本文主要針對小包裝米之標示探討消費者對各特徵之願意支付價格，首先評估小包裝米各項標示特徵之邊際隱含價格；其次，依各包裝資訊與特徵之邊際隱含價格，排序由「稻米產區與品種」、「食米安全衛生」、「包裝外觀」、「食味」與「購買環境」等五大類特徵之細類特徵，組合而成之小包裝米價格的高低；最後，評估小包裝米在來自特定稻米產區與品種特徵，包裝上外加其他四大類特徵，是否標示越多總價格亦越高？結果顯示食米安全衛生特徵以有機認證及農藥殘留檢驗得到消費者的正面評價，其餘如產銷集團契作和有農產追溯並未一如預期受到消費者的重視，而即便有農藥殘留檢驗標示及有冷藏儲放特徵標示的邊際價格雖高，然如果將此兩種特徵同時標示在小包裝米上，消費者對此二特徵的願意支付價格，竟比僅標示其中一種特徵者之價格來得低，由此顯見，包裝上並非標示越多特徵、消費者對該產品的願意支付價格亦越高。此外，結果亦顯示，因應消費族群之差異與多元，多樣化的通路反應消費者購買自超級市場、便利商店、零售量販店及百貨公司等，不同通路所販售的小包裝米之願意支付價格差異頗大，因百貨公司在其他商品與服務品質之同質性較高，具有較舒適的購物環境氣氛、同時也營造出精緻的形象，如此乃使得消費者願意支付較高的價格購買具有同特徵之商品。因此，業者必須考量並掌握各特徵邊際價格之高低，如此才能決定取得並標示相關特徵開銷的必要性。

The purpose of this study is to evaluate the willingness to pay for each label characteristics of small packing rice. Specifically, it is firstly to evaluate the marginal implicit price of each label characteristics. It is then to rank the implicit price for five categories of label characteristics. They are ＂rice varieties and production locations,＂ ＂rice safety,＂ ＂label appearances,＂ ＂testing,＂ and ＂purchase environment.＂ The price ranking is made for different combinations of the above five types of label characteristics. Finally, it is to evaluate the total implicit price for the last four label characteristics categories for marketing purpose when small packing rice is produced in specific location with typical variety. The results indicate that the marginal implicit price for rice grown in organic farming and no pesticide residue is positive and has significant impact on the price of small packing rice. Consumers are not willing to pay higher price for the contract farming and rice with traceable system as expected. The marginal implicit price for small packing rice label both with no pesticide residue and frozen storage characteristics is lower than that with only one type of characteristics. This presents that the price of small packing rice is not necessary will be higher when more information is shown in the label. In addition, the price of small packing rice varies when it is sold in the marketing channel of supermarket, convenient store, warehouse, and department store. The department store has suitable purchase environment and then has relatively high price among all marketing channels. It is necessary to evaluate the marginal implicit price for each label characteristics of small packing rice and to have proper marketing promotion.