近年來，有機農業越來越受重視，尤其許多國家對於有機農產品的需求大過於供給，因此從需求面的消費者導向來理解有機農業顯得十分重要。本研究以離散選擇理論模型與願付價格作為基礎，建構Logit迴歸模型與OLS(Ordinary Least Squares)迴歸模型，並且利用Heckman兩階段估計法來解決可能存在的樣本選擇偏誤問題。本研究透過網路發放問卷，總共收回191份有效問卷。本文研究結果顯示，願付價格部分，比起慣行農產品，消費者平均願意多付40%至50%購買有機農產品。此外，女性比男性更有意願購買有機農產品，年齡越高、開伙天數較多者，也有較高的意願購買有機農產品。主要的購買因素為食品安全與健康，而購買障礙為價格太貴及品質不佳。另一方面，居住在台北市及新北市的居民比起其他地區的居民有較高的願付價格，小孩數量越多、年齡越高以及女性也有較高的願付價格。本研究結果可作為有機農業對於目標市場的參考，以利未來有機農業發展。

In recent years, organic agriculture has received more and more attention. In particular, many countries have more demand for organic products than supply. Therefore, it is very important to understand organic agriculture from the consumer orientation of demand side. Based on the discrete selection theory model and the willingness to pay, this study constructs the Logit regression model and the OLS (Ordinary Least Squares) regression model, and uses the Heckman two-stage estimation method to solve the sample selection bias problem. This study received a total of 191 valid questionnaires through a questionnaire distributed online. The results of this study show that consumers are willing to pay 40% to 50% more for organic products than inorganic products. In addition, women are more willing to buy organic products than men. Consumers who are older and have more cooking days have a higher willingness to purchase organic produce. The main buying factors are food safety and health, purchase barriers are too expensive and poor quality. On the other hand, residents living in Taipei City and New Taipei City have higher willingness to pay than residents in other areas. Consumers who are older, have more children and female have a higher willingness to pay for organic products. The results of this study can be used as a reference for organic agriculture for the target market to facilitate the future development of organic agriculture.

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