臺灣博碩士論文加值系統

本研究之主要目的是採用實驗拍賣方法與條件評估法來誘導消費者於明確告知產地國後，對台灣相對於進口食品之願付價格與溢酬，以評估台灣實施產地國標示之經濟效益，並比較兩者之結果。此外，亦探討不同風險認知的族群對於不同產地國標示下相似產品之消費行為有何差異。
於實驗拍賣部分，本研究採用與比較隨機第n高密封出價拍賣與第二高密封出價拍賣，並於2010年3月，於台北、台中與高雄三個地區各舉辦兩場實驗拍賣，共招募120位代表性之消費者。而拍賣的產品則選擇了台灣、越南與中國大陸的烏龍茶葉，其原因是基於茶葉近幾年來有許多食物安全上的疑慮，且許多不肖茶商進口低價茶混充台灣茶在市面上販售，欺瞞消費者。本實驗拍賣之設計重點主要是欲探討真實市場情況 (試喝茶葉，不告知真實產地國) 與理想市場情況 (告知真實產地國) 下，是否會影響消費者之出價行為。因此，一開始在不告知產地國之情形下，先請參與者試喝三種不同之烏龍茶葉，且進行五回合之拍賣，而後再告知其產地國訊息，並接續後五回合之拍賣。
本研究利用Tobit與OLS模型分別對茶葉之願付價格與溢酬做估計，結果顯示，無論是何種拍賣方法，消費者在被告知茶葉之產地國後，皆對於台灣茶葉有較高的價格溢酬；而較不願承擔風險之族群，亦對國產品有較高之願付價格，顯示不同風險族群之消費行為並不相同。由Tobit模型所估算出的平均願付價格溢酬百分比顯示，告知產地國之前，台灣相對越南與中國茶葉之平均價格溢酬百分比於隨機第n高價與第二高價分別為7.43%與-1.89%以及12.56%與-5.65%；然而告知產地國後，其價格溢酬百分比分別為60.98%與49.64%以及35.70%與18.85%。相較於先前之研究，於拍賣一開始便告知產品之產地國來源，本研究之估計結果似乎更值得信任。
於條件評估法下，使用多元邏輯迴歸模型所估算出台灣相對越南與中國茶葉之平均價格溢酬百分比分別為928.97%與1607.73%；由於其數值非常大，可能是因為受訪者於假設性的條件評估問題中，改變選擇之人數太少，或是樣本估計數太少，導致大多數之人口統計變數不顯著，因而無法得到精確的估算結果。此亦顯示出實驗拍賣法之結果相較於條件評估法是較可靠的。
綜合上述，於明確產地國標示之下，無論是實驗拍賣或是條件評估法所估算出的願付價格溢酬，皆顯示出台灣消費者對於本土產品有強烈之正向偏好。因此，對於台灣在實施所有食物與農產品之原產地標示方面是非常重要的，其所產生的經濟效益並不僅限於台灣的消費者。假若政府能嚴格確實執行所有食品之原產地標示，無疑是會提升台灣農業之競爭力，並能於市場上顯現出「台灣」品牌的價值，此將帶給台灣農民非常大的益處。此外，產地國標示似乎亦是對於降低WTO與ECFA所產生貿易自由化衝擊中最好的方法之一。

