In the beginning of internet development, the advertising revenue is the most important income of a website. After the burst of internet bubbles, some scholars mentioned that the information content is priced and user-charged. Nowadays, because of the broadband network, users spend less money and more time in connecting to internet. The owners of websites also find out more online business models for earning advertising fee, recharging fee, transacting fee and license fee from customers and providers. This research intends to discuss what difference in website attributes between chargeable websites and free website and what kinds of service and content are attractive to users¡¦ willing to pay. Based on previous studies, this research concludes six website attributes: fit to purpose, ease of use, interaction, personalization, customization and trust. The 85 samples are the most popular websites in Taiwan and some experts scored their six website attributes, website awareness and competitive situation. After discriminant analysis, the result indicates that personalization, interaction and trust are discriminative between different chargeable models. Besides, an online questionnaire survey is used to know users¡¦ experience and willing to pay. There are three kinds of principle component after factor analysis: efficiency, design and personalization. The managers of websites can make their pricing strategy by measuring this attributes and factors.

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.

在探討願付價格的條件評估法中一種常被使用的方法為“雙界二分選擇法”，並且一個隱含的假設是，所有研究對象皆願意支付一個合理的金額。然而對於某些商品，有些人也許願意支付任何金額；相對的，有些人可能不願意支付任何金額。分析願付價格時若不考慮這兩類極端反應者，則可能會得到一個偏誤的願付價格。本篇研究中，我們提出一個“混合模型”來處理此議題，其中以多元邏輯斯迴歸模型來描述不同反應者的比例，並以加速失敗時間模型來估計願意支付合理金額者其願付價格的分布。此外，我們以關於治療高血壓新藥之願付價格實例，作為實證分析。 / One commonly used method in contingent valuation (CV) survey for WTP (willingness-to-pay) is the “double-bound dichotomous choice approach” and an implicit assumption is that all study subjects are willing to pay a reasonable price. However, for certain goods, some subjects may be willing to pay any price for them, while some others may be unwilling to pay any price. Without considering these two types of the extreme respondents, a wrongly estimated WTP value will be obtained. We propose a “mixture model” to handle the issues in this study, in which a multinomial logistic model is taken to specify the proportions of different respondents and an accelerated failure time model is utilized to describe the distribution of WTP price for subjects who are willing to pay a reasonable price. In addition, an empirical example on WTP prices for a new hypertension treatment is provided to illustrate the proposed methods.