本研究旨在探討民眾在發生地震時，當下採取的行動或避難保護行為（以下簡稱臨震行為），在客製化防災資訊願付價格上，是否為影響的重要因素，以及其他潛藏的原因之解析。國內外已有文獻探討洪水或颱風資訊的願付價格，但在台灣地區則無地震相關或避難防災資訊願付價格的研究。且過往文獻對於防災資訊願付價格，以問卷詢問民眾來探討支付意願，卻無加上民眾的臨震行為與備災行為，對於防災資訊願付價格的影響。因此本文利用國家災害防救科技中心，兩起重大地震的問卷調查資料作為客製化防災資訊願付價格的剖析與研究，第一起為2016年高雄美濃芮氏規模6.6地震；第二起為2018年花蓮芮氏規模6.2地震。本文對於資料處理，分為三個階段進行分析，依序為邏輯斯迴歸分析、Tobit模型迴歸分析與Double-Hurdle模型迴歸分析。第一階段邏輯斯迴歸，探討哪些變項因素對於民眾的臨震行為有顯著影響。第二階段Tobit模型迴歸，解析哪些臨震行為與其他變項原因，對於客製化的防災資訊願付價格有顯著影響。第三階段Double-Hurdle模型，將受訪者的消費決定意願分為二部分，先決定「是否願意參與」與再決定「消費多少金額」。對於參與客製化防災資訊應用程式的參與意願，以及在願意參與應用程式的情況下，探討並解析哪些臨震行為與其他變項原因，對於客製化的防災資訊願付價格有顯著影響。本研究實證結果家庭高月收入和教育程度、年輕組群、網路與平面媒體使用者或已知政府公告避難地點的民眾，對於客製化防災資訊應用程式之參與，均有較高的意願。因此建議政策制定者或市場開發人員，在市場開發時或政策推廣時，要針對上述的組群優先實行宣導或教育，較有事半功倍之效。若民眾已願意參與客製化防災資訊的應用程式，可向居住在台灣東部或家庭月收入高的民眾，推銷客製化防災資訊的VIP收費服務。

This research examines whether people’s reactions to earthquakes are important factors in their willingness-to-pay for customized disaster prevention information, and the possible underlying reasons. This study is based on the National Science and Technology Center for Disaster Reduction’s household surveys for two major earthquakes. The first occurred on February 6, 2016 in Meinong, Kaohsiung City in southern Taiwan, with a Richter scale magnitude of 6.6. The second earthquake, which took place on February 6, 2018 in Hualien, eastern Taiwan, had a magnitude of 6.2. This paper uses logistic regression to analyze the significant influencing factors of people’s earthquake response. Tobit model regression is used to examine which earthquake responses and other factors significantly influence willingness-to-pay for customized disaster prevention information. Finally, the double-hurdle model regression divides the respondents’ willingness-to-pay into two parts: decide “willingness to participate” first, and then discuss “how much they are willing to spend” later. The results show that people with high monthly household incomes, young users, Internet users, media users, people with high education, or those who already know the shelter location stated in the government announcement, have a higher willingness to participate customized disaster prevention information applications. If people are willing to participate customized disaster prevention information application, it is recommended to sell VIP disaster prevention services to people with high incomes, and those living in eastern Taiwan.

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