Effects of Ecologically Conscious Consumer Behavior and Consumer Novelty Seeking on the Intention of Adopting Solar Photovoltaic

• Main Authors: Hua-Lan Wang, 王花蘭
• Other Authors: Edwin Tang
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/07327918304850321686

碩士 === 國立交通大學 === 管理學院碩士在職專班經營管理組 === 96 === The purpose of this research is to investigate the trend and adoption of ecologically conscious consumer behavior (ECCB) and consumer novelty seeking (CNS) on households installed with the solar water heaters. This research received 216 effective samples from the total 500 mailed and Internet questionnaires and In-depth interviews. Confirmatory Factor Analysis (CFA) and Multiple Regression Analysis analyze the data. The result indicates that household consumers who will have higher intentions of adopting the Solar Photovoltaic are people aged from 41 to 51, with higher family income, previous experiences of buying expensive solar water heaters and willingness to make recommendations after use. The higher ECCB and CNS will lead to greater intention of adopting the Solar Photovoltaic. Additionally, by using the Path Analysis, the research found the CNS has mediating effect on ECCB to affect the willingness of adoption of Solar Photovoltaic. In practical aspects, the research conclusion provides suggestions to Taiwan Power Company with a strategy of the Demand Side Load Management in response to the peak load problem.