms of individual characteristics, the consumer’s knowledge level and attitude toward beer had a significant positive impact on their willingness to buy dark beer. In terms of external environmental factors, the degree of consumer attention to the brand and scale of sales had a significant positive impact on the willingness to purchase dark beer, and the degree of consumer emphasis on product prices was significantly negatively correlated with the willingness to purchase. The influence of the other factors was not significant. In view of this situation, the author proposed four reasonable suggestions for beer companies, in order to improve consumers’ willingness to buy dark beer.

Price discount is one of the commonly used promotion strategies to increase sales and revenue. If a discount is perceived before the purchase (i.e., pre-purchase discount), consumers are likely to perceive it as a potential gain. If it is noticed after making a regular-priced purchase (i.e., post-purchase discount), consumers may develop negative emotions and attitudes. Based on the rising transparency and omnipresence of price and discount information through web and mobile platforms, we attempt to tackle an understudied topic on the negative effect of post-purchase price discount. Specifically, post-purchase discount information may increase consumers’ perception of monetary loss, which may affect consumers’ decision to return the product, potentially increasing the operating costs borne by retailers. Based on a close scrutinization of the current market environment and previous academic literature, we suggest a novel conceptual framework to understand consumers’ perception, attitude, and behavior (perception of loss, willingness to return) upon perceiving various formats of discount promotion (absolute value vs. percentage discount) posterior to the purchase of a product. We also look at the effect of price level (low-priced vs. high-priced). For marketing practitioners, we intend to suggest optimal promotion formats that can alleviate consumers’ negative perceptions and prevent additional operation costs.

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.

The purpose of this study is to analyze the amount of willingness to pay for environment-friendly agricultural processed foods by the level of consumption intention. To accomplish the objective of the study a consumer survey was conducted for quantitative analysis regarding consumption pattern. The ordered-probit selection model, Heckman-type two-stage method was employed for an empirical analysis on determining the amount of willingness to pay. The estimation results showed that in the case of consumers who are to keep their consumption at the present level, those with high quality contentment compared to price, brand contentment, and purchasing chiefly in the special store, have the higher amount of willingness. The estimation results also showed that in the case of consumers who are to increase their consumption, those with high quality contentment compared to price, brand contentment, certificate contentment, and having family members who suffer from diseases such as atopy, cancer, diabetes, high blood pressure, have the higher amount of willingness. Therefore For those who are to increase their consumption, enhancement of quality, enhancement of contentment with certificate, promotion are useful to increase the amount of willingness to pay.

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.

Based on research data of farmers quitting homestead in Jianghan Plain of Hubei Province PR.China, the thesis used the method of the differentiated evaluation and the document research to measure the household livelihood assets of farmers, analyze the diversity of farmers’ characteristics . According to the feasible ability of Sen, the probit model was constructed, and the influencing factors of the differentiated farmers' homestead quitting willingness were validated.The results showed that: (1) According to the differentiated evaluation method of farmers, farmer families can be divided into the asset deficiency and the asset balanced families;(2) the willingness of the farmers quitting homestead was only 20.57%; (3) From the general sample of view, The factors that affected the willingness of the farmers quitting homestead include “farmers’ age, education level、Value of total livelihood assets, identity of "identity" Subjective feelings about living environment and social security; From the characteristics of differentiated farmers, age、education level、the main source of family income and subjective feelings about living environment can be agreed by the asset deficiency and the asset balanced families, the asset deficiency families were also affected by quitting policy and job opportunity, and t the asset balanced families were affected by identity of "identity"and social security. Based on these, it is proposed that differentiated methods and policies of quitting homesteads should be implemented to households, the infrastructure, public service system and social security system of the farmers should be established and improved, the countermeasures of farmers' participation and survival and development should be emphasized to precision compensation and funding, to increase employment opportunities and improve the protection, and the sustainable development of farmers were ultimately achieved.

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.

This study was conducted to suggest policy implications of providing public function of organic farming. Define the difficulties of rice farmers to provide public utility of organic farming. We estimated the amount of the farmers would like to receive for the practice of organic agriculture using choice experiment methods. By evaluating individual economic values through WTA estimates, its meaningful to grasp farmers preference for organic farming practice and conversion. These results could be used as useful data for future organic agriculture policy. For the expansion of organic farming, it is required to evaluate correct and accurate economic value and reflect this in policy.

The purpose of this study is to analyze willingness to pay (WTP) for organic agricultural products. To accomplish the objective of the study, a consumer survey was conducted. Based on the pilot survey results, parametric survival model was used to analyze the WTP for organic products. The estimation results showed that the WTP for organic agricultural products is 1.4-fold when compared with the conventional products, which is lower than the current price by about 30 percent. The analytical results also showed that such variables as gender, recognitions for organic agricultural products, and consumers’ income have very significant effects on the WTP, and that there are no differences among WTPs by consumption goals. Based on major findings, the most effective countermeasure was suggested for expanding of organic food consumption through the premium reduction of organic products. Reducing the costs of production and distribution, supporting farmers’ income by direct payment system were presented. Furthermore, it is needed to allocate more budget for promoting the consumption and distribution of organic agricultural products, and for enhancing conservation of agricultural environment.

As a rise in national income has resulted in the growth in tourism demand, many studies on developing and managing tourism resources were publicized. In this context, this study was conducted to analyze the demand and willingness to pay(WTP) using contingent valuation method for agricultural experience of Daegu Urban Agriculture Park and to suggest a proper participation fee. The survey targeting Daegu citizens was performed, and we obtained 346 valid samples. We carried out the logistic analysis and figured out that sex, age, education and alienation area for urban agriculture affected to probability of agricultural experience participation. As the result of estimating willingness to pay(WTP), the measured range with this samples was from 6,052 to 16,436won. Finally, we also attained 25,000won as the proper participation fee which enables maximum revenue by conducting the scenario analysis. These findings are important in setting up the construction plan and pricing the appropriate participation fee for Daegu Urban Agriculture Park.

The objective of this study is to analyze the willingness to change into organic blueberry and the activating strategies on domestic products. For the activation of domestic blueberry, it is necessary to get the quality certification, especially organic certificate and develop the technology for increasing production. It is investigated that the smaller product, younger farmer and higher price expected, the higher willingness to change into organic blueberry. The results and finding of this study can be used to build-up the technical and marketing supporting system that reflects the rapid change of customer’s preference on blueberry.