就雙界二分選擇法的詢價情況，起價點配置的不同，如何影響願付價格的評估？再者，評估願付價格時，採用Tsai(2005)所提出的三要素模型來進行分析，是否會較傳統單一要素模型來的有效率？本文將透過模擬實驗的方式，來就前述兩項議題作分析探討？模擬結果顯示在評估願付價格平均數時，我們應該採用等距的設計方式設計起價點；在評估願付價格中位數時，則應該採用等百分比的設計方式。而第二次詢價採用提高為原始價格兩倍或降低二分之一的方式，應該是可以接受的。就模型的比較而言，我們發現不論資料的型態為何，三要素模型都較單一要素模型來的有效率。 / Although the double-bounded dichotomous choice approach is commonly used in a survey to estimate WTP values for a non-market good, the impact of the initial bid values is still not quite clear. Furthermore, models commonly used to analyze the data assume that all the respondents are willing to pay a reasonable price. Tsai(2005) presents a three-component mixture model that relaxes the assumption. How efficient is the model compared with the conventional “one-component model” is also unknown. We focus on these two issues in this study. Simulation results show that equally-spaced design is good for estimating the mean WTP, while designs based on percentiles should be considered as far as the median WTP is concerned. And, the conventional approaches that choose the follow-up bid values to be either double or one half the initial bid values appear acceptable. In addition, regardless the data structure, the three-component models are more efficient than the conventional one-component models.

台灣工業用地供給體系下的編定工業區，不僅提供完整的土地、完善的公共設施、良好的生產環境、且提供各項優惠措施、並有服務中心進行工業區的管理維護，使編定工業區及廠商更具生產力及競爭力，不同於都市計畫工業區及購地自建的廠商，因此，編定工業區提供的各項服務對工業區內之廠商是具有價值或經濟效益的。然而編定工業區廠商承購或承租編定工業區土地或廠房之承購價格或承租價格，係由工業主管機關依據開發成本審定而成，屬於訂定價格而非市場交易價格，而依成本審定之價格亦未納入編定工業區提供給廠商服務的價值，使這些服務價值隱含在審定價格中無法反映出其效益，且無法從現有的審定價格及一般市場財貨的供需理論求出其價值或經濟效益，因此本研究藉由非市場評價方法推估出編定工業區公共服務的價值或經濟效益。 本研究分為五個部分，第一部份為理論基礎與文獻回顧，藉此瞭解非市場評價理論的發展及選取研究方法；第二部分為編定工業區公共服務的探討，瞭解編定工業區公共服務的發展歷程及服務內容，及個別工業區特性的差異性比較，以作為編定工業區公共服務的分類及後續變數選取的基礎；第三部分為問卷調查及分析，調查結果發現，公共服務願付價格會因廠商重視程度、滿意程度及廠商基本特性的差異而不同；第四部分為實證分析，實證結果發現，編定工業區公共服務願付價格以環保服務價值最高，平均願付價格為8,637元，其次為雜項服務，平均願付價格為6,625元，再其次為生產服務價值，平均願付價格為6,148元，而研發服務價值最低，平均願付價格為5,570元，顯示四類公共服務在廠商心目中的願付價格並不相同，各類公共服務價值之間存有差異性；第五部分依據前述研究結果做成本研究之結論及建議。 依據上述，本研究獲得兩部分結論：經由問卷調查及非市場評價方法之實證分析，驗證編定工業區公共服務對廠商具有價值，且發現各類公共服務價值間存有差異性。其次，透過多元迴歸模式校估結果發現，四個模式通過的顯著性變數量分別為：線性(18項)、雙對數(16項)、逆半對數(20項)、半對數(12項)，顯著影響編定工業區公共服務之願付價格；另外，以各類公共服務之最適模式所通過的顯著性變數量，則有22項變數顯著影響編定工業區公共服務之願付價格，因此可驗證編定工業區公共服務願付價格，確實存在影響變數，且四類公共服務願付價格之影響變數存有差異性。而本研究針對未來編定工業區公共服務收費方面，根據研究結果提出以下幾點建議：1.編定工業區公共服務收費，應考慮廠商對公共服務之評價；2.收費標準不應僅考慮單一變數，應納入其他顯著影響變數；3.針對廠商問卷調查結果，進行編定工業區公共服務的改善；4.針對廠商願意付費之項目，調整或增設公共服務項目；5.編定工業區公共服務之提供可採取不同方式，如市場化或公私合作，提高廠商對公共服務的付費意願及改善工業區公共服務的內容及服務水準。

