體驗型電動交通工具願付價格之評估－以東部休閒區域遊客為例

The Willingness to Pay of the Experiencing Electric Vehicles-The Tourists of Recreation Areas in Eastern and Northeastern Taiwan as an Example

陳凱俐(Kai-Lih Chen) ； 林和萱(Ho-Hsuan Lin) ； 陳正虎(Cheng-Hu Chen)

《宜蘭大學生物資源學刊》 7卷1期 (2011/12) Pp. 25-39

https://doi.org/10.6175/job.2011.71.14

摘要

近年來，電動交通工具普遍被認為可以有效提高能源使用效率及降低對環境所造成的危害。國內休閒業者為迎合全球抗暖化、低排碳及高效率的環保潮流，已陸續導入各種型式的電動交通工具，做為休閒區域內體驗或接駁用的交通工具。本研究採用已廣泛應用於評估生態資源、文化資產及古蹟之保存與新產品等價值之「條件評估法」（Contingent Valuation Method, CVM），以宜蘭、花蓮、台東三縣休閒區域之遊客為調查訪問對象，採用雙界二分選擇問卷，以存活迴歸模式評估遊客租借體驗型電動交通工具之願付價格（Willingness-to-Pay, WTP）。由存活迴歸結果顯示，在顯著水準α = 10%之下，影響宜蘭、花蓮、台東三縣遊客租借電動自行車與電動車願付價格之顯著變數，依個人社經背景雖不盡相同，但對電動交通工具具有環保特色之認同程度，則在各區域對電動自行車和電動車之願付租借價格皆有正向影響。在願付價格評估結果方面，宜蘭遊客對電動自行車之平均願付租借價格為每2小時約175元、花蓮及台東遊客約200元；在電動車方面，宜蘭及台東遊客平均願付價格約為每2小時240元、花蓮遊客約為310元，略低於目前休閒區域電動交通工具的租借費用。過去政府在推廣電動車輛的主要政策像以補貼購置者為主，成效並不如預期。未來政府若能採取補貼方式使業者降低租借費用，或許可以增加電動交通工具在休閒區域的出租率，讓一般民眾有機會更了解電動交通工具及相關的使用效益，讓政府推動電動交通工具的美意能早日實現。

關鍵字

電動交通工具 ； 願付價格 ； 條件評估法 ； 雙界二分選擇法

並列摘要

Electric vehicles are commonly recognized as energy efficient and environment benign transportation. In order to catch the environment protection trends of anti-global worming, carbon emlss10n reducing, and high energy efficiency, the domestic regional recreation industry has gradually introduced electric vehicles as transportation or as experiencing equipments in the last few years. The Contingent Valuation Method (CVM) which has been widely used in evaluating the values of ecological resources, cultural estates, historical inheritance preservation, and new products, was applied in this study. The tourists of the recreation areas in Yilan, Hualien, and Taitung counties were selected as subjects for interview following a dichotomous choice with follow-up questionnaire to evaluate the willingness to pay of the tourists on the electric vehicle rental service provided by the recreation areas.Results from survival regression show that under the significant level of 10% (α=10%) the significant social-economicvariables of the willingness to pay in the three countries are different. However, the recognition of the environment benign characteristic of the electric vehicle has significantly positive effect on the willingness to pay of electric bike and electric automobile rental of the tourists in the three couties. The average willingness to pay on electric bike rental are approximately NT$ 175 per two-hour for the tourists in Yilan and NT$ 200 in Hualien and Taitung. When electric automobile was evaluated, the willingness to pay per two-hour of rental are NT$ 240 for the tourists in Yilan and Taitung, and NT$ 310 for the tourists in Hualien. The rental fee of electric vehicles in the recreation areas at present is in generally higher than the willing to pay of the tourists. The rental frequency of the electric vehicle in the recreation areas may be increased by governmental subsidy to the electric vehicle rental to subtract the rental fee. With a better chance of riding an electric vehicle, the public may have a better recognition of the electric vehicle and the benefits corning along with the vehicle and the government may be able to fulfill the promotion act soon.

並列關鍵字

Electric Vehicles ； Willingness to Pay ； Contingent Valuation Method ； Dichotomos Choice with Follow-up