臺灣博碩士論文加值系統

摘要
本文採用實驗拍賣法和條件評估法作為分析工具，除了比較兩者的結果，主要目的是評估產地國標示的推行對於台灣的影響與經濟效益。本文同時以學生樣本與一般民眾樣本作為分析對象，為了更貼近真實市場且讓受訪者有根據地出價，也在拍賣實驗中加入了「試吃」的活動。
拍賣部份本文採用第二高密封出價拍賣，而拍賣的產品則選擇了台灣和中國大陸的碳燻烏梅和台灣、中國大陸與越南的烏龍茶葉，兩者都是近年來在進口食品方面有安全疑慮的產品。至於條件評估法的部份，針對張君宇（2008）所提出的研究結果與建議，本文在問卷設計上做了一些調整與延伸。我們沿用「雙界二元選擇法」設計問卷，第一個問題是關於受訪者在面對不同產地國但是相同價格下的產品選擇，而第二題則是受訪者在商品打折後的選擇，此問題僅對受訪者在第一題不願購買的產品做折扣。在張君宇（2008）的研究中，由於樣本不足且折扣率僅到50%，以致於受訪者在面對商品打折後的選擇改變情況並不明顯，logit模型無法準確估算出願付溢酬，因此我們將樣本數從74擴充到111（學生樣本）和116（一般民眾樣本）位受訪者;同時，也將折扣率增加到60%。
根據一般民眾拍賣實驗結果，台灣的消費者願意付較高的金額來購買台灣的產品，其Tobit模型所估出來的願付價格溢酬百分比如下：台灣碳燻烏梅相對於中國大陸碳燻烏梅為54.64%；而台灣烏龍茶葉相對於中國大陸烏龍茶葉和越南烏龍茶葉則各為83.18%和102.64%。其中，試吃後的願付價格溢酬百分比，台灣烏梅相對於中國烏梅為36.27%；而台灣茶相對於中國茶和越南茶則分別是79.53%和116.42%。另一方面，條件評估法對台灣烏梅相對於中國烏梅所估計出來的學生願付價格溢酬百分比是65.20%，雖然樣本數和折數都已擴充，但是一般民眾樣本人因為改變選擇的人數太少，因此無法得到精確的估計結果。在這方面，拍賣實驗法的優勢是大過條件評估法的。
無論是拍賣實驗法或條件評估法，對於台灣產品所估算出來的願付溢酬幾乎都大於50%，此外，受訪者試吃後，在有根據的情況下調整願付價格溢酬，最少的36.27%也遠遠大於75%之受訪者所願意支付1%至5%因實行產地國標示而增加的價格溢酬（產地國標試的實行會使成本增加），因此，我們可知，在台灣推行產地國標示的確能提高台灣產品的競爭力，不論是對台灣生產者或消費者，產地國標示政策都能帶來相當的經濟利益。政府應盡快公佈相關規定與細則，而國內廠商對於產品品質也要有所堅持並維持國內產品的優勢，這麼一來，產地國標示政策才能給予雙方完全的獲益。

ABSTRACT
In this study, we used both experimental auction and contingent valuation method (CVM) to analyze the economic benefits of country of origin labeling. We collected not only student sample but also the public sample for our research. Meanwhile, product tasting was an important part of the experimental auction, and it made the experiment more reflective of the real market and provided participants with information to form their preference in bidding.
We used Vickrey auction (the second price sealed bid auction) for our experimental auction and chose charcoal-smoked plum and oolong tea that had misgivings in imported food safety as the auction products. As to the CVM, we made some adjustment and extension according to the results and suggestion from Chang (2008). The questionnaire was designed by a double-bounded dichotomous choice method. The first question was asked about the product choice under the same price, and the second question was asked about the choice after specific product being discounted. In Chang (2008), the switching choices under price discounts were too few to successfully estimate the willingness to pay due to the insufficient sample and the maximum discount rate of 50%. Therefore, our study extends the sample size from 74 to 111 for students and 116 for general public. Furthermore, the discount rate was increased to 60%.
Our study found that Taiwanese consumers are willing to pay more for Taiwan products, and the estimated premiums for each product are showed as the following: from the Tobit model for auction, the estimated price premium for Taiwan plum over China plum is 54.64%; and the estimated price premiums of Taiwan tea relative to China and Vietnam teas are 83.18% and 102.64%, respectively. After tasting, the estimated premiums are 36.27%, 79.53% and 116.42% for Taiwan plum relative to China plum, Taiwan tea relative to China tea and Vietnam tea, respectively. On the other hand, the estimated premium of Taiwan plum relative to China plum for student sample from CVM is 65.20%. However, we still can not obtain satisfactory estimated premiums for public sample from CVM due to insufficient switching choices under price discounted although the sample size and discount rates have been increased. Thus, experimental auction appears to be superior to CVM in this study.
Based on the results from both experimental auction and CVM, the estimated price premiums are certainly larger than 50%. Even the least estimated premium (36.27%) for plum after tasting, it is also much larger than the 1% to 5% price increase that participants are willing to pay for COOL implementation. Therefore, the execution of COOL can bring benefits to both Taiwanese producers and consumers. We urge the government to provide supplement of detailed COOL implementation provisions as soon as possible and meanwhile the food industry must strengthen the domestic product quality in order to fully capture the benefits from implementing the COOL in Taiwan.