20世紀60年代以降，在強調自然環境護與觀光地區永續利用理念的潮流之下，世界上許多關注於生態保育的學者與民間團體，紛紛提出並推廣了兼顧自然保育與遊憩發展目的—生態旅遊(ecotourism)。 台灣地狹人稠且都市擴張迅速，使得許多自然環境資源已逐漸成為都市的一部分，加上近年來國人休閒意識的覺醒與親近自然環境的需求增加，更讓自然環境地區成為都市人們不可或缺的紓壓與渡假場所。位於台北市文山區南端的貓空地區，便是在過去20～30年間休閒遊憩發展蓬勃的景點，以鄰近都會區、特色茶產與宗教聖地—指南宮為名。貓空地區大多屬於農業保護區。海拔在七百公尺以下，雖不甚陡峭但地貌複雜多變、雨量豐沛，植物林相及生物資源豐富。加上貓空地區規劃完善之登山步道系統、遠近馳名的宗教聖地指南宮以及著名的茶產文化，提供了發展生態旅遊的生態動植物資源、休閒遊憩資源、宗教文化資源以及產業文化資源，且因為位於台北市都會區，與近年國際興起的「都市型生態旅遊」之型態不謀而合。 都市型生態旅遊地區除了提供與一般遊憩區皆有的遊憩、休閒、教育等使用價值外，尚有生態環境保育效益的非使用價值存在，為評估都市生態旅遊地區所具有的完整環境價值，本研究運用條件評估法（Contingent Valuation Method, CVM），以支付卡法(payment card method)之詢價方式獲得遊客的願付價格(willing to pay, WTP)，並採用負二元名義(negative binomial)模式建立迴歸模型，獲得主要結果為：存在價值每年約3,693,065,610元，遺贈價值約每年5,368,737,520元，非市場價值高達約每年9,061,803,130元。 / From 1960s, due to the rise of environment protecting concepts and sustainable use of tourist spots, there are more and more non-government organizations and scholars, who care about ecological conversation, propose the importance of ecotourism, which aim at both the conversation of natural and recreation development. Taiwan is densely populated and has rapidly urban expansion, which has caused natural environmental resources gradually becoming a important part of city. Moreover, the awareness of leisure consciousness and increasing need for accessing to the natural have made it an indispensable relaxing and vacation location for Taipei people. Maokong, located at the south of Wen-Shan district in Taipei, is a famous spot with burgeoning creation activities over the past twenty-five years. It is well-known for its convenience, characteristic tea industry and the sacred place-Zhinan Temple. Mostly parts of Maokong belong to agricultural reservation. The altitude is 700 meters below, although not as steep as others, it has a diversity of terrain features, abundant in rainfall, botanical life-form and organism resources. Those plentiful ecological resources above, the great location near the urban, old-line religious history and culture, plus perfect planning of mountain climbing trail. With all the inborn conditions make Maokong perfect for developing the international-popular leisure style - urban ecotourism. Urban ecotourism place provides not only the use value of recreation, leisure and education, but also the non-use value of preservation benefits. In order to evaluate the total value, I used Contingent Valuation Method with Payment Card Method to get the Willing to Pay of tourists, and further I used the Negative Binomial to establish the model. The main result: the Existence Value is about $3,693,065,610(TWD) per year, the Bequest Value is about $5,368,737,520(TWD) per year, finally the Non-market value is about $9,061,803,130 (TWD).

