Public Preferences for Shanghai Riparian Zone and Evaluation of Its Ecosystem Service Value

In this paper,it takes the environmental quality improvement of riparian zone in Shanghai as a case study,and tries to find out public preferences,willingness to pay(WTP) and the ecosystem service value by the contingent valuation method(CVM),and then investigates the main factors affecting WTP by SPSS.The result can be concluded as follows: Because the correlation between public preferences for Shanghai riparian zone and using frequency is significant(p=0.001),so the relationship between interviewees and riparian zone depends mainly on the riparian using frequency.Using the method of five points to evaluate the riparian zone,closeness to water and water quality are respectively 2.94 and 3.51,which are the main factors respectively satisfying and dissatisfying interviewees.Using factor analysis to evaluate the ten factors of riparian zone elements,it can be concluded that the two basic factors,that affect satisfaction are natural and social factors,and the latter affects more.The score of the preferred layout,which combines greening with grass and trees,the pavement in between and with flood prevention wall is 1 199,which means the best public choice preferred by the interviewees.The bid which is the significant factor(p=0.000) influences the rate of WTP most fiercely.WTP is 537.6 yuan /(year·household) and the ecosystem service value is 0.274 billion yuan / year.