TABLE OF CONTENTS

CHAPTER 1
INTRODUCTION 1

CHAPTER 2
LITERATURE REVIEW 5

CHAPTER 3
SURVEY AND EXPERIMENTAL AUCTION
3.1 Experimental Auction Design for Student Sample 11
3.2 Choices of Products for Public Auction 12
3.3 Focus Group and Recruitments for Public Auction 14
3.4 Experimental Design for Public Auction 16
3.5 Contingent Valuation Survey Design 18

CHAPTER 4
METHOD
4.1 Tobit Model for Experimental Auction 21
4.2 Logit Model for CVM 23

CHAPTER 5
VARIABLES AND DATA DESCRIPTION
5.1 Definition of Variables 27
5.2 Descriptive Statistics from Student Sample 32
5.3 Socio-economic Characteristics from Public Sample 37
5.4 Consumers’ Purchasing Behavior and Attitude from Public Sample 40
5.5 Food Safety Perceptions from Public Sample 47

CHAPTER 6
EMPIRICAL MODEL
6.1 Test of Affiliations 50
6.2 Experimental Auction 51
6.3 Contingent Valuation Method 54


CHAPTER 7
RESULTS
7.1 Regression Results of Experimental Auctions from Student Sample 57
7.2 Regression Results of Experimental Auctions from Public Sample 63
7.3 Regression Results Using CV Survey Data from Student Sample 87
7.4 Regression Results Using CV Survey Data from Public Sample 91

CHAPTER 8
CONCLUSIONS 96

REFERENCES 99

APPENDIX A 101

APPENDIX B 102

APPENDIX C 106

REFERENCES
Brester, G. W., Marsh, J. M., and Atwood, J. A. (2004), “Distributional Impacts of Country-of-Origin Labeling in the U.S. Meat Industry,” Journal of Agricultural and Resource Economics, 29, 206-227.

Chang, Chung-Yu (2008), “Willingness to Pay Premium for Foods Produced in Taiwan and Its Implications for Country of Origin Labeling,” Master Thesis, Department of Economics, National Chung Cheng University, Taiwan.

Dickinson, D. L., and Bailey, D. (2005), “Experimental Evidence on Willingness to Pay for Red Meat Traceability in the United States, Canada, the United Kingdom and Japan,” Journal of Agricultural and Applied Economics, 37, 537-548.

Hanemann, M., and Kanninen, B. (1999), “The Statistical Analysis of Discrete Response CV Data, Valuing Environmental Preferences,” New York: Oxford University Press.

Hanemann, M., Loomis, J., and Kanninen, B. (1991), “Statistical Efficiency of Double-Bounded Dichotomous Choice Contingent Valuation,” American Journal of Agricultural Economics, 73, 1255-1263.

Huffman, W. E., Shogren, J. F., Rousou, M., and Tegene, A. (2003), “Consumer Willingness to Pay for Genetically Modified Food Labels in a Market with Diverse Information: Evidence from Experimental Auctions,” Journal of Agricultural and Resource Economics, 28, 481-502.

Kaneko, N., and Chern, W. S. (2005), “Willingness to Pay for Genetically Modified Oil, Cornflakes, and Salmon: Evidence from a U.S. telephone survey,” Journal of Agricultural and Applied Economics, 37, 701-719.

Loureiro, M. L., and Umberger, W. J. (2003), “Estimating Consumer Willingness to Pay for Country-of-Origin Labeling,” Journal of Agricultural and Resource Economics, 28, 287-301.

Loureiro, M. L., and Umberger, W. J. (2005), “Assessing Consumer Preferences for Country-of-Origin Labeling,” Journal of Agricultural and Applied Economics, 37, 49-63.

Loureiro, M. L., and Umberger, W. J. (2007), “A Choice Experimental Model for Beef: What U.S. Consumer Responses Tell Us about Relative Preferences for Food Safety, Country-of-Origin Labeling and Traceability,” Food Policy, 32, 496-514.

Lusk, J. L., and Anderson, J. D. (2004), “Effects of Country-of Origin Labeling on Meat Producers and Consumers,” Journal of Agricultural and Resource Economics, 29, 185-205.

Nelly, L. L., Hudson, D., and Parkhurst, G. (2006), “Consistency of Consumer Valuation Under Different Information Sets: An Experimental Auction with Sweet Potatoes,” Journal of Food Distribution Research, 37, 60-71.

Roosen, J., Fox, J. A., Hennessy, D. A., and Schreiber, A. (1998), “Consumers’ Valuation of Insecticide Use Restrictions: An Application to Apples,” Journal of Agricultural and Resource Economics, 23, 367-384.

Schupp, A., and Gillespie, J. (2001), “Handler Reactions to Potential Compulsory Country-of-Origin Labeling of Fresh or Frozen Beef,” Journal of Agricultural and Applied Economics, 33, 161-171.

Umberger, W. J., Feuz, D. M., Calkins, C. R., and Sitz, B. M. (2003), “Country-of-Origin Labeling of Beef Products: U.S. Consumers’ Perceptions,” Journal of Food Distribution Research, 34, 104-116.

Wooldridge, J. M. (2006), Introductory Econometrics, 3rd ed. Thomson Higher Education.

台灣內政部內政統計資訊服務網，2009。內政統計年報，2008年人口年齡分配
http://www.moi.gov.tw/stat/ Accessed December 31, 2008.

吳珮瑛，2009。『環境與自然資源值多少？校義與價值衡量之概念、理論、方法與應用』。台中：新新台灣文化教育基金會。