本研究探討的非市場性財貨係屬具有風險性的酒後駕車行為，是假設「冒險」可以使得人們的滿足程度提升，所以人們選擇從事酒後駕車行為，代表此一風險行為能提高其自身的滿足程度，基於此願意支付金額 (罰款) 去承擔一旦被取締的處罰，因此，取捨關係在此須視人們心目中對於執法機關取締酒後駕車的主觀認知強度，強度越高，人們會為了「冒險」而願意支付金額 (罰款) 從事此一風險行為的可能性越小，此願付金額即稱之為從事酒後駕車之願付的風險價值。由於理性個人之酒後駕車行為受其自身的取締強度認知及發生意外事故的風險認知影響，因此本研究利用假設市場評估法，引入上述理性個人的兩個認知，導出評估風險價值函數，用以進行酒後駕車之願付風險價值的估計。本研究實證估計酒後駕車被取締的願付風險價值約在15,000～16,600元之間。

This paper attempts to use CVM to measure the willingness to pay (WTP) for drunk driving and risk a ban. We assume “adventure” might raise satisfaction. This is the reason why people drive while drunk, he/she must be willing to pay (the penalty) when arrested. The trade-off between satisfaction and penalty depends on the intensity of personal subjective perception of enforcement of drunk driving. The stronger the enforcement perception, the lower the possibility people are willing to pay the fine of this risky behavior. Rational people’s behavior for drunk driving is affected by his/her enforcement perception and accident risk perception. We use these two perceptions to evaluate risk. The results of our observed research indicate that the WTP amount for the risk of a ban is from 15 to 16.6 thousand NT dollars.