以往對於消費者對基因改造食品偏好及願付價格估計之研究，如
Moon (2001)、Chern et al. (2002)和Fu (2004)，都是將兩個研究目的
分開個別處理，因此就統計的觀點來說，這樣的分析方式是比較缺乏
效率的。
本研究中提出一個整合式的分析方式，來分析台灣消費者對於基
因改造食品的偏好以及願付溢價。本方法除了增進統計效率外，也同
時納入願付價格分析中可能遇到因為受訪者對該財貨有強烈偏好，對
於該財貨有再高價格都願意支付的傾向，因此預期本方法將可提供更
高的準確度。
為了研究台灣民眾對基因改造鮭魚的認知行為，中央研究院調查
研究專題中心在2003 年進行了全台的電話訪問。而本研究發現台灣消
費者願意多付目前平均市價之12%來購買非基因改造飼料餵食之鮭
魚。此外，消費者本身對於基因改造科技的看法、對基因改造科技的
了解、以及消費者的年齡將扮演影響消費偏好以及願付溢價的高低之
重要因素。

Previous researchers, such as Moon (2001), Chern et al. (2002), and Fu et al.
(2004), attempted to analyze consumer preference toward genetically modi¯ed pro-
duces and to estimate a willingness to pay for them. These two objectives, however,
have been conducted separately and therefore are de¯cient in statistically e±ciency.
An integrated technique is introduced to understand how consumers in Taiwan
perceive genetically modi¯ed produce as well as how much they are willing to pay
a premium simultaneously. Apart from improving statistical e±ciency, this newly
proposed method also considers the possibility that consumers might be willing to
any price if he/she strongly prefer this goods. Higher precision is expected under
this scenario.
To investigate how public perceive genetically modi¯ed salmon, Center for Sur-
vey Research, Academia Sinica, conducted a telephone survey to Taiwanese con-
sumers in 2003. Our study indicates that consumers are willing to pay a premium,
about 12% of the average market price, for non-GM-fed salmon rather than GM-fed
counter part. Moreover, the way consumers think of the risk regarding GM food,
how much they know about GM food, and their age will all in°uence their consump-
tion tendency and willingness to pay.

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