OBJECTIVES: This study, using DCE method, figures out the characteristics of the decision-making for lung cancer treatment and investigates the attributes affecting the respondents' choice. Also it ascertains marginal willingness to pay and relative preferences for lung cancer treatment among the general population of 600 respondents in Korea. METHODS: In the survey, the respondents are asked to choose more than one discrete choice option, resulting in multiple observations for each individual. For each pair-wise comparison of choice set, the respondent will make a choice among three alternatives; A, B, or opt out. Thus, the nested-logit model using full maximum likelihood allows us to empirically estimate multi-levels of dependent variables. For the robustness check of our empirical results, we try considering the nature of distribution of error terms in the utility function in several ways. The survey questionnaire includes four attributes associated with lung cancer in Korea (incidence rates, survival rates, treatment costs, and monthly insurance premium), socio-economic status, antecedent variables, and questions regarding risk averseness and subjective health evaluation.  RESULTS: The estimates of MWTP between survival rate and monthly insurance premium and MTWP between total treatment costs for lung cancer and monthly insurance premium, by employing "Hybrid Conditional Fixed Effects Logit Model" to figure out the existence of heterogeneity of any observed and unobserved components, are reflecting ranges of 261 KRW~286 KRW and 3414 KRW~4538 KRW, respectively. CONCLUSIONS: Compared to female counterparts, male respondents have higher MWTP of monthly insurance premium for two related attributes. Besides, married and younger respondents, with higher income and education have more MWTP compared to their respective counterparts. One interesting point is that dependents' MWTP of survival rate is higher than that of insurance premium payers although MTWP of total treatment costs for dependents is significantly lower than premium payers' MWTP.