太阳能热水器采纳意愿影响因素研究——基于江西972个样本的调查

本文基于扩展的技术接受模型与计划行为理论,通过对江西省972个农村居民样本的调查,实证分析了社会心理因素,即感知有用性、感知易用性、主观规范、感知行为控制、政策支持及经济成本对农村居民太阳能热水器采纳意愿的影响。研究结果表明,感知有用性对农村居民的采纳意愿具有积极影响,而感知易用性则无显著作用;主观规范与感知行为控制能很好地预测农村居民的采纳意愿;政策支持能显著提升农村居民的采纳意愿,而经济成本对采纳意愿具有明显的抑制作用。研究结论可以为政府制定农村地区的相关太阳能推广政策提供参考。

Based on extending Technology Acceptance Model （TAM） and Theory of Planned Behavior （TPB）, this paper investigated how social-psychological （perceived ease of use （PEU）, perceived usefulness, subjective norm, perceived behavioral control （PBC）, policy supports and economic cost） affect rural residents＂ adoption intention of SWHs with a sample of 972 rural residents from Jiangxi province in southern China. Resuhs indicate that PEU is not a significant predictor of adoption intention, but perceived usefulness has a positive impact on the intention to adopt SWHs. Both subjective norm and PBC predict adoption intention significantly. In addition, policy supports has a positive impact on adoption intention, while economic costs have a significant inhibitory effect on the adoption intention. The research conclusion can provide reference for the government to formulate relevant solar promotion policies in rural areas.