由科技接受模式(TAM)探討消費者對選購住宅型太陽能發電系統之行為意向

Abstract

Taking the Technology Acceptance Model (TAM) as the basis of a theoretical analysis, this study aims to explore the correlations among customers’ behavior intention and system quality, perceived usefulness, perceived ease of use, attitude toward use, and government subsidy. Whether the government subsidy policy in regard to solar energy this year will have a moderating effect on the attitude toward use and behavior intention is also analyzed. Regular customers nationwide are taken as the research objects. The method of questionnaire was adopted for an empirical study; 400 copies were issued with 345 valid ones collected, reaching a valid response rate of 86.25%. In addition, the research result was analyzed through descriptive statistics, factor analysis, reliability analysis, validity analysis, Structural Equation Models, and regression analysis. And the findings of this study are (1) customers’ behavior intention is influenced significantly by attitude toward use, (2) attitude toward use is influenced significantly by perceived usefulness, and (3) perceived usefulness is influenced significantly by system quality. Besides, the stability of solar electrical power, the guarantee of 20-year span of system durability, and the safety of the installation on roofs are also customer’s main concerns. It is noteworthy that both upgrading personal image of environment protection and creating saving-energy residential surroundings can also exert on influence on customers’ behavior intention and attitude toward use. Currently, customers, however, still don’t know either how to choose the proper solar energy systems or how to effectively evaluate the quality of these systems, indicating that neither place nor convenience of purchasing residential solar energy systems is widespread enough. On the other hand, the more the government subsidy can offer, the greater customers’ behavior intention is to occur. Therefore, for solar energy system producers to cash in on government subsidy to prompt customers to install systems and to help them understand the benefits of the subsidy policy is highly advisable. It is hoped that both customers and producers can go hand-in-hand with the short-, medium-, and long-term government solar energy policies to make Taiwan an exemplary island of harnessing solar energy.