Willingness to pay for low‐lung‐cancer‐risk cigarettes in Taiwan
基于随机效用模型，估计台湾吸烟者为低肺癌风险卷烟愿意支付的价格，平均每包44.15新台币，比当前市价高152%。
This study develops a conceptual framework based on the random utility model to estimate smokers' willingness to pay (WTP) for the hypothetical low-lung-cancer-risk cigarettes in Taiwan. Following the approach taken by Viscusi (J Polit Econ 1990; 98: 1253-1269), an individual's subjective risk perception on the probability of developing lung cancer from smoking cigarettes was measured and used in the estimation of demand for safer cigarettes. Other factors that may affect a smoker's purchase decision toward the hypothetically safer cigarettes are also identified. The average WTP for one pack of low-lung-cancer-risk cigarettes is estimated to be 44.15 NT dollars, which represents a 152% price increase over the average price of cigarettes currently sold in the market.