科技風險知覺與風險消費態度的決定：灰色訊息關聯分析之應用

THE DETERMINATION OF TECHNOLOGICAL RISK PERCEPTION AND RISK CONSUMPTION: USING GREY INFORMATION RELATION APPROACH

都市發展所引發的科技風險，不但帶來鄰避效應，深入生活，甚至成為都市主要的潛在災害源。民眾面對科技風險的知覺效應，早為心理學家所關心。然心理測定模式只討論影響個體風險知覺形成的心理因素，忽略資訊、社會信任、社會經濟因素等社會化之影響，甚至很少從決策角度，討論個體面對科技風險的風險降低投資消費態度。本文引用二階層風險認知心理決策模型及灰色訊息關聯分析法，檢驗民眾面對不同科技風險的感知特性、投資於風險降低的態度，及相關影響因素間的關聯度。實證分析成果發現，風險資訊的社會信任及對於防災工作需求意願，不但對風險知覺的形成具有重要意義，亦會決定是否投資於風險降低的消費意願，而可驗證風險認知心理決策模型所建立的理論假設關係。

Technological risks in urban development are not only evoking NIMBY (not in my backyard) syndrome, but also converting as a major potential hazard in our life. The psychologist concern the effects of public risk perception at technology are emphasis on the psychological characteristics. They ignore information, social trusts and socio-economic factors, which play importance roles on public facing technological risks process. Furthermore, it is rare for the authors in keeping attention on the decision making of mitigating risk, which is related to the risk consumption decision associated with technological risk. This paper incorporates a two-level risk psychological decision-making model using grey relation analysis as a method to examine the relationship among perceived risk, attitude for investing in risk mitigation and relevant socio-economic factors. In an empirical illustration results indicates that the social trust of risk information and the demand for risk regulation are significantly related to risk perceived as well as the willingness to invest on risk mitigating.