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題名 消費者對基因改造食品之願付溢價分析: 以餵食基因改造飼料鮭魚為例
Evaluating Consumers` Willingness to Pay a Premium for Non-Genetically Modi¯ed Foods: A Case Study of GM-fed Salmon
作者 林辰彥
貢獻者 江振東
林辰彥
關鍵詞 願付價格
加速失敗模型
WTP
AFT model
日期 2006
上傳時間 17-Sep-2009 18:49:18 (UTC+8)
摘要 以往對於消費者對基因改造食品偏好及願付價格估計之研究，如
Moon (2001)、Chern et al. (2002)和Fu (2004)，都是將兩個研究目的
分開個別處理，因此就統計的觀點來說，這樣的分析方式是比較缺乏
效率的。
本研究中提出一個整合式的分析方式，來分析台灣消費者對於基
因改造食品的偏好以及願付溢價。本方法除了增進統計效率外，也同
時納入願付價格分析中可能遇到因為受訪者對該財貨有強烈偏好，對
於該財貨有再高價格都願意支付的傾向，因此預期本方法將可提供更
高的準確度。
為了研究台灣民眾對基因改造鮭魚的認知行為，中央研究院調查
研究專題中心在2003 年進行了全台的電話訪問。而本研究發現台灣消
費者願意多付目前平均市價之12%來購買非基因改造飼料餵食之鮭
魚。此外，消費者本身對於基因改造科技的看法、對基因改造科技的
了解、以及消費者的年齡將扮演影響消費偏好以及願付溢價的高低之
重要因素。
Previous researchers, such as Moon (2001), Chern et al. (2002), and Fu et al.
(2004), attempted to analyze consumer preference toward genetically modi¯ed pro-
duces and to estimate a willingness to pay for them. These two objectives, however,
have been conducted separately and therefore are de¯cient in statistically e±ciency.
An integrated technique is introduced to understand how consumers in Taiwan
perceive genetically modi¯ed produce as well as how much they are willing to pay
a premium simultaneously. Apart from improving statistical e±ciency, this newly
proposed method also considers the possibility that consumers might be willing to
any price if he/she strongly prefer this goods. Higher precision is expected under
this scenario.
To investigate how public perceive genetically modi¯ed salmon, Center for Sur-
vey Research, Academia Sinica, conducted a telephone survey to Taiwanese con-
sumers in 2003. Our study indicates that consumers are willing to pay a premium,
about 12% of the average market price, for non-GM-fed salmon rather than GM-fed
counter part. Moreover, the way consumers think of the risk regarding GM food,
how much they know about GM food, and their age will all in°uence their consump-
tion tendency and willingness to pay.
參考文獻 Alberini, A. (1995) \\E±ciency vs. Bias of Willingness-to-Pay Estimates: Bivariate
and Interval-Data Models," Journal of Environmental Economics and Man-
agement, 29: 169-180.
Bateman, I. (2002) Economic Valuation with Stated Preference Techniques : a
Manual, Edward Elgar Pub.
Bishop, R.C., and Heberlein T.A. (1979) \\Measuring Values of Extramarket Goods:
Are Indirect Measure Biased?" American Journal of Agricultural Economics,
61: 926-930.
Boccaletti, S., and Moro, D. (2000) \\Consumer Willingness-to-Pay for GM Food
Product in Italy," AgBioForum, 3: 257-267.
Chern, W.S., Rickertsen, K., Tsuboi, N. and Fu, T.T. (2002) \\Consumer Ac-
ceptance and Willingness to Pay for Genetically Modi¯ed Vegetable Oil and
Salmon: A Multiple-Country Assessment," AgBioForum, 5: 105-112.
Cook, R.D., and Weisberg, S. (1982) Residuals and In°uence in Regression, Lon-
don: Chapman and Hall.
Eom, Y.S. (1994) \\Pesticide Residue Risk and Food Safety Valuation: A Random
Utility Approach," American Journal of Agricultural Economics, 76: 760-771.
Fu, T.T., Chuang, C.C, and Chen, C.W. (2004) \\Consumer Preference and Will-
ingness to Pay for Genetically Modi¯ed Salmon in Taiwan," Survey Research,
15: 61-86.
Fu, T.T., and Jan, M.S. (2006) \\Willingness to Pay for Genetic Testing in Taiwan,"
Proceedings of the Taiwan Genomic Survey conference, Taipei, Taiwan.
