環境汙染保險制度的推動，須先瞭解潛在顧客的需求，保險的需 求取決於企業對環境風險的主觀認知及對環境管理的涉入程度。此外， 以貨幣形式表示其願意支付的環境汙染保險的價格，即願付價值，而 本研究旨在探討潛在汙染業者對汙染風險的認知、環境管理的涉入程 度與願付價值之關係。實證時，以中油個別加盟業者為對象，採用問 卷調查搜集302 個有效樣本進行分析，研究結果發現在設定的承保條 件下，單界二分選擇模型之願付價值，分別依Probit 及Logit 兩種模 型推估出之願付金額分別為92,466 元及92,159 元；雙界二分選擇模 型之願付價值，則介於93,025 元與96,761 元間。此外，汙染的風險認 知、環境管理的涉入程度與加油站業者的支付意願呈正向顯著的關係。

In order to promote an environmental pollution insurance system, the first thing is to understand the demand from potential consumers. The demand for insurance is determined by the subjective perception of environmental risk and the involvement in environmental management by companies. In addition, consumers have a subjective value for the price of environmental pollution insurance, which is then turned into a monetary form as the willingness to pay. This study attempts to explore the relationship among the risk perception of pollution, environmental management involvement, and willingness to pay of potential polluters. Empirically, the study chooses CPC-franchised gas stations as research targets, and 302 valid questionnaires were recovered. Under the assumed insurance condition, research results indicate that the willingness to pay using a singlebound dichotomous choice model is NTD 92,466 and NTD 92,159 as estimated by probit and logit models, respectively. The willingness to pay is between NTD 93,025 and NTD 96,761 using a doubled-bound dichotomous choice model. Besides, both the risk perception of pollution and environmental management involvement significantly and positively affect the willingness to pay of gas station operators.