文化公共財無法透過一般市場機制評估其價格，但應如何衡量其經濟價值？本研究以臺北市萬華區糖廍文化園區為案例，以條件評估法為理論模型，並以電話訪問、網路調查及面訪訪問等3種方式獲得1,612份問卷進行分析，結果顯示願付價格會隨著人口統計變量和民眾對文化資產保存的態度而有所不同，得到平均每人每次至少消費文化公共財之願付價格約247元，如以每人平均消費一次計算價值，在95%信賴區間下，臺北市萬華區糖廍公園週邊7里約1,094萬元、臺北市萬華區約4,788萬元、臺北市約6.7億元。在目前政府財政困窘情況下，如何將上開數據轉化成地方財源收入，有效將各古蹟或歷史建築充分活化再利用將是一個值得關注的議題。 / By using the contingent valuation method, this study estimates the value of the Tangbu Cultural Park in Taipei City as the value of cultural public goods cannot be directly observed through the markets. Based on 1,612 samples collected by the phone interview, on-site interview, and internet survey, we explore the factors that influence the willingness to pay (WTP) and estimate the resulting WTP on the cultural public goods. The empirical results show that the WTP are varied with the demographics and attitudes toward the cultural assets and the estimated average individual WTP per year is about 247 NTD. It turns out that the corresponding total WTP per year is 10.94 million NTD in the surrounding area of the Cultural Park, 47.88 million NTD in the Wanhua District of Taipei City, or 670 million NTD in Taipei City. The study can shed some light on the revival plans and budget arrangements of the cultural public goods.

近年來在運用雙界二分選擇法(double-bounded dichotomous choice elicitation method)來估計受訪者願付價格(willingness to pay)的研究中，不再僅局限於單一非市場財貨的探討。這類型的模型中雖然納入了相關性的考量，但並未考慮財貨的願付價格間可能存在明確的大小關係。再者，針對抗議性樣本，以往的作法多半是丟棄不用，然而這顯然不是理想的作法。本文中，我們將建構一個模型來同時探討這兩項議題。此外我們也利用「竹東及朴子地區心臟血管疾病長期追蹤研究」第五循環中「肥胖之願付價格」的資料來進行實證分析。結果顯示，居住於竹東、有工作、曾以特定活動控制體重的受訪者願意支付較高的金額來參加減肥療程。 / Recent studies on estimating WTP prices in terms of the double-bounded dichotomous choice elicitation method are no longer restricted to the situations that discuss only one non-market good. Although a couple of models have been proposed to take the correlations into consideration when multiple scenarios are presented to the respondents, none of them pay attention to the possibilities that the prices themselves might be inherently ordered. This is one of the issues that need to be addressed. Another is about the protest samples. A common but apparently problematic approach is simply ignoring them completely. In this study, we propose a model that is able to take care of both issues simultaneously. In addition, the model is used to estimate WTP values for data collected in CVDFACTS about two weight loss treatments. The results indicate that respondents residing in Chu-Dong County, employed, and ever tried any weight controlled programs are willing to pay a higher price for the new treatments.

