利用聯合分析法評估使用者對公園及公園設施之願付價格

Abstract

本研究利用聯合分析法衡量公園及公園中各類型設施之貨幣價值，並比較文字敘述與圖片輔助文字敘述兩種方式呈現替選方案時，受測者對各方案排序、偏好評估結果以及各類型設施願付費用之差異。經由相關文獻彙整，將都市公園重要屬性分為四種，以入園收費方式收取每年設施使用或活動參加費用做為支付工具及方式，並依據各屬性決定適當水準。研究結果顯示，文字版本問卷中，當公園增加兒童遊具及慢跑道時，每人每年願多付120元使用費，當公園草地上多種植一些遮蔭喬木，步道旁有多樣草花時，每人每年願意多付77元使用費，而有提供舉辦文藝表演設施時，每人每年則願多付110元使用費，有提供水景相關設施時，每人每年則願多付103元使用費；在圖片版本問卷中，當公園中增加兒童遊具及慢跑道時，每人每年願意多付34元之使用費，而當公園草地上多種植一些遮蔭喬木，步道旁有多樣草花時，每人每年僅願多付23元使用費，而當有提供舉辦文藝表演設施時，每人每年則願多付79元使用費，當有提供水景相關設施時，每人每年則願多付131元使用費，結果顯示兩種版本問卷中遊憩及運動設施之每年願付使用費有顯著差異。在所有方案中，文字與圖片版本問卷受測者對於提供至少5項遊憩運動設施、植栽豐富、有提供文藝表演設施及水景設施、每年設施使用活動費100元之公園其每年願付使用費均最高，平均願付費用分別為746元及692元，其次則為僅提供3項遊憩運動設施、植栽單調、有提供文藝表演設施及水景設施，每年設施使用活動費100元之公園，平均願付費用分別為548元及635元，而以僅提供3項遊憩運動設施、植栽豐富、有提供文藝表演設施但無水景設施，每年設施使用活動費300元之公園其每年願付使用費最少，平均願付費用分別為322元及327元，分析結果顯示，兩種版本問卷受測者對於各公園願付費用均無顯著差異。

The purpose of this study was to use conjoint analysis to estimate the users' WTP for park and park facilities and compare the differences between verbal description and pictorial representation concerning the results of preferences and WTP for the alternatives and attributes. Based on the results of previous articles, four major attributes of urban park including variety of recreational facilities, variety of vegetation, facilities for events and water scenes were selected. The payment vehicle is annually use fee for park. Results indicate that in the verbal questionnaire the users’ WTP for providing more playground facilities and running trail is NT $120, NT $77 for more vegetation, NT $110 for facilities for events, and NT $103 for water scenes in a park. The users’ WTP in the pictorial questionnaire for providing the same facilities are NT $34, NT $23, NT $79 and NT $131 respectively. There is significant difference between verbal and pictorial questionnaire in the WTP for providing more playground facilities and running trail. For both the respondents of verbal and pictorial questionnaire, the most preferred alternative is the park with five recreational facilities, variety of vegetation, water scenes, facilities for musical and cultural events, and NT$100 annual use fee. Their mean WTP for this park are NT$746 and NT$692 respectively. Besides, for both the respondents of verbal and pictorial questionnaire, the least preferred alternative is the parks which provides only three kinds of recreational facilities and less vegetation, supplies water scenes but no facilities for musical and cultural events, and NT$300 annual use fee. Their mean WTP for this park are NT$322 and NT$327 respectively. The results of this study show that there is no significant difference between verbal and pictorial questionnaire in WTP.