Hanemann, W.M. (1984) \\Welfare Evaluation in Contingent Valuation Experiment
with Discrete Response," American Journal of Agricultural Economics, 66:
332-341.
Hanemann, W.M., Loomis, J., and Kanninen, B. (1991) \\Statistical E±ciency
of Doubled-Bounded Dichotomous Choice Contingent Valuation," American
Journal of Agricultural Economics, 73: 1255-1263.
Herriges, J.A., and Shogren, J.F. (1996) \\Starting Point Bias in Dichotomous
Choice Valuation with Follow-Up Questioning," Journal of Environmental
Economics and Management, 30: 112-131.
Jan, M.S., Fu, T.T., and Huang, C.L. (2005) \\Willingness to Pay for Low-Lung-
Cancer-Risk Cigarettes in Taiwan," Health Economics, 14: 55-67
Kaneko, N. and Chern, W.S. (2005) \\Willingness to Pay for Genetically Modi¯ed
Oil, Corn°akes, and Salmon: Evidence from a U.S. Telephone Survey," Journal
of Agricultural and Applied Economics, 37: 701-719.
Lai, W.R. (2006) \\Evaluation of Willingness to Pay under Double-Bounded Di-
chotomous Choice Model-Joint Estimation of Two Non-Market Goods," un-
published master thesis, National Chengchi University.
Moon, W., and Balasubramanian, S.W. (2001) \\Public Perception and Willingness-
to-Pay a Premium for Non-GM Foods in the US and UK," AgBioForum, 4:
221-231.
Riddel, M., and Loomis, J. (1998) \\Joint Estimation of Multiple CVM Scenario
under a Double Bound Questioning Format," Environmental and Resource
Economics, 12: 77-98
Turnbull, B.W. (1976) \\The Empirical Distribution Function with Arbitrarily
Grouped Censored and Truncated Data," Journal of the Royal Statistical So-
ciety, Series B, 38: 290-295.
International Service for the Acquisition of Agri-Biotech Applications (2006). GM
Crops: The ¯rst Ten Years- Global Socio-Economic and Environmental Im-
pact, from http://www.isaaa.org.
描述 碩士
國立政治大學
統計研究所
94354007
95
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0943540071
資料類型 thesis
dc.contributor.advisor 江振東zh_TW
dc.contributor.author (Authors) 林辰彥zh_TW
dc.creator (作者) 林辰彥zh_TW
dc.date (日期) 2006en_US
dc.date.accessioned 17-Sep-2009 18:49:18 (UTC+8)-
dc.date.available 17-Sep-2009 18:49:18 (UTC+8)-
dc.date.issued (上傳時間) 17-Sep-2009 18:49:18 (UTC+8)-
dc.identifier (Other Identifiers) G0943540071en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/33924-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 統計研究所zh_TW
dc.description (描述) 94354007zh_TW
dc.description (描述) 95zh_TW
dc.description.abstract (摘要) 以往對於消費者對基因改造食品偏好及願付價格估計之研究，如
Moon (2001)、Chern et al. (2002)和Fu (2004)，都是將兩個研究目的
分開個別處理，因此就統計的觀點來說，這樣的分析方式是比較缺乏
效率的。
本研究中提出一個整合式的分析方式，來分析台灣消費者對於基
因改造食品的偏好以及願付溢價。本方法除了增進統計效率外，也同
時納入願付價格分析中可能遇到因為受訪者對該財貨有強烈偏好，對
於該財貨有再高價格都願意支付的傾向，因此預期本方法將可提供更
高的準確度。
為了研究台灣民眾對基因改造鮭魚的認知行為，中央研究院調查
研究專題中心在2003 年進行了全台的電話訪問。而本研究發現台灣消
費者願意多付目前平均市價之12%來購買非基因改造飼料餵食之鮭
魚。此外，消費者本身對於基因改造科技的看法、對基因改造科技的
了解、以及消費者的年齡將扮演影響消費偏好以及願付溢價的高低之
重要因素。		zh_TW
dc.description.abstract (摘要) Previous researchers, such as Moon (2001), Chern et al. (2002), and Fu et al.
(2004), attempted to analyze consumer preference toward genetically modi¯ed pro-
duces and to estimate a willingness to pay for them. These two objectives, however,
have been conducted separately and therefore are de¯cient in statistically e±ciency.
