客製化防災資訊的使用意願及願付價格——以2016年高雄美濃地震與2018年花蓮地震強震區調查為例

2016年的高雄美濃地震及2018年的花蓮地震造成了嚴重災情，強震區有些居民逃離住宅，災後也有民眾因為房屋損壞需要避難。假如政府提供客製化的防災資訊，透過智慧型手機應用程式提供在地的撤離與避難資訊，其效益為何？哪些人有意願使用，甚至付費購買？兩次地震後的問卷調查使用假設市場評估法，詢問這個資訊服務的願付價格。然因政府已經提供許多免費的危害資訊，受訪者有一定比例表達不願意支付，過去文獻將其願付價格均設為零，使用受限應變數Tobit模型進行估計，該法雖然能夠估計平均願付價格，但無法區分願付金額為零的原因。本文使用Double-Hurdle模型分析。結果發現家庭月收入和教育程度越高、年輕族群、所在地地震危害度較高、網路與平面媒體使用者或已知政府公告避難地點的民眾，有較高的參與意願。可為市場開發時或政策推廣時，優先宣傳族群。若民眾已願意參與（安裝）客製化防災資訊的應用程式，居住在台灣東部、家庭月收入較高的民眾願付金額較高，可以設為付費專業版對象。

The 2016 Kaohsiung Meinong Earthquake and 2018 Hualien Earthquake in Taiwan were major disasters. Some residents in the strong seismic areas fled their homes. After the disaster, some people also needed to take refuge because their houses were damaged. During such disasters, if the Taiwanese government provides customized evacuation information through smartphone applications; however, the benefits of such services and who is willing to adopt and pay for them remain unclear. Accordingly, the present study adopted the contingent valuation method to assess individuals’willingness to pay for such information services. Because the Taiwanese government already provides substantial free hazard information, many of the respondents expressed unwillingness to pay for them. In other studies, those respondents’willingness to pay has been set to 0, and a limited dependent variable model has been employed to estimate the average willingness to pay of all respondents. That cannot distinguish whether respondents are unwilling to participate or whether their willingness to pay is 0. The results of the present study demonstrated that high household income, educational level, seismic hazard, younger age, Internet usage, print media readership, and awareness of shelter locations were associated with high willingness to adopt customized emergency information applications. Those who have a higher willingness to adopt would become the target audiences when exploiting the market or promotion by the government. Additionally, of those willing to adopt such services, individuals with higher income and those living in eastern Taiwan exhibited a relatively high willingness to pay for them. Those who may become the target audience when promoting the paid professional version.