本 研究主要在探討改善酸雨在民眾心目中所願意支付的金額 (Willingness to Pay；簡稱WTP)，採用假設性市場價值評估法(Contingent Valuation Method；簡稱CVM)來設計問卷，並提供酸雨相關的背景資料， 在問卷中採用支付卡(Payment Card)的詢價方式，在調查的過程部分由於受 限於研究經費僅對桃園地區民眾做調查，採取發問卷給學生家長填寫後收 回及部分採親自面談方法，以增加樣本的有效性。問卷資料另應用統計軟 體SAS 與LIMDEP 進行統計及實證模型分析。實證方面採取OLS model 與Tobit model 來估計結果，並且估算民眾對於改善酸雨現象的不同工具下 的願付金額，並對兩個模型做比較探討。 研究結果發現桃園地區受訪 者對於酸雨改善願付金額中，具有顯著正 相關的變數，包括平常是否會注意酸雨相關資訊、酸雨對生態環境的影響 對個人的重要程度、教育程度、全家稅前總年所得與家庭共同生活總人數 等5 個變數；而具有顯著負相關的變數則有酸雨在建築物與汽車的外觀的 影響對個人的重要程度、酸雨在森林、土壤的影響對個人的重要程度、受 訪者的性別、家中有12 歲以下小孩人數及家中平均一次 ( 2個月) 電費等 5 個變數。 II 藉由 OLS 與Tobit 迴歸模型去估算受訪者對於酸雨改善願多付每度電 費金額介於0.55 ~ 0.58 元；對於酸雨改善願多付每公升汽油費金額則介於 0.38 ~ 0.39 元；若假設每個家庭每月平均用電500 度，代表受訪者對酸雨改 善的平均每月願付金額效益值約為275 ~ 290 元；若假設每個家庭每月平均 使用汽油數量為100 公升，代表受訪者對酸雨改善的平均每月願付金額效 益值為約38 ~ 39 元。 This research mainly in the discussion improvement acid rain the amount which is willingness to pay (WTP) in the populace mind, uses the contingent valuation method (CVM) to design the questionnaire and the way of price inquiry is uses the payment card. The empirical aspect adopts OLS model and Tobit model estimates the result, and estimates the populace to reach under the double standards regarding the improvement acid rain phenomenon to be willing to pay the amount, and does to two models quite discusses. Estimates by the OLS and the Tobit regression model to be willing regarding the acid rain improvement to pay each degree electrical bill amount to be situated between NTD 0.55 ~ 0.58; Is willing regarding the acid rain improvement to pay each liter gasoline to spend the amount to be situated between NTD 0.38 ~ 0.39; If supposition each family the average uses electricity every month 500 degrees, is willing on behalf of the responder to the acid rain improvement's average to pay the amount benefit value every month approximately is NTD 275 ~ 290; If supposition each family every month average use gasoline quantity is 100 liters, is willing on behalf of the responder to the acid rain improvement's average to pay the amount benefit value every month for the approximately NTD 38 ~ 39.
