吳珮瑛Wu, Pei-Ing臺灣大學:農業經濟學研究所汪傳貴Wang, Chuan-QueiChuan-QueiWang2010-05-112018-06-292010-05-112018-06-292009U0001-3006200917020300http://ntur.lib.ntu.edu.tw//handle/246246/182388本研究架構於Lyubomirsky、King與Diener（2005）解釋快樂與成功因果關係之概念，提出快樂與減肥、抽煙、飲酒決策行為之間相關性的解釋。在定義減肥為好的決策、抽煙為壞的決策及飲酒為中立決策情況下，認為快樂與減肥行為應有正向關係、抽煙行為有負向關係與飲酒行為則應有雙向的關係。此外，我們亦建構能夠符合特定問卷的完整減肥、抽煙及飲酒模型，並且以實證估計的結果驗證快樂與三者決策行為之間的相關性。最後，藉由減肥願付價格之問卷，我們則是進一步估算台灣減肥潛在之商機。實證研究採用資料，來自於中央研究院「台灣地區心臟血管疾病風險因子研究」（Cardiovascular Disease Risk Factors Two Township Study，CVDFACTS）調查計畫中的第五循環問卷。實證研究結果發現，在吃藥配合運動的減肥療程模式中，「很快樂」比「很不快樂」的人們高89.19%的機率認為自己需要減肥、24.12%機率願意參與療程且願意多付25,783元的療程價格；而僅靠吃藥的減肥療程，「很快樂」比「很不快樂」的人們高89.32%認為自己需要減肥且願意多付50,691元的療程價格，但是「很快樂」比「很不快樂」的人們低33.85%機率願意參與僅靠吃藥的療程，可能原因是國人較無法接受僅靠藥物治療的減肥療程所致。抽煙行為上，「很快樂」比「很不快樂」的人低90.41%機率答覆「仍持續抽煙」，且平均每天約減少13支的抽煙量。飲酒行為方面，「很快樂」比「很不快樂」的人低97.76%機率答覆「仍持續飲酒」。但是快樂與平均每天酒精需量則有雙向關係，快樂程度為「快樂」時，是正負向關係的轉折點。整體而言，我們實證結果與概念架構相當一致。後，藉由減肥願付價格問卷，所估算得來的運動配合吃藥2009年可能的潛在商機，約在新台幣66億元與441億元之間；僅靠吃藥的減肥療程，每年則約在34億元與229億元之間。This study extends the concept brought by Lyubomirsky, King, and Diener (2005) regarding the relationship between happiness and success to constructing the relationship between happiness and weight reduction, smoking, and drinking. Under the definiition of the good, bad, and neutral decions for weight reduction, smoking, and drinking behavior respectively, we consider there is positive, negative, and dual relationship between happiness and weight reduction, smoking, drinking behavior. In addition, complete weight reduction, smoking, and drinking decision models are constructed respectively to explain the data at hand. Finally, with the willingness to pay revealed in the data, an estimated potential value from weight reduction for obesity treatment is obtained.he empirical data is from the fifth cycle of Cardiovascular Disease Risk Factors Two Township Study by Academia Sinica of Taiwan. Empirical results indicate that exercise along with medication for the obesity treatment, the group of “the happiest people” has 89.19% higher probability than the group of “the unhappiest people” to reduce weight. Moreover, the group of “the happiest people” has 24.12% higher probability to attend the obesity treatment and is willing to pay NT$ 25,783 more than that by group of “the unhappiest people.” If obesity treatment by medication only, the group of “the happiness people” has 89.32% higher probability than the counter extreme group, i.e. “the unhappiness of people,” to reduce weight and is willing to pay about double than that from the previous treatment, i.e. is willing to pay $50,691 than the group of “the unhappiest people.” However the group of “the happiest people” has 33.85% probability lower than the group of “the unhappiest people” for attending the pure medication treatment only.n regarding to the smoking behavior, however, the group of “the happiest people” has 90.41% probability lower than the group of “the unhappiest people” for continuing smoking and the group of “the happiness people” will decrease about 13 cigarettes per day than the group of “the unhappiest people.” Similarly phenomenon applies to drinking behavior, the group of “the happiest people” has 97.76% probability lower than the group of “the unhappiness people” for continuing drinking. There is an U-shaped relationship between happiness and average alcohol demand per day. It is consistent with the expectation that the turning-point occurs at the group of “happy people,” i.e. changing from the group of “the happy neutral” to the group of “the happiest people.”he willingness to pay provided in the questionnaire for obesity treatment, the estimated value for obesity treatment from exercise along with medication on 2009 is between NT$ 6.6 and NT$ 44.1 billion. On the other hand, the value for medicines treatment only is between NT$ 3.4 and NT$ 22.9 billion.摘要 ibstract ii一章 緒論 1一節 研究動機 1二節 研究目的 7二章 快樂與減肥、抽煙及飲酒行為之關係 8一節 快樂與減肥行為 8二節 快樂與抽煙行為 13三節 快樂與飲酒行為 15三章 完整減肥、抽煙及喝酒決策模型之建構 18一節 完整減肥決策模型之建構 18、第一階段——是否需要減肥 18、第二階段——是否參與支出 19、第三階段——支出多少減肥金額 20、完整的減肥決策模型 22二節 完整抽煙、飲酒決策模型之建構 25、第一階段——抽煙者與飲酒者類型 25、第二階段——抽幾支煙、喝多少酒 27、完整的抽煙、喝酒決策模型 29三節 順序波比模型（ordered probit model） 30四章 實證資料來源與變數敘述 33一節 實證資料來源 33二節 快樂之解釋變數 33三節 減肥行為之解釋變數 36、第一階段——是否需要減肥 36、第二階段——是否參與支出 39、第三階段——支出多少減肥金額 42四節 抽煙行為之解釋變數 45、第一階段——抽煙者類型 45、第二階段——抽幾支煙 47五節 飲酒行為之解釋變數 48、第一階段——飲酒者類型 48、第二階段——喝多少酒 51五章 實證結果與分析 54一節 快樂程度的估計結果 54二節 減肥決策模型之估計結果與分析 55三節 抽煙決策模型之估計結果與分析 64四節 飲酒決策模型之估計結果與分析 67六章 結論與建議 72一節 結論 72二節 未來研究方向建議 73考文獻 75錄一、肥胖願付價格之問卷 84錄二、抽煙習慣之問卷 86錄三、飲酒習慣之問卷 88application/pdf1091381 bytesapplication/pdfen-US個人福祉工具性福祉樣本選擇偏誤願付價格雙界二元選擇模型多元羅吉特OLS模型順序波比模型subjective well-beingtools of well-beingsample selection biaswillingness to paydouble-bound dichotomous choicemultinomial logit-olsordered probit[SDGs]SDG3thesishttp://ntur.lib.ntu.edu.tw/bitstream/246246/182388/1/ntu-98-R96627021-1.pdf