本文探討臺灣消費者對於水產業實施水產品危害分析與重要管制點（HACCP）管?制?的認知。本研究?用?吉特計?模型(Logit model) 分析消費者對於水產品安全衛生認知及其選擇消費水產品的關係。實證研究結果顯示，國人對於水產品實施HACCP 管?的認知受性別、教育、所得、消費地點及購買?為等?同消費者特徵的影響。整體而言，消費者基於安全衛生感與節?時間的考?，普遍願意支付較高價格?選購經認證的水產品，?過部份業者則擔心因執?HACCP 管?所產生登?考評上的成本上升，因而對此管?制?的實施有所保?。最後，本文建議在政策實施的初期，政府有必要提供產業界相對的協助與輔導，另外加強消費者對食品衛生安全教育亦是重要的工作。

This study investigates the perception of Taiwanese consumers about seafood safety in the Hazard Analysis Critical Control Point (HACCP) system implemented in the seafood industry. An econometric Logit model is applied to estimate relationships between perceptions of seafood safety and seafood consumption in Taiwan. Empirical results show that there are significant differences in perceptions between gender, education, income, eating location and buying behavior. On average, consumers are willing to pay more for certified seafood due to safety concerns and to save time. However, some seafood producers are concerned about increasing costs needed for the recording and documentation required to implement the HACCP system. The study further suggests that the guidance and assistance to the industry and the consumers’ education provided by the government were important in the initial stage.