價格知識是否影響消費者個人在傳統市場上的願付價格？

Does Price Knowledge Affect An Individual’s Willingness to Pay in Traditional Wet Markets?

臺灣傳統市場消費者面對市場的猪肉是否在飼養過程中都是零瘦肉精，在分辨識別上遇到潛在挑戰，再者，由於美台貿易談判仍進行中，可能美國以瘦肉精生產猪肉將會出口至國內市場，因此本研究嘗試檢測傳統市場上零瘦肉精檢驗資訊之願付價格，而潛在消費者已被調研。由於在傳統市場上存在著不同的價格知識，對願付價格的推估在問卷設計上需要額外被注意，以網路問卷設計採用蘋果平板在街上展開與蒐集問卷，問卷的關鍵設計是將受訪者分成兩個群體：對照組與實驗組，因此透過此研究設計，價格知識（如：心中的參考價格）的變化引導不同願付價格已被觀察。研究結果顯示傳統市場消費者對零瘦肉精檢驗資訊是願意支付最高價額，特別是當消費者認定自己是去最高認知價格市場時，其願付價格的估計是高於其他相對較低認知價格之市場。本研究隱含結果顯示傳統市場消費者渴望某程度以上的食品安全資訊，關於美國猪肉進口的潛在挑戰，中央及地方政府應特別關心與設計食品安全或可靠資訊之分享系統於傳統市場上，甚至傳統市場肉販商應考量一些有效方法提升他們的肉品給消費者的信任感，最後本研究建議若中央及地方政府有意推廣相關資訊，應先從高認知價格的傳統市場開始發佈與推廣零瘦肉精資訊，因為在高認知價格的傳統市場將會快速引起消費者的注意。

Traditional wet market (TWM) consumers in Taiwan face potential challenges discerning whether the pork sold in these markets are free of growth hormones utilized during the raising period. Furthermore, U.S. pork, which is not growth hormone free (GHF), may be imported due to trade negotiations currently in progress. In the effort to examine the willingness to pay (WTP) for GHF information in TWMs, potential consumers were surveyed. Facing the potential differences of price knowledge in TWMs, the elicitation of WTP required extra care in the special design of the questionnaire. Questionnaires designed with a web-based method using Apple iPads in streets were deployed and collected. The key design of survey was to separate respondents into two groups: a Control Group and an Experimental Group. Therefore, through this survey design, the variation of price knowledge (i.e., internal reference price) leading to a different WTP elicitation is observed. Results show that TWM consumers are willing to pay a premium for the GHF information. Especially when consumers designate themselves as being from the highest perceived pricing market, the WTP premium elicited is higher than all other low-priced market premiums. The implication of this study reveals that consumers desire a certain level of food safety information in TWMs. Regarding the potential challenges of the U.S. pork importation, the central and local governments should pay particular attention in designing a system of food safety/reliability information sharing within TWMs. Even the local meat vendors in TWMs should consider options regarding how to enhance their food safety credibility to consumers. Furthermore, this study suggests that the central and local governments should start the distribution and promotion of GHF information in the highpriced TWMs where it would quickly receive consumer attention.