RIASSUNTO
This study uses freshwater fish of Taiwan as an example to explore people's preferences regarding conservation of endangered animal species and restoration policies, as well as a measurement of the value they are willingness to pay. This study employs the contingent valuation method (CVM) to construct a virtual market, and uses double-bound dichotomous choice model to estimate the value people are willing to pay for restoration of the native Sweet-fish species. Therefore, this study will respectively explore people's preference for the resources to be devoted by the government in the conservation of endangered species, as well as analyze the value people are willing to pay for conservation of such species. It is found in the research results that in a single/double bound dichotomous choice model measurement, the estimated annual value people are willing to pay is between NT$642 and NT$1,113.