An integrated technique is introduced to understand how consumers in Taiwan
perceive genetically modi¯ed produce as well as how much they are willing to pay
a premium simultaneously. Apart from improving statistical e±ciency, this newly
proposed method also considers the possibility that consumers might be willing to
any price if he/she strongly prefer this goods. Higher precision is expected under
this scenario.
To investigate how public perceive genetically modi¯ed salmon, Center for Sur-
vey Research, Academia Sinica, conducted a telephone survey to Taiwanese con-
sumers in 2003. Our study indicates that consumers are willing to pay a premium,
about 12% of the average market price, for non-GM-fed salmon rather than GM-fed
counter part. Moreover, the way consumers think of the risk regarding GM food,
how much they know about GM food, and their age will all in°uence their consump-
tion tendency and willingness to pay.		en_US
dc.description.tableofcontents 1 Introduction: 1
2 Literature Review 3
3 Survey 5
Questionnaire Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Willingness to Pay Elicitation . . . . . . . . . . . . . . . . . . . . . . . . . 7
Preference Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
4 Model Speci¯cations 12
Preference Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
WTP for Premium . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Likelihood Function . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Maximum Likelihood Estimators . . . . . . . . . . . . . . . . . . . . . . . 16
5 Empirical Results 17
Parameter Estimate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
Estimate of Mean and Median of WTPP . . . . . . . . . . . . . . . . . . . 30
6 Conclusions and Suggestions 32
Reference 33
7 Appendix 35
A: Limiting Normality . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35
B.1: Distribution Function . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
B.2: Expectation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37
B.3: Median . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39
C: Asymptotic Variance of Estimated Mean of WTPP . . . . . . . . . . . 41
D: Linear versus Exponential WTPP function . . . . . . . . . . . . . . . . 42
E: Conditional Expectation of AFT Model Residuals . . . . . . . . . . . . 44		zh_TW
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dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0943540071en_US
dc.subject (關鍵詞) 願付價格zh_TW
dc.subject (關鍵詞) 加速失敗模型zh_TW
dc.subject (關鍵詞) WTPen_US
dc.subject (關鍵詞) AFT modelen_US
dc.title (題名) 消費者對基因改造食品之願付溢價分析: 以餵食基因改造飼料鮭魚為例zh_TW
dc.title (題名) Evaluating Consumers` Willingness to Pay a Premium for Non-Genetically Modi¯ed Foods: A Case Study of GM-fed Salmonen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) Alberini, A. (1995) \\E±ciency vs. Bias of Willingness-to-Pay Estimates: Bivariatezh_TW
dc.relation.reference (參考文獻) and Interval-Data Models," Journal of Environmental Economics and Man-zh_TW
dc.relation.reference (參考文獻) agement, 29: 169-180.zh_TW
dc.relation.reference (參考文獻) Bateman, I. (2002) Economic Valuation with Stated Preference Techniques : azh_TW
dc.relation.reference (參考文獻) Manual, Edward Elgar Pub.zh_TW
dc.relation.reference (參考文獻) Bishop, R.C., and Heberlein T.A. (1979) \\Measuring Values of Extramarket Goods:zh_TW
dc.relation.reference (參考文獻) Are Indirect Measure Biased?" American Journal of Agricultural Economics,zh_TW
dc.relation.reference (參考文獻) 61: 926-930.zh_TW
dc.relation.reference (參考文獻) Boccaletti, S., and Moro, D. (2000) \\Consumer Willingness-to-Pay for GM Foodzh_TW
dc.relation.reference (參考文獻) Product in Italy," AgBioForum, 3: 257-267.zh_TW
dc.relation.reference (參考文獻) Chern, W.S., Rickertsen, K., Tsuboi, N. and Fu, T.T. (2002) \\Consumer Ac-zh_TW
