產銷履歷驗證之價值評估－－以水產品之產銷履歷驗證為例

Evaluation the Value of Traceability Certification: The Example of the Fishery Products

本研究發展「魚市場情境」之問卷情境設計，模擬消費者於市場中同時挑選多種物品之購物情境，發展同時使用多組詢價工具於單一問卷中針對單一評估對象之假設性市場評估法。並配合此種研究設計，於計量實證方法上應用縱橫資料迴歸分析方法萃取願付價格。這樣的問卷設計與實證方法可以讓每位受訪者之願付價格，均能透過不同詢價工具重複驗證，而提高詢價之精確性與評價效率。在所研發方法驗證上，本文針對產銷履歷驗證之價值進行評估，問卷填答情境設計即模擬民眾在市場中同時挑選多種水產品之購買情境：在同一份問卷中以不同魚種經產銷履歷驗證之願付買價增額比例為詢價工具，亦即於同一份問卷中讓受訪者依照其意願與偏好，勾選多項目（不同魚種）之詢價工具，而能針對產銷履歷驗證之價值，蒐集較為完備之資訊，進行評估。訪問方式是針對台灣北中南三區的現代通路及傳統通路的水產品採買者進行訪員直接面訪。研究結果發現，本文所建立之針對單一評估對象同時使用多組詢價工具之模擬情境設計，為條件評估法問卷詢價與實證方法改善之具發展性研究方法。研究成果可為台灣水產品養殖與加工業者擬定履歷驗證產品之價格參考。

This study developed on the “aquatic products market scenario”questionnaire design, simulating consumers selecting multiple items forpurchase in a market. Development included contingent valuation methodsusing multiple inquiry tools on a single questionnaire targeted at individualrespondents. In accord with this type of study, panel data regressionanalysis was used with econometric methods to obtain the priceconsumers are willing to pay. The accuracy and effectiveness of priceinquiry in the study is increased through repeated verification designed intothe questionnaires and empirical methods to determine each interviewee’swillingness to pay. As for the testing of the study methods used, this studyevaluates the added value on fishery products from traceable certification.As for verifying research methods, this study is aimed at evaluating theadded value to fishery products from traceability certification throughdesign of the scenario created by questionnaires and simulatingconsumers in a market scenario where several fishery product choices areavailable for purchase. The questionnaires contain several different types of fishery products with certified traceability; the ratio of increasedwillingness to pay for the traceable products is used as a price inquiry toolto evaluate the difference in price consumers are willing to pay for thetraceability. Through results from interviews directly with consumers offishery products from both modern and traditional channels from Taiwan’snorth, central and southern districts, the research showed that simulationsusing multiple inquiry tools on a single consumer as established in thisstudy is a method that can be adopted in the contingent valuation methodand the empirical method in price inquiry questionnaires for moreeffectiveness. Results from this test could be used in reference byaquaculturists and processors in promotion strategies and in productionplanning.