摘 要 ：大熊猫(Ailuropoda melanoleuca)是我国特有的国家一级保护物种，具有重要的保护意义，但其存在价值目前缺乏明确的市场价格。因此对大熊猫的存在价值进行估算，在中国乃至世界的野生动物保护中具有重要作用。通过条件价值法(contingent valuation method, CVM)，研究了我国居民对于大熊猫的保护意识和支付意愿(willingness to pay, WTP)，进而对大熊猫总体存在价值进行了评估。问卷调查选择在大熊猫栖息地集中分布的四川省进行，采用支付卡式(Payment Card, PC)问卷调查方式，对回收的674份有效问卷进行统计分析。其中非零支付474份，占有效问卷的70.4%。调查表明：人均支付价值为82.7yuan/a，进而得出我国大熊猫总的存在价值为3.67×1010yuan/a。建立支付价值与居民社会经济因子的回归模型，通过AIC(Akaike′s Information Criterion)指数选择最优模型，结果显示对支付价值有显著影响的因子为学历、收入和年龄。其中，支付价值与学历、收入水平呈正相关，与年龄呈负相关。通过对年龄、学历、收入3个因子进行方差分析，得出各因子不同水平支付价值的差异。
Abstract:Giant Panda (Ailuropoda melanoleuca) is an endangered and endemic species of China, which has been put on the First Category of State Key Protected Wildlife List (since 1989). Research of Giant Panda existent value plays an important role in the wildlife conservation in China and the world. The awareness of protection and the average Willingness To Pay (WTP) was analyzed by Contingent Valuation Method (CVM), and the monetary existent value of Giant Panda was calculated by SPSS. The survey carried out in Sichuan Province where the habitats of giant panda concentrated. Six hundred and seventy four valid questionnaires were analyzed through method of Payment Card (PC). The results indicated that 70.4% of the respondents in the nature reserve would pay for Giant Panda′s protection, and the main reason for 0 WTP was low income. The average individual′s WTP was 82.7 Yuan every year and the total monetary existent value of Giant Panda could be estimated at 3.67×1010 Yuan per year. Based on Akaike′s Information Criterion (AIC), the most parsimonious regression model was selected through all the establishment of regression model for WTP. The results indicated that WTP was mainly affected by education level, income and age of respondents. The WTP was correlative with education level and income factor positively, and with age factors negatively. Gender and awareness factors had insignificant effect on WTP. Furthermore by applying Analysis of Variance (ANOVA), education level, income and age factors demonstrated significant difference in their respective multilayer.