消費者專業背景對基因改造產品願付價值之分析

Analysis on Consumers' Expertise and Willingness-to-Pay for GMOs

萬鍾汶(Jong-Wen Wann) ； 林妙瓀(Miao-Juan Lin)

《生物產業科技管理叢刊》 1卷2期 (2010/01) Pp. 63-91

https://doi.org/10.6170/2010.1(2).03

摘要

本研究擬由實證探討具有專業與非專業生技知識領域樣本群體對基因改造產品的認知態度與願付價值（Willingness-to-Pay, WTP），實證分析所需的消費者資料乃應用敘述偏好中的選擇試驗法（choice experiment）問卷調查而得。本研究針對基改產品的屬性價值評估，建立兩個假設性的產品選擇集合：基因改造稻米（第一代與第二代基因改造技術）與靈芝製劑（第三代基因改造技術）。本研究以有生技稱著的國立中興大學為施測機構，針對專業與非專業領域師生或職員進行便利抽樣（convenience sampling），有效回收問卷為162份，屬於生技專業領域83人佔51.23%，非生技專業領域者為79人（48.77%）。再依隨機效用理論設計多項式羅吉特（Multinomial logit model；MNL）選擇機率模型來推估樣本屬性變數之係數值，進而利用各產品屬性係數值計算屬性願付價值。實證主要發現為生技專業領域群體及非生技專業領域群體對「基因改造稻米」之總願付價值分別為減少9.16%及50.3%，表示生技專業領域群體較接受對於生技產品之接受性較高；而「靈芝有效成份之製藥原料」之生技專業領域群體對於靈芝有效成分之願付價值（652.44%）明顯高於非生技專業領域群體（69.04%），而對於以昆蟲為生物工廠所之願付價值（-722.22%）明顯低於非生技專業領域群體（-100.96%），顯示生技專業領域群體對於有利於身體健康之有效成分願付價值與生物技術安全性之疑慮明顯高於非生技專業領域群體。此外，整體受訪者對「有益人體健康」概念的效用為正，且屬性願付價值會提高，如在基因改造稻米中殖入「可改良外觀基因」（第二代）、殖入「可提昇健康基因」；以生物工廠概念生產「靈芝有效成份」的製藥原料（第三代）。

關鍵字

生物技術 ； 基因改造產品 ； 願付價值 ； 多項式羅吉特模型

並列摘要

This paper aims to investigate the preference differences between consumers with and with out biotechnology expertise via comparing their cognitive attitudes and willingness-to-pay for GM products. To empirically evaluate the WTP on biotechtraits, two hypothetical choice sets of GM products were constructed at beginning: (1) GM rice (containing the first-generation and second-generation technology), and (2) Ganoderma (containing the third-generation technology). A questionnaire was designed by following the choice experiment for the two hypothetical GM products. Then, base on the random utility theory, a Multinominal logit model (MNL) was established for estimating the preference coefficients of biotech attributes. The consumer survey was conducted specific to faculty members and students of the National Chung-Hsing University. Under convenience sampling, 162 observations were obtained, in which 83(51.23%) with biotech related expertise.Empirical results found that total WTP for GM by biotech expertise and non-expertise groups would reduce 9.16% and 50.3%, respectively, indicating that samples with biotech background have higher acceptance for biotech products. The WTP on ”active ingredients in Ganoderma” of biotech expertise group was 652.44%, which was significantly higher than the non-expertise group (69.04%). On the other hand, WTP of the insects biological factories (-722.22%) was significantly lower than that of non-expertise group (-100.96%), reflecting that biotech related consumer is conducive to good health of the active ingredients in GMF. In general, all respondents were ”beneficial to human health” oriented, and improving the value health attribute will increase the WTP for GM products.

並列關鍵字

biotechnology ； genetically modified product ； willingness-to-pay ； multinomial logit model