目前臺灣農村面臨許多的問題，設立「生態村」結合農村社區總體營造與生態旅遊，可以同時兼顧農業生產、農村生活、以及生態保育「三生」的功能，為臺灣的農村社區，指引出一條不一樣的發展途徑。南投縣埔里鎮桃米社區在結合觀光服務業與自然生態資源，轉型成為「桃米生態休閒農業村」之後，為該社區居民保有優美、豐富的生態資源並且帶來了更多的經濟收入。 臺灣生態村的類型，可分為(一)著重建築規劃設計、(二)著重社區整體規劃、(三)兼具建築技術與社區規劃，以及(四)既有農村社區轉型而成之類型，目前許多農村地區「生態村」的經營模式，多以休閒農業及發展生態旅遊為規劃方向，因此較著重於生態保育以及社區整體規劃。未來，生態村除了著重於自然環境資源的保育之外，亦可加強生態建築的規劃，營造一個重視保育、循環與低負荷的社區環境。 環境資源所具有的總價值基本上可分為「使用價值」與「非使用價值」兩種，使用價值是實際使用資源所產生的價值，而非使用價值係目前沒有使用資源所具有的價值。通常在評估環境資源的方法有(一)特徵價格法、(二)旅行成本法、(三)條件評估法，三種評估方法，而評估非使用價值目前僅有條件評估法而供使用，當然條件評估法不可避免地存有缺點，但目前國內外實證研究仍多視條件評估法為可行之方法，因此本研究係採用條件評估法探求桃米生態村之非使用價值。 桃米生態村的轉型經驗，可謂兼具天時、地利、人和，在社區居民、專家團體以及政府的共同努力，將農村社區做一、二、三級產業的垂直整合，透過居民參與，凝聚社區向心力與歸屬感，共同致力於桃米社區的發展，不僅創造了社區三級產業的收入，更可達到生態保育的效果，此實例可供許多農村社區做為社區轉型的參考依據。 在建立非使用價值評估步驟之後，依順序逐步完成問卷調查，本研究同時分析單界二元Probit與Logit模型，以及完整決策Tobit模型，最後採Tobit模型的估計結果，受訪者每戶每年願意支付桃米生態村的「存在價值」為363.98元；「選擇價值」為328.63元；而「遺贈價值」則為548.53元。

利用條件評估法 (contingent valuation method) 來評估非市場財貨之市場隱含價值時，雙界二分選擇法 (doubled-bound dichotomous choice method) 為最普遍的詢價方式。近年來，藉由此詢價方式來估計受訪者心目中的願付價值 (willingness to pay) 之研究中，更將此方法推廣至同時估計兩個以上且具有相關性的非市場財貨。只是文獻中的相關探討多半忽略其間的相關性，此外所採用的模型也有可能導致估計的願付價值會有小於零的情形產生。因此，本文引進了衍生版本的Bivariate Generalized Gamma Distribution，來解決這上述兩個問題。我們並採用「竹東及朴子地區心臟血管疾病之危險因子長期追□研究」中，第五循環的「肥胖之願付價格問卷」來作實證分析。在其餘的條件不變的情況下，分析結果顯示，居住在竹東、女性、教育程度愈高、年紀愈小、體重愈重及收入愈高的受訪者會願意支付較高的金額來接受減肥的療程；此外，認為肥胖會影響工作及社交關係的受訪者也會願意支付較高的金額。 / In a contingent valuation survey, it is quite often that subjects were asked to respond to more than one WTP (willingness-to-pay) scenarios. Under such a circumstance, responses provided by a subject are clearly correlated. Although the issue is well recognized in the past, in practice a popular strategy in analyzing this sort of data, however, simply ignore the issue and treat them as if they were totally uncorrelated. Concerning that WTP prices can take only non-negative values along with the issue of possible correlation, we propose an “extend bivariate generalized gamma distribution” that can be used to deal with data collected under a two-scenario situation. Applying it to the CVDFACTS study, where subjects were asked to evaluate a medication-only program as well as a medication-and-exercise program, we found that, other things being equal, female subjects, subjects residing in Chu-Dung County, subjects weigh more, subjects with younger age, higher income, and more years of schooling are willing to pay more. In addition, those who think obesity would affect their social activities would also have higher WTP prices.

