近年來地球暖化所造成的氣候變化，對全球自然生態和社會經濟帶來顯著的不利影響。「節能」與「綠色能源」已成為世界已開發國家乃至開發中國家極其重視與戮力推動之政策，尤其在開發綠色能源部分，各國均提出不同的方案。我國行政院為達2025年我國再生能源發電占比達20%的目標，除積極擴大推動各項政策與機制外，也積極優化我國再生能源發展環境，另外提出「綠能屋頂，全民參與」政策，採取「民眾零出資、政府零補助」原則，透過地方政府遴選適當營運商來協助民眾屋頂設置太陽光電系統，並以全額躉購、優先自用、餘電併入電力系統等方式，以完工時間之躉購費率，維持20年不變，鼓勵全民儘早參與設置。提升政策推動的效能。
本研究主要採用計畫行為理論探討以目前環保觀念及政策誘因等因素影響下，消費者裝置太陽能光電設備的態度、主觀規範和行為控制如何影響其消費意願，加入關於太陽能光電設備的科技接受模式，探討消費者對太陽能光電設備知覺有用性與易用性如何影響消費者的購買態度。以臺灣地區一般消費者為研究對象進行問卷調查。發出問卷227份，回收有效問卷227份，使用描述性統計、因素分析、多元迴歸與單因子變異數分析驗證本研究各項假設。
研究結果顯示，依據科技接受模式，影響消費者對太陽能光電設備的消費態度構面分可為「知覺有用性」、「知覺易用性」。依據計畫行為理論，影響消費者購買意願可分為「消費態度」、「主觀規範」、「行為控制」。而知覺有用性、知覺易用性對消費態度均呈現正向直接影響；消費態度、主觀規範及行為控制對選購太陽能光電設備意願亦呈現正向直接影響。

Climate change caused by global warming has brought serious impact on ecological and socio-economic, and it is considered to cause more harm toward the living environment in the foreseeable future. "Energy Conservation" and "Green energy" have become priority guideline of developed and developing countries over the years. With the rise concept of environmental protection and green consumption, how to living green has become an important concern. Taiwan gorverment make effort in new energy policy, pledging that Taiwan will become nuclear-free by 2025 as scheduled, and announced "The citizens' green rooftop participation and action plan, " a plan to encourage consumers to generate electricity on their roofs with the government subsidizing 40 percent of the construction cost, starting next year and running until 2020.
And it is important to understand the psychological variables of purchase intention of consumers.The study shows that consumer's cognition toward photovoltaic products can be divided into "perceived usefulness", and "perceived ease of use"; that consumer's intention that affect consumer’s willingness to buy can be divided into " attitude", "subjective norm", and "perceived behavioral control."Among which, cognition and attitude toward photovoltaic shows positive relationship; cognition has positive direct impact on behavior image; attitude toward photovoltaic products has positive direct impact on behavior of purchasing and using photovoltaic products.
　　The purpose of this study is to investigate consumer's willing of buying photovoltaic products through theory of planned behavior, subjective norm, perceived behavioral control. With the understanding of photovoltaic products and Technology Acceptance Model (TAM), to investigate how consumer's cognition, perceived usefulness, and perceived ease of use affect attitude toward willingness to buy photovoltaic products. This questionnaire survey targeted General community residents of Taiwan, and 227 questionnaires sent in total, 227 effective questionnaires were collected. All data are analyzed and verified with descriptive statistics, item analysis, factor analysis, multiple regression analysis, and analysis of variance (ANOVA).

一、 期刊
Abeliotis, Konstadinos, Koniari, Christina, & Sardianou, Eleni. (2010). The profile of the green consumer in Greece. International Journal of Consumer Studies, 34(2), 153-160. doi: 10.1111/j.1470-6431.2009.00833.x
Ajzen, I., & Fishbein, M. (1970). The prediction of behavior from attitudinal and normative variables. Journal of Experimental Social Psychology, 6(4), 466-487.
Ajzen, Icek. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. doi: http://dx.doi.org/10.1016/0749-5978(91)90020-T
Ajzen, Icek. (2001). Nature and operation of attitudes. Annual review of psychology, 52(1), 27-58.
Ajzen, Icek. (2002). Perceived Behavioral Control, Self‐Efficacy, Locus of Control, and the Theory of Planned Behavior1. Journal of applied social psychology, 32(4), 665-683.
Ajzen, Icek, & Fishbein, Martin. (1980). Understanding attitudes and predicting social behaviour.