dc.relation.reference (參考文獻) ceptance and Willingness to Pay for Genetically Modi¯ed Vegetable Oil andzh_TW
dc.relation.reference (參考文獻) Salmon: A Multiple-Country Assessment," AgBioForum, 5: 105-112.zh_TW
dc.relation.reference (參考文獻) Cook, R.D., and Weisberg, S. (1982) Residuals and In°uence in Regression, Lon-zh_TW
dc.relation.reference (參考文獻) don: Chapman and Hall.zh_TW
dc.relation.reference (參考文獻) Eom, Y.S. (1994) \\Pesticide Residue Risk and Food Safety Valuation: A Randomzh_TW
dc.relation.reference (參考文獻) Utility Approach," American Journal of Agricultural Economics, 76: 760-771.zh_TW
dc.relation.reference (參考文獻) Fu, T.T., Chuang, C.C, and Chen, C.W. (2004) \\Consumer Preference and Will-zh_TW
dc.relation.reference (參考文獻) ingness to Pay for Genetically Modi¯ed Salmon in Taiwan," Survey Research,zh_TW
dc.relation.reference (參考文獻) 15: 61-86.zh_TW
dc.relation.reference (參考文獻) Fu, T.T., and Jan, M.S. (2006) \\Willingness to Pay for Genetic Testing in Taiwan,"zh_TW
dc.relation.reference (參考文獻) Proceedings of the Taiwan Genomic Survey conference, Taipei, Taiwan.zh_TW
dc.relation.reference (參考文獻) Hanemann, W.M. (1984) \\Welfare Evaluation in Contingent Valuation Experimentzh_TW
dc.relation.reference (參考文獻) with Discrete Response," American Journal of Agricultural Economics, 66:zh_TW
dc.relation.reference (參考文獻) 332-341.zh_TW
dc.relation.reference (參考文獻) Hanemann, W.M., Loomis, J., and Kanninen, B. (1991) \\Statistical E±ciencyzh_TW
dc.relation.reference (參考文獻) of Doubled-Bounded Dichotomous Choice Contingent Valuation," Americanzh_TW
dc.relation.reference (參考文獻) Journal of Agricultural Economics, 73: 1255-1263.zh_TW
dc.relation.reference (參考文獻) Herriges, J.A., and Shogren, J.F. (1996) \\Starting Point Bias in Dichotomouszh_TW
dc.relation.reference (參考文獻) Choice Valuation with Follow-Up Questioning," Journal of Environmentalzh_TW
dc.relation.reference (參考文獻) Economics and Management, 30: 112-131.zh_TW
dc.relation.reference (參考文獻) Jan, M.S., Fu, T.T., and Huang, C.L. (2005) \\Willingness to Pay for Low-Lung-zh_TW
dc.relation.reference (參考文獻) Cancer-Risk Cigarettes in Taiwan," Health Economics, 14: 55-67zh_TW
dc.relation.reference (參考文獻) Kaneko, N. and Chern, W.S. (2005) \\Willingness to Pay for Genetically Modi¯edzh_TW
dc.relation.reference (參考文獻) Oil, Corn°akes, and Salmon: Evidence from a U.S. Telephone Survey," Journalzh_TW
dc.relation.reference (參考文獻) of Agricultural and Applied Economics, 37: 701-719.zh_TW
dc.relation.reference (參考文獻) Lai, W.R. (2006) \\Evaluation of Willingness to Pay under Double-Bounded Di-zh_TW
dc.relation.reference (參考文獻) chotomous Choice Model-Joint Estimation of Two Non-Market Goods," un-zh_TW
dc.relation.reference (參考文獻) published master thesis, National Chengchi University.zh_TW
dc.relation.reference (參考文獻) Moon, W., and Balasubramanian, S.W. (2001) \\Public Perception and Willingness-zh_TW
dc.relation.reference (參考文獻) to-Pay a Premium for Non-GM Foods in the US and UK," AgBioForum, 4:zh_TW
dc.relation.reference (參考文獻) 221-231.zh_TW
dc.relation.reference (參考文獻) Riddel, M., and Loomis, J. (1998) \\Joint Estimation of Multiple CVM Scenariozh_TW
dc.relation.reference (參考文獻) under a Double Bound Questioning Format," Environmental and Resourcezh_TW
dc.relation.reference (參考文獻) Economics, 12: 77-98zh_TW
dc.relation.reference (參考文獻) Turnbull, B.W. (1976) \\The Empirical Distribution Function with Arbitrarilyzh_TW
dc.relation.reference (參考文獻) Grouped Censored and Truncated Data," Journal of the Royal Statistical So-zh_TW
dc.relation.reference (參考文獻) ciety, Series B, 38: 290-295.zh_TW
dc.relation.reference (參考文獻) International Service for the Acquisition of Agri-Biotech Applications (2006). GMzh_TW
dc.relation.reference (參考文獻) Crops: The ¯rst Ten Years- Global Socio-Economic and Environmental Im-zh_TW
dc.relation.reference (參考文獻) pact, from http://www.isaaa.org.zh_TW