本研究應用單一問卷多組標的物的假設市場評估法 (CVM) ，衡?消費者對三種?同健康風險的漁產品實施HACPP 安全認證的願付價格，並找出影響消費者購買安全漁產品決策的顯著因子。雙界二分選擇模型（double bounded dichotomous choice model ）的估計結果顯示，當價格增額越大時，受訪者願意多付錢購買HACCP 安全認證的石斑魚、虱目魚及牡蠣的傾向亦?低。平均而言，受訪者對經HACCP 安全認證的石斑魚、虱目魚及牡蠣，每臺斤的願付價格為新臺幣57.69 、29.67 及38.11 元，約相對於目前市售未經 HACCP 安全認證的三種魚價格的41.21%、49.46% 及47.64% 的價格增額。受訪者中男性、高教育程?、購買時較?在乎價格因素及自認對漁產品衛生安全問題??太解且認為漁產品衛生安全問題?太嚴重者，較願意付較高的價格?購買具HACCP 安全認證的漁產品。高的願付價格顯示消費者對健康安全的需求，亦隱含較安全漁產品的市場潛?。

This study applied the contingent valuation method (CVM) to account for a set of contingent valuation questions within a single survey. A double-bounded dichotomous choice model was used to estimate the response functions. Parameters were used to derive a consumer’s WTP for the hypothetical safer seafood (HACCP) in Taiwan. The average WTP for grouper, milkfish and oyster with HACCP are 41.21% (NT$57.69), 49.46% (NT$29.67) and 47.64% (NT$38.11) price increments, respectively, over the average price without HACCP (NT$140, NT$60 and NT$80). To conclude, those respondents who are male, better educated, and higher consumption frequency would be likely to pay more for the safer seafood. A high WTP value may imply a strong demand for health and good market potential for safer seafood in Taiwan.