本研究主要目的是想要探討台灣地區民眾對於維持公共電視的營運與發展之願付價格。資料來自於中央研究院人文社會科學研究中心調查研究專題中心所進行的一項公共電視願付價格調查，其中關於願付價格的部分是透過條件評估法的方式取得，受訪者隨機分配至兩個題組之一，其中A題組為考慮公共電視帶給家人的好處，而B題組為考慮公共電視帶給全國民眾及社會的好處。 建模時我們採用一或二要素混成模型，這是一個可以將不理性受訪者分離，僅針對理性受訪者的願付價格進行估計的一個模型。分析結果顯示考慮到公共電視帶給家人的好處時，年齡50歲以上的受訪者中存在著一群無論什麼價格都不願意支付或Ney-sayers的人，估計的比例大約為21.13%；而考慮到公共電視帶給全國民眾及社會的好處時，很少看文化教育節目的受訪者中也存在著一群無論什麼價格都不願意支付或Ney-sayers的人，估計比例大約為13.53%。 針對願意支付合理價格的受訪者配適加速失敗模型時，我們不僅就位置參數引進解釋變數，同時也引進解釋變數至尺度參數。分析結果顯示願意支付合理價格的受訪者，在考慮公共電視帶給家人的好處時，每年願意支付價格之平均值為1477元；而考慮到公共電視帶給全國民眾及社會的好處時，每年願意支付價格之平均值為1663元。顯示受訪者在考慮到全國民眾及社會的好處，願意付出較高的價錢。 / This study aimed to explore people’s willingness to pay (WTP) for maintaining the operation of Public Television Service (PTS) in Taiwan. The survey using contingent valuation method was conducted by the Center for Survey Research, Academia Sinica. The survey sample was split into two groups, A and B. Each group was presented with the same scenario but different scope of benefits. Group A considered the benefits that PTS might bring to one’s family, while Group B considered the benefits that PTS might bring to the whole society. The model used in this study was a one/two-component hybrid model, a model that is able to separate those who are willing to pay a reasonable price from these who are not, and obtain their mean WTP estimate. Multinomial logistic part of the model, indicated that for Group A, among those who were 50 years of age or older, about 24.48% were not willing to pay any price or Ney-sayers. And for Group B, among those who seldom watched cultural or educational programs, about 12.91% were not willing to pay any price or Ney-sayers. Appling accelerated failure time model to those who were willing to pay for reasonable prices enabled us to evaluate the WTP. We not only introduced explanatory variables in the location parameter but also the scale parameter. The estimated mean WTP for Group A was found to be NT$1477 per year, while the mean WTP for Group B was NT$1663 per year.