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스토리텔링 마케팅이 소비자의 가치 인식 및 가격 지불의사에 미치는 영향 분석 - 스마트팜 재배 과채류를 사례로 -
김성휘 ( Kim Seong-hwi ),이춘수 ( Lee Choon-soo ) 한국유기농업학회 2024 韓國有機農業學會誌 Vol.32 No.2
Smart farm farmers invest a lot of facility costs, time and effort. Product differentiation using storytelling marketing is important for the profitability of smart farms, since it is not easy to differentiate products between fruits and vegetables grown in smart farms and conventional facilities. This study empirically analyzes the effect of storytelling marketing on consumers’ value perception and willingness to pay for fruit and vegetables grown in smart farms. For this purpose, the survey is conducted on 1,050 consumers and the main results are as follows. First, as a result of evaluating consumers’ value perception, consumers perceive the value of comparative products (product 2 and 3) to be higher than the base product (product 1). Product 2 and 3 provide richer stories than product 1. Second, the willingness to pay for product 3, which provides the richest story, was the highest, followed by product 2, and then product 1. This means storytelling marketing could be an effective strategy that increases the value of fruits and vegetables grown in smart farms. Third, more than half of the respondents are willing to use QR codes when purchasing fresh agricultural products. Farmers could use QR codes to provide rich stories for effective storytelling marketing.
신재생에너지 이용 과채류에 대한 소비자 인식 및 지불의사에 관한 연구
김성휘 ( Kim¸ Seong-hwi ),이춘수 ( Lee¸ Choon-soo ) 한국유기농업학회 2021 韓國有機農業學會誌 Vol.29 No.4
This study investigated consumers’ perceptions and willingness to pay (WTP) for fruit and vegetables grown using renewable energy such as solar power, geothermal, waste heat from incinerators, hot water from thermal power plants. To this end, this study conducted an online survey of 1,050 consumers in Seoul, Gyeonggi, and the six metropolitan cities, and the main findings are as follows. First, most of the consumers perceived climate change as a serious problem, and 82.8% recognized the government’s declaration of carbon zero was appropriate, which means that the government’s active response to climate change is important. Second, on the pros and cons of the use of renewable energy when cultivating fruits and vegetables, opinions in favor of solar power were the highest, followed by geothermal heat, waste heat from waste incineration plants, and thermal power generation hot drainage. Third, at least 28.0% to 41.7% of consumers were willing to purchase fruits and vegetables using renewable energy more expensive than fruits grown using fossil energy such as kerosene. This means that the fruit and vegetable market using renewable energy is valuable as a niche market.
슈퍼 2상 스테인리스강에서 χ와 σ상의 석출거동에 미치는 W치환의 영향
한현성,김성휘,강창룡,Han, Huyn-Sung,Kim, Seong-Hwi,Kang, Chang-Yong 한국재료학회 2016 한국재료학회지 Vol.26 No.4
This study was carried out to investigate the effect of W substitution on the precipitation behavior of ${\chi}$ and ${\sigma}$ phases in super duplex stainless steel. The ${\chi}$ phase was precipitated at the interface of ferrite / austenite phases and inside the ferrite phase at the initial stage of aging. With an increase in the aging time, the volume fraction of the ${\chi}$ phase increased, and then decreased with the transformation from the ${\chi}$ phase to the ${\sigma}$ phase. The ${\sigma}$ phase was precipitated later than the ${\chi}$ phase, and the volume fraction of x phase increased with the increase in the aging time. The ferrite phase was decomposed into the new austenite (${\gamma}2$) and ${\sigma}$ phases by aging treatment. The decomposition of the ferrite phase into the ${\gamma}2$ and ${\sigma}$ phases was retarded by W substitution for Mo. The volume fraction of the ${\chi}$ phase increased and that of the ${\sigma}$ phase decreased due to W substitution. The ${\chi}$ and ${\sigma}$ phases were intermetallic compounds, which had lower nickel concentration, and higher chromium, molybdenum, and tungsten concentrations. The ${\chi}$ phase has higher molybdenum and tungsten concentrations than those of the ${\sigma}$ phase. The amounts of chromium and nickel in the ${\chi}$ and ${\sigma}$ phases did not change, but these phases have higher concentrations of molybdenum and tungsten due to W substitution for Mo.