Factors Influencing Consumers’ Intention to Install Solar Power System

摘要

This study aimed to develop and validate a causal relationship model of consumer innovativeness, environmental value and marketing factor’s influence on consumers’ intention to install solar power system. The sample of 400 consumers who lived in Bangkok was selected by meansof multistage random sampling. The researcher used structured questionnaire as a research instrument and used structural equation modeling to analyze the data. The results indicated that the hypothetical model was consistent with empirical data. Goodness of fit statistics were Chi-Square =83.070, Degree of Freedom 70, P-value = .136, Relative Chi-square = 1.187, Goodness of Fit Index (GFI) = .970, Comparative Fit Index (CFI) = 1.000, and Root Mean Square Error of Approximation (RMSEA) = .022. The three exogenous variables in the hypothetical model accounted for 81% oftotal variance of consumers’ intention to install solar power system.