本文主要著重在處理條件評估法下，「不知道」受訪者的回應。當「不知道」受訪者的產生機制並未符合完全隨機時，考量他們的真實意向就顯得極為重要。 文中使用中央研究院生醫所在其研究計畫「竹東及朴子地區心臟血管疾病長期追蹤研究」（CardioVascular Disease risk FACtor Two-township Study，簡稱CVDFACTS）第五循環中的研究調查資料。 　　由於以往的文獻對於「不知道」受訪者的處理，皆有不足之處。如Wang (1997)所提出的方法，就只能針對某種特定的「不知道」受訪者來做處理；而Caudill and Groothuis (2005)所提的方法，由於將「不知道」受訪者的差補與願付價格的估計分開，亦使其估計結果不具備一些好的性質。在本文中，我們提出一個能同時處理「不知道」受訪者且估計願付價格的方法。除了使得統計上較有效率外，也保有EM演算法的一個特性：願付價格模型中的估計參數為最大概似估計值。此外，在加入三要素混合模型(Tsai (2005))後，我們也可避免用到極端受訪者的訊息去差補那些「不知道」受訪者的意向。 　　在分析願付價格的過程中，我們發現此筆資料的「不知道」受訪者，其產生的機制為隨機，而非為完全隨機，這意謂著不考量「不知道」受訪者的分析結果，必定會產生偏差。而在比較有考量「不知道」受訪者與沒有的情況後，其結果確實應證了我們的想法：只要「不知道」受訪者不是完全隨機產生的，那麼不考量他們必定會產生某種程度的偏差。 / This paper investigates how to deal with “Don’t Know” (DK) responses in contingent valuation surveys, which must be taken into consideration when they are not completely at random. The data we use is collected from the fifth cycle of the Cardiovascular Disease Risk Factor Two-township Study (CVDFACTS), which is a series of long-term surveys conducted by the Institute of Biomedical Sciences, Academia Sinica. Previous methods used in dealing with DK responses have not been satisfactory because they only focus on some types of DK respondents (Wang (1997)), or separate the imputation of DK responses from the WTP estimation (Caudill and Groothuis (2005)). However, in this paper, we introduce an integrated method to cope with the incomplete data caused by DK responses. Besides being more efficient, the single-step method guarantees maximum likelihood estimates of the WTP model to be obtained due to the good property that the EM algorithm possesses. Furthermore, by adding the concept of the three-component mixture model (Tsai (2005)), some extreme information are drawn out when imputing the DK inclinations. In this hypertension data, the mechanism of the DK responses is “Don’t know at random”, which means the analysis of DK-dropped results in a bias. By using our method, the difference between DK-dropped and DK-included is actually revealed, which proves our suspicion that a DK-dropped analysis is accompanied by a biased result when DK is not completely at random.

由於以往在願付價格的研究中，並未考慮到價格再高都願意支付的受訪者，以及價格再低都不願意支付的受訪者，因此可能會造成估計結果的偏差。本文除了沿用Tsai(2005)所建議採用的三要素混合模型，將受訪者區成價格再高都會願意付的人、願意付合理價格的人以及價格再低都不願意付的人等三類受訪者，且將願意付合理價格者的願付價格透過加速失敗模型(accelerated failure time model，簡稱AFT model)來作評估外，進一步就願意付合理價格的人可能會受到起價點的影響或是有「定錨效果」(anchoring effect)產生的問題來作探討，並就CVDFACTS的高血壓之願付價格資料來作實證分析。結果發現教育程度越高、收入越高以及男性對於能降低罹患心臟血管相關疾病新藥的願付價格也越高。此外我們也發現此筆資料確實有起價點偏誤(starting point bias)的情形。 / In the past, studies on willing-to-pay (WTP) usually assume that all the respondents are willing to pay a reasonable price for a non-market good. In reality, some of the respondents might be willing to pay a very high price, while some others unwilling to pay anything. Following Tsai(2005), we adopt a three-component mixture model to take into account these there three types of respondents and modeling those who are willing to pay a reasonable price with an accelerated failure time (AFT) model. In addition, with a slight modification, we also incorporate issues regarding “starting point bias” and “anchoring effect” into the model. An empirical study based on the data collected from “CVDFACTS” shows that males, respondents with higher educational level, and those with higher family income are willing to pay higher prices for a new hypertension treatment. In addition, it is quite likely that “starting point bias” exists in the dataset.

