This study examines how smart infrastructure and services affect consumer decision-making, willingness to pay, and housing affordability. Using Van Westendorp’s Price Sensitivity Measurement (PSM) model, we surveyed consumers to identify acceptable price ranges for smart service utilization and smart space development. PSM reveals the price points at which consumers view products as too expensive, too cheap, or good value, providing insights for setting strategies when introducing new technologies. Complementing this approach, a hedonic pricing analysis of more than 100,000 housing units in South Korea evaluates how smart features and recurring service costs are capitalized into housing prices. Findings indicate that while consumers are willing to pay premiums for convenience and efficiency, these premiums also contribute to affordability challenges and regional disparities. By integrating consumer-based willingness-to-pay data with market-based housing price effects, this study offers a comprehensive understanding of how smart technologies shape consumer financial outcomes. The results highlight the need for transparent pricing, equitable housing policies, and informed consumer decision-making to ensure that technological innovation enhances household well-being without limiting access to affordable housing and essential services.

Accepted Oral Presentation