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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/99285


    Title: 消費者對太陽光電系統之購買態度與意願之影響因素探討
    Influential Factors of Consumer Attitude and Willingness-to-pay for Household Photovoltaic Systems
    Authors: 王芷
    Wang, Chih
    Contributors: 邱志聖
    王芷
    Wang, Chih
    Keywords: 太陽光電系統
    4C架構
    購買態度
    購買意願
    Date: 2016
    Issue Date: 2016-07-20 16:37:23 (UTC+8)
    Abstract: 隨著能源短缺與環保議題逐漸受到重視的情況下，政府也開始積極推動家戶裝建太陽光電系統，而本研究欲探討消費者對於購買太陽光電系統時所考量的主要原因；換言之，哪些因素會影響消費者購買太陽光電系統的態度與意願。接著針對太陽光電系統有不同了解程度與不同社經地位的消費者，對於購買太陽光電系統時的考量因素是否有差異，進行更深入的探討。
    本研究參考過往文獻，並引用邱志聖(2014)策略行銷分析理論，整理出六項考慮因素:「成本效益比」、「環保意識」、「人體危害」、「系統故障性」、「相容性」與「科技設備專屬陷入」，並以知識程度與社經地位做為調節因子，探討不同類別的消費者對於購買太陽光電系統時的考量因素有差別。而研究結果顯示，消費者對於成本效益比、環保意識與相容性皆對購買態度有顯著且正面的影響，而人體危害與購買態度呈現負向影響。此外，消費者的考量因素對購買態度的影響會因社經地位與知識程度高低而有所不同，不同知識程度的消費者對成本效益比皆十分注重，然低知識的消費者比高知識的消費者要多考慮環保意識、人體危害與相容性；此外成本效益比與環保意識對高低社經地位的消費者都有顯著的影響，且影響低社經地位的消費者購買態度還多了人體危害與相容性的問題。本研究亦會進一步闡述研究結論背後的行銷意涵，廠商可藉此調整自己的策略，進而達到滿足消費者需求與提升其購買意願之目標。
    Reference: 中文文獻
    1. 太陽光電資訊網(http://solarpv.itri.org.tw/page3.html)
    2. 台灣電力公司(http://www.taipower.com.tw/index.aspx)
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    9. 周子筠(2009)，「消費者對家庭用太陽光電系統之租與購願付價格與相關影響因素探討」，國立成功大學資源工程學系碩士論文
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    12. 邱志聖(2015)，「太陽光電系統行銷暨通路策略與作法研討會辦理期中報告」，陽光屋頂百萬座推動辦公室
    13. 邱志聖(2015)，「太陽光電系統行銷暨通路策略與作法研討會辦理結案報告」，陽光屋頂百萬座推動辦公室
    14. 施勵行(2010)，「再生能源產品的推廣擴散與需求預測：以太陽能光電為例」，行政院國科會專題研究計畫，NSC 99-2623-E-006-002-ET
    15. 陳順銘(2012)，「綠色產品之消費者購買意願探討－以消費性太陽能產品為例」，國立台南大學經營與管理學系科技管理碩士論文
    16. 郭成聰(2014)，「台灣太陽能發展的現況、問題、解決方案或建議」，核能研究所
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    英文文獻
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    3. Borchers, A. M., Duke, J. M. and Parsons G.R. (2007), “Does Willingness to Pay for Green Energy Differ by Source,” Energy Policy, 35(6), pp.3327-3334.
    4. Bhuiyan, M. M. H., Asgar, M. A., Mazumder, R. K. and Hussain, M. (2000), “Economic Evaluation of a Stand-Alone Residential Photovoltaic Power System in Bangladesh,” Renewable Energy, 21(3-4), pp.403-410
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    Description: 碩士
    國立政治大學
    國際經營與貿易學系
    103351018
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0103351018
    Data Type: thesis
    Appears in Collections:[Department of International Business] Theses

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