由於社會變遷迅速，文化資產保存工作，無論在有形或無形資產方面均面臨了嚴苛的挑戰。許多為保存歷史建物、遺址、文物或技藝之民間組織或政府文化機構無不極力爭取以獲得必要的經費資源，以防止文化資產的快速流逝。近年來政府對文化資源的投入程度受到廣泛關注，在財政緊縮下，政府削減各項支出中有關文化設施之補助，或限縮地方政府的文化預算，引起各界對文化預算資源配置問題的熱烈討論，導致以經濟觀點衡量文化產出或文化設施之評價日顯重要。在俱歷史性之藝術或文化資源領域，由於其價值無法快速藉由市場價格機制訂出來，衡量文化政策之最適資源投資一直引起激烈爭議，在各部會資源競爭之下，為了獲得足夠的預算分配，政府各部門必須彰顯其對整體經濟效益之貢獻，因此近年來越來越多研究針對非市場財貨之公共投資進行經濟效益評估。調查民眾對文化公共財的願付價格，除可顯示民眾對文化公共財偏好強度以進行成本效益分析外，亦可作為該文化機構自行籌措財源擬訂定價策略之參考，並可提供政府當局財政配置及公共投資之依據，本篇研究將以非市場財貨評估中之條件評估法，以文建會所屬文化機構國立傳統藝術中心為例，求算民眾對該機構之願付價格。 / 實證結果，在估計參數值部份，發現文化資產保存重要性認同度、文化資產遺贈價值認同度、文化資產預算擴編認同度、年齡、文化產業消費頻率等變數，對受訪者的支付意願均有顯著影響；第一階段與第二階段的詢價金額係數估計值為負並且顯著，表示當詢價金額提升時，受訪者會傾向於不願意支付。在單界二元選擇問答下，Logit模型估算其值為181.56元，Probit模型估算其值為199.12元，在95％信心水準下區間估計值Logit模型其值為191.56元到171.56元之間，Probit模型其值為205.90元到192.34元之間；在雙界二元選擇問答下以Bivariabe Probit 估算結果得到第一次詢價的願付價格為145.69元，第二次詢價的願付價格為218.42 元，實證結果單界與雙界二元選擇模型願付價格差異不大。 / Nowadays, historic building, monument, and artifacts, facing difficult issue of damaging, are quickly dying away. Agencies and organizations whose mission is to protect and preserve historic and culturally important building, monument, and artifacts from the ravages of weather, pollution, development, and even use by the general public must compete urgently for needed resources. Government funding of the cultural arts has received considerable attention in recent years. Efforts to cut funding to the national endowment for the culture and declining budgets for public cultural organizations and art institution have raised questions about how much individuals value the culture and arts. Measuring the economic value of particular arts policies or public cultural organizations is difficult and important. The hard case for measuring economic value of cultural resources is that they are not captured readily by market prices. The appropriate resources to be allocated in public cultural or art institutions often get heated and considerable debate. Valuing the willingness to pay for cultural public goods, not only can be applied for measuring economic value to be used in benefit-cost analysis of public project, but also more efficient in the selection of investment program if the total value（use value and non-use value）can be estimated. The purpose of this study is using one of the non-market goods valuation method, contingent valuation method, to elicit a willingness to pay from individual for hypothetical changes in some situation, further more to value the use value and non-use value of the“National Center for Traditional Art ”. / The variables such as the IMPO,BEQU, BUDG, AGE, FRE1, have a significant positive effect on the WTP for a cultural public good valuing. The table broadly indicates that as the bid level is increased, the number of willing to pay the amount decreased. The empirical results show that under the single-bounded dichotomous choice model, the estimated WTP for Logit model is NT$181.56 and for Probit model is NT$199.12. Under the 95％ confidence, for Logit mode the estimated WTP is between NT $191.56 and NT $171.56, and for Probit model is between NT $205.90 and NT $192.34. Under the double-bounded dichotomous choice model, Bivariate Probit model was adopted to estimate the WTP. The first-estimated WTP is NT $145.69, and second-estimated WTP is NT $218.42. The estimated WTP under double bounded dichotomous choice model is not much different from the estimated WTP under single bounded dichotomous choice model.