Ajzen, Icek, & Madden, Thomas J. (1986). Prediction of goal-directed behavior: Attitudes, intentions, and perceived behavioral control. Journal of Experimental Social Psychology, 22(5), 453-474. doi: http://dx.doi.org/10.1016/0022-1031(86)90045-4
Balderjahn, Ingo. (1988). Personality variables and environmental attitudes as predictors of ecologically responsible consumption patterns. Journal of Business Research, 17(1), 51-56. doi: http://dx.doi.org/10.1016/0148-2963(88)90022-7
Bandura, Albert, Adams, NancyE, Hardy, ArthurB, & Howells, GaryN. (1980). Tests of the generality of self-efficacy theory. Cognitive Therapy and Research, 4(1), 39-66. doi: 10.1007/BF01173354
Chau, Patrick YK, & Hu, Paul Jen-Hwa. (2002). Investigating healthcare professionals’ decisions to accept telemedicine technology: an empirical test of competing theories. Information & management, 39(4), 297-311.
Chen, G. Q., Chen, H., Chen, Z. M., Zhang, Bo, Shao, L., Guo, S., . . . Jiang, M. M. (2011). Low-carbon building assessment and multi-scale input–output analysis. Communications in Nonlinear Science and Numerical Simulation, 16(1), 583-595. doi: http://dx.doi.org/10.1016/j.cnsns.2010.02.026
Davis, Fred D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340.
Davis Jr, Fred D. (1986). A technology acceptance model for empirically testing new end-user information systems: Theory and results. Massachusetts Institute of Technology.
Engel, Miniard, & Blackwel. (1993). Comsumer Behavior.
Frankel, Carl. (1992). Blueprint for Green Marketing. Am. Demographics, 14(4), 34-39.
Gefen, David, Karahanna, Elena, & Straub, Detmar W. (2003). Trust and TAM in Online Shopping: An Integrated Model. MIS Quarterly, 27(1), 51-90. doi: 10.2307/30036519
Gilg, Andrew, Barr, Stewart, & Ford, Nicholas. (2005). Green consumption or sustainable lifestyles? Identifying the sustainable consumer. Futures, 37(6), 481-504. doi: http://dx.doi.org/10.1016/j.futures.2004.10.016
Gordon, H. G. McDougall, Claxton, John D., Ritchie, J. R. Brent, & Anderson, C. Dennis. (1981). Consumer Energy Research: A Review. Journal of Consumer Research, 8(3), 343-354. doi: 10.2307/2488895
Hsu, Shih‐Jang, & Roth, Robert E. (1998). An Assessment of Environmental Literacy and Analysis of Predictors of Responsible Environmental Behaviour Held by Secondary Teachers in the Hualien Area of Taiwan. Environmental Education Research, 4(3), 229-249. doi: 10.1080/1350462980040301
Hungerford, Harold, Peyton, R. Ben, & Wilke, Richard J. (1980). Goals for Curriculum Development in Environmental Education. The Journal of Environmental Education, 11(3), 42-47. doi: 10.1080/00958964.1980.9941381
Igbaria, M., & Tan, M. (1997). The consequences of information technology acceptance on subsequent individual performance. Information & Management, 32(3), 113-121. doi: http://dx.doi.org/10.1016/S0378-7206(97)00006-2
Kees Keizer, Siegwart Lindenberg, Linda Steg. (2008). The Spreading of Disorder.
Kollat, David T., Engel, James F., & Blackwell, Roger D. (1970). Current Problems in Consumer Behavior Research. Journal of Marketing Research, 7(3), 327-332. doi: 10.2307/3150290
Li, Jun. (2008). Towards a low-carbon future in China's building sector—A review of energy and climate models forecast. Energy Policy, 36(5), 1736-1747. doi: http://dx.doi.org/10.1016/j.enpol.2008.01.029
Mainieri, Tina, Barnett, Elaine G., Valdero, Trisha R., Unipan, John B., & Oskamp, Stuart. (1997). Green Buying: The Influence of Environmental Concern on Consumer Behavior. The Journal of Social Psychology, 137(2), 189-204. doi: 10.1080/00224549709595430
Pavlou, Paul A., & Fygenson, Mendel. (2006). Understanding and Predicting Electronic Commerce Adoption: An Extension of the Theory of Planned Behavior. MIS Quarterly, 30(1), 115-143. doi: 10.2307/25148720
Peattie, Ken, & Ratnayaka, Moira. (1992). Responding to the green movement. Industrial Marketing Management, 21(2), 103-110. doi: http://dx.doi.org/10.1016/0019-8501(92)90004-D
Richard Eiser, J., Pligt, Joop, Raw, Martin, & Sutton, StephenR. (1985). Trying to stop smoking: Effects of perceived addiction, attributions for failure, and expectancy of success. Journal of Behavioral Medicine, 8(4), 321-341. doi: 10.1007/BF00848367
Robina Hetherington, Robin Laney, & Peake, Stephen. (2010). Zero and Low Carbon Buildings: A Driver for Change in Working Practices and the Use of Computer Modelling and Visualization. 590 - 596. doi: 10.1109/IV.2010.86
Schiffman, Leon G, & Kanuk, Leslie Lazar. (2000). Consumer Behavior, 7th: Prentice Hall, Inc.