The main purpose of this study is to evaluate the economic benefits of country of the origin labeling (COOL) using both experimental auction and contingent valuation method (CVM) to elicit the consumer’s willingness to pay (WTP) and premium for Taiwan products vs. imported products. Furthermore, we also analyze the differences in consumption behavior among consumers with different risk perceptions.
For experimental auction, we used and compared a random nth-price and the Vickrey second-price sealed bid auctions. We recruited 120 consumers to participate in the experiments conducted in Taipei, Taichung, and Kaohsiung in March 2010. We chose oolong teas from Taiwan, Vietnam, and China as auctioned products due to the consumer’s safety concerns about these imported teas and the wide spread deceptive sales of these imported oolong teas as Taiwan products in the market place. One important aspect of our experimental design is to investigate the auction participants’ bidding behavior before and after knowing the countries of the origin for products. Participants tasted three oolong teas in the beginning of the experiment followed by five trials of auction. Then they were told the countries of origin for three teas and continued with five trials of auction. The experiment attempted to reflect the changes from current market situation with tasting but no COOL to the ideal market with both tasting and COOL.
Tobit and OLS models were used to estimate the WTP and price premiums for oolong teas. The econometric results show that Taiwanese consumers revealed very high premiums for Taiwan oolong tea after knowing the country of origin from both auction methods. The study also finds that consumers who are more risk averse have higher WTP for Taiwan oolong tea. For a random nth-price auction, before knowing the country of origin, the estimated price premiums from Tobit model for Taiwan tea relative to Vietnam and China teas are 7.43% and -1.89%, respectively. For the Vickrey auction, the estimated price premiums are 12.56% and -5.65%, respectively. However, after knowing the country of origin, the estimated premiums from random nth-price auction are 60.98% and 49.46% for Taiwan tea relative to Vietnam and China teas, respectively. The estimated premiums from the Vickrey auction are 35.70% and 18.85%, respectively. These estimates appear to be more credible than those from pervious experiments informing participants about the COO in the beginning of the auction.
Using data from CVM, we estimated a multinomial logit model. The estimated price premiums for Taiwan tea over teas from Vietnam and China are 928.97% and 1607.73%, respectively. One reason for such high estimated premiums from CVM is likely due to the pattern of responses to the hypothetical CV questions. Specifically, many participants did not switch their choices even with heavy discounts on imported teas. There is also a problem of small sample size. This study shows that auction experiment yields more credible results than CVM.
The results from both experimental auction and CVM clearly show that Taiwanese consumers have strong preferences for oolong tea produced domestically over those imported from Vietnam or China. It is important to have COOL for this product as well as many other food and agricultural products in Taiwan. The economic benefit is not limited to Taiwanese consumers. The rigorously enforced COOL would undoubtedly increase the competitiveness of Taiwan’s agriculture and capture the value of “Taiwan” as a brand in the market. These would greatly benefit Taiwanese farmers. The COOL appears to be one of the best approaches to reduce the negative impacts from trade liberalizations under WTO and ECFA.

第一章 緒論 1
第二章　文獻回顧 5
第一節　實驗拍賣方法 5
第二節　條件評估法 (Contingent Valuation Method) 8
第三節　產地國標示之相關文獻 10
第四節　重覆拍賣回合 (Repeated Trials) 13
第五節　風險評估 13
第三章 實驗拍賣與問卷調查 15
第一節　產品的選擇 15
第二節　招募與焦點團體 (Focus Group) 17
(一) 招募 17
(二) 焦點團體 (Focus Group) 19
第三節　實驗拍賣方法 20
第四節　問卷設計 21
(一) 條件評估法 22
(二) 其他問卷內容 24
第四章 計量模型 25
第一節 聯合檢定 (Test of Affiliation) 25
第二節 實驗拍賣願付價格及願付溢酬之模型 26
第三節 條件評估之多元邏輯迴歸模型 32
第五章　敘述統計分析 35
第一節　人口統計變數之分析 35
第二節　受訪者食物購買意願之分析 37
(一) 實驗拍賣 37
(二) 條件評估法 (Contingent Valuation Method) 45
第三節　受訪者風險認知之分析 48
第四節　受訪者購買行為與態度之分析 55
第五節　國內食物安全之分析 61
第六章　實證結果分析 63
第一節　聯合檢定之實證結果 63
第二節　實驗拍賣法之實證結果分析 64
(一) 烏龍茶葉願付價格與溢酬之實證結果分析 64
(二) 調換試喝茶順序之效果分析 76
(三) 烏龍茶葉於Tobit模型下之邊際效果分析 79
第三節　條件評估法下之實證結果分析 82
第四節　烏龍茶葉之願付價格與價格溢酬之估計 84
(一) 茶葉於實驗拍賣法下願付價格之估計 84
(二) 茶葉於條件評估法下願付溢酬之估計 85
第七章　結論與建議 88
第一節　結論 88
第二節　建議 93
參考文獻 94
附錄 98

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