| Summary: | 碩士 === 國立東華大學 === 國際企業學系 === 106 === With the continuous development and innovation of human science and technology. The Earth's environment is also due to human economic activities have been seriously polluted, and how to improve problem issue of environment? First of all think of renewable energy, such as solar energy, wind, water and geothermal, etc. all above the clean energy, solar energy is the most space-saving and the conversion efficiency is best than wind turbines. Therefore, this study should be explored in depth, consumers for the purchase of solar power system intentions and follow-up purchase behavior.
In the past, scholars have explored many factors that affect the purchase behavior, according to the theory of planning behavior, the attitude, subjective and perceived behavioral control will affect the purchase intention and then affect the purchase behavior, the last intention and behavior will be affected by the actual control. In this study, the actual control as a moderator between purchase intention and purchase behavior, and derive the structure of this study.
This study is based on Taiwanese consumers as the research object, questionnaire send from 22th, Feb, 2017 to 20th, Mar, 2017, the recovery of the effective sample of 211 copies. The results show that attitudes, subjective norms and perceived behavioral control will positively affect the purchase intention, and the purchase intention will positively affect the purchase behavior, the actual control had a moderating effect between purchase intention and purchase behavior.
Theoretically have a new contribution to determine the actual control can be treated as moderator between purchase intention and purchase behavior ; and the practice is found that consumers will be affected by the price subsidy or government to promote the impact of the purchase of solar power system, but the study did not take into account the issue of the number of days and cities in the sunshine days, so the county sunshine days for the study of the study restrictions. The practice is found that consumers purchase behavior of solar power generation will be affected by price subsidies or government promotion, however this study’s limit wasn’t consider the number of sunshine days in the city.
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