품질 표시된 목재제품 지불의향에 영향을 미치는 요인 분석

Factors affecting the willingness to pay on the

This study analyzes consumers willingness to pay on the wood products of which quality are indicated. As a result of the analysis, it is found that the more reliable the quality of the wood products, the less likely it is to purchase quality-indicated wood products at a higher price. In addition, it is found that a firm that has larger number of employees has the probability of paying higher willingness to pay for the quality-indicated wood products. It is estimated that the firms that use domestic wood products more than imported ones and those that have higher annual sales tend to purchase more often the quality-indicated wood products than those with no quality indication.