臺灣漁產品HACCP 安全認證的價值評估－－雙界二分假設市場評估法之應用

HACCP on Seafood in Taiwan – A Double-Bounded Dichotomous Choice Contingent Valuation

本研究應用單一問卷多組標的物的假設市場評估法 (CVM)，衡量消費者對三種不同健康風險的漁產品實施HACPP 安全認證的願付價格，並找出影響消費者購買安全漁產品決策的顯著因子。雙界二分選擇模型（double bounded dichotomous choice model）的估計結果顯示，當價格增額越大時，受訪者願意多付錢購買HACCP 安全認證的石斑魚、虱目魚及牡蠣的傾向亦降低。平均而言，受訪者對經HACCP 安全認證的石斑魚、虱目魚及牡蠣，每台斤的願付價格為新台幣57.69、29.67 及38.11 元，約相對於目前市售未經 HACCP 安全認證的三種魚價格的41.21%、49.46%及47.64%的價格增額。受訪者中男性、高教育程度、購買時較不在乎價格因素及自認對漁產品衛生安全問題了不太解且認為漁產品衛生安全問題不太嚴重者，較願意付較高的價格來購買具HACCP 安全認證的漁產品。高的願付價格顯示消費者對健康安全的需求，亦隱含較安全漁產品的市場潛力。

This study applied the contingent valuation method (CVM) to accountfor a set of contingent valuation questions within a single survey. Adouble-bounded dichotomous choice model was used to estimatethe response functions. Parameters were used to derive a consumer’sWTP for the hypothetical safer seafood (HACCP) in Taiwan. Theaverage WTP for grouper, milkfish and oyster with HACCP are 41.21%(NT$57.69), 49.46% (NT$29.67) and 47.64% (NT$38.11) priceincrements, respectively, over the average price without HACCP (NT$140,NT$60 and NT$80). To conclude, those respondents who are male,better educated, and higher consumption frequency would be likely topay more for the safer seafood. A high WTP value may imply a strongdemand for health and good market potential for safer seafood in Taiwan.