国宜大学应用经济学系

立蘭論MasterThesisDepartmentofAppliedEconomicsNationalIlanUniversity福利聯StudyontheConsumers'PreferenceforEggandWillingesstoPayforAnimalWelfare-AnApplicationofConjointAnalysisAdvisor:Dr.agr.Huang-Tzeng,Chang-JuGraduateStudent:Chou,Meng-Hsuan年July2009輪不兩年不了六年老老兩年來論兩老老不里來見論更益良老老老兩年勵來不論論老論不吝老TA更更立老練力老兩年識理老論老裡論了老福裡論切說讀論QQ兩年更蘭祥論了諸樂更留嵐禮切六年利更更力量碌福樂更立裡勵了來更立蘭年I論福利聯立蘭數106年論倫理量福利立不了福利度路2,363聯利福利飼料不益不飼料飼料60不福利數福利不不飼籠飼籠飼籠28.1346.61籠飼II留飼料籠不飼料156.56不不籠飼6074116兩六61.47%福利行福利福利年女都率行率聯福利IIITitleofThesis:StudyontheConsumers'PreferenceforEggandWillingesstoPayforAnimalWelfare-AnApplicationofConjointAnalysisNameofInstitute:DepartmentofAppliedEconomics,NationalIlanUniversityPage:106GraduationTime:July,2009DegreeConferredMasterAuthor’sName:Meng-HsuanChouAdvisor’sName:Dr.Huang-Tzeng,Chang-JuAbstractSincefoodsafetyandethicsaremoreandmoreconcernedbyconsumers,animalwelfarebecomesanimportantissueandisevenprotectedbylawinsomecountries.Eggwaschoseninthedesignofthisstudybecauseitisfamiliartomostconsumers,availableinthemarketandcanbeusedtoinvestigateconsumers’opinionaboutanimalwelfare.TheresultsofChoice-BasedConjointAnalysis(CBC)showtherelativeimportanceofthe6attributes.Price(27.17%)ismostimportanttfortherepondentsandthecolorofeggshell(4.73%)isleastimportant.Theimportanceofotherattributesare23.52%formedicaltreatment,17.41%forraisingenvironment,14.56%forfeedand12.61%foreggfunction.Themostpreferredlevelsofeachattributearethelowestprice(NT$60/kg),whitecolor,medicaltreatmentallowedonlyforsicknessandimmunebutnoresidueallowed,outdoorranging,organicfeedandeggwithspecialmedicalfunctions,respectively.Foreachmarketsegmentation,theattributeimportance,thepreferenceofattributelevels,andthewillnesstopayforpromotionofattributelevelsandproductsareestimatedinthisstudy.SincetherespondentsofSegment1arewillingtopaymoreforanimalwelfareandpreferorganicproducts,itcanberegardedasthetargetmarketfortheproductsconcernedanimalwelfare,suchasorganiclivestockproducts.TheresultofmarketsimulationshowsthatthemarketshareoforganiceggIV(i.e.,outdooraswellasindoorranging,medicaltreatmentallowedonlyforsicknessandimmunebutnoresidueallowed,organicfeed,eggwithspecialmedicalfunctions,whitecolorandNT$116/kg)is61.47%,whichismuchhigherthanregulareggatpriceofNT$60/kg.Keywords:Choice-BasedConjointAnalysis(CBC)WillingnessToPay(WTP)AnimalWelfareMarketSegmentationMarketShareI錄論.........................................................................................................1..................................................................................1..............................................................................................4..................................................................................4論..............................................................................................5.................................................................................................7福利......................................................................................8量........................................................................16聯............................................................................................24................................................................36CBC論..........................................................38參...............................................................................................39................................................................................39數........................................................................40料................................................................47...............................................................................................51度............................................................................................51............................................................................52................................................................60............................................................................................62............................................................................................68六....................................................................................71II論...........................................................................................81論........................................................................................81........................................................................83參.............................................................................................................84錄.........................................................................................95錄理..............................101錄.......................................................................................104III錄1-1...............................................................................22-1量.....................................................192-2聯領............................................