Sirohi, Niren, McLaughlin, Edward W., & Wittink, Dick R. (1998). A model of consumer perceptions and store loyalty intentions for a supermarket retailer. Journal of Retailing, 74(2), 223-245. doi: http://dx.doi.org/10.1016/S0022-4359(99)80094-3
Stavros P. Kalafatis, Michael Pollard, Robert East, & Tsogas, Markos H. (1999). Green marketing and Ajzen’s theory of planned behaviour: a cross-market examination. doi: 10.1108/07363769910289550
Straub, Detmar, Limayem, Moez, & Karahanna-Evaristo, Elena. (1995). Measuring System Usage: Implications for IS Theory Testing. Management Science, 41(8), 1328-1342. doi: 10.1287/mnsc.41.8.1328
Stutzman, Thomas M., & Green, Samuel B. (1982). Factors Affecting Energy Consumption: Two Field Tests of the Fishbein-Ajzen Model. The Journal of Social Psychology, 117(2), 183-201. doi: 10.1080/00224545.1982.9713427
Taylor, Shirley, & Todd, Peter A. (1995). Understanding Information Technology Usage: A Test of Competing Models. Information Systems Research, 6(2), 144-176. doi: 10.1287/isre.6.2.144
Van Raaij, W. Fred, & Verhallen, Theo M. M. (1983). A behavioral model of residential energy use. Journal of Economic Psychology, 3(1), 39-63. doi: http://dx.doi.org/10.1016/0167-4870(83)90057-0
Venkatesh, Viswanath, & Davis, Fred D. (2000). A theoretical extension of the technology acceptance model: four longitudinal field studies. Management science, 46(2), 186-204.
Westaby, James D. (2005). Behavioral reasoning theory: Identifying new linkages underlying intentions and behavior. Organizational Behavior and Human Decision Processes, 98(2), 97-120. doi: http://dx.doi.org/10.1016/j.obhdp.2005.07.003
Wokje Abrahamse, & Steg, Linda. (2011). Factors Related to Household Energy Use and Intention to Reduce It: The Role of Psychological and Socio-Demographic Variables. Research in Human Ecology, 30-40.
二、 書籍
Coddington, Walter. (1993). Environmental marketing: positive strategies for reaching the green consumer: McGraw-hill New York.
Elkington, John, Hailes, Julia, & Makower, Joel. (1990). The green consumer: Penguin Books New York.
Mowen, John C. (2000). The 3M Model of Motivation and Personality:: Theory and Empirical Applications to Consumer Behavior: Springer.
Williams, T. G. (1982). Consumer behavior : fundamentals and strategies. St. Paul [etc.]: West Publishing Company.
吳明隆. (2007). SPSS 統計應用學習實務: 問卷分析與應用統計.
吳明隆, & 涂金堂. (2008). SPSS 與統計應用分析: 五南圖書.
邱皓政. (2006). 量化研究與統計分析 (基礎版)-SPSS 中文視窗版資料分析範例解析: 五南圖書出版股份有限公司.
三、 論文
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. doi:http://dx.doi.org/10.1016/0749-5978(91)90020-T
Ajzen, I. (2002). Perceived Behavioral Control, Self‐Efficacy, Locus of Control, and the Theory of Planned Behavior1. Journal of applied social psychology, 32(4), 665-683.
Ajzen, I., & Fishbein, M. (1970). The prediction of behavior from attitudinal and normative variables. Journal of Experimental Social Psychology, 6(4), 466-487.
Ajzen, I., & Madden, T. J. (1986). Prediction of goal-directed behavior: Attitudes, intentions, and perceived behavioral control. Journal of Experimental Social Psychology, 22(5), 453-474. doi:http://dx.doi.org/10.1016/0022-1031(86)90045-4
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 319-340.
Davis Jr, F. D. (1986). A technology acceptance model for empirically testing new end-user information systems: Theory and results. Massachusetts Institute of Technology.
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in Online Shopping: An Integrated Model. MIS Quarterly, 27(1), 51-90. doi:10.2307/30036519
Igbaria, M., & Tan, M. (1997). The consequences of information technology acceptance on subsequent individual performance. Information & Management, 32(3), 113-121. doi:http://dx.doi.org/10.1016/S0378-7206(97)00006-2
Kees Keizer, S. L., Linda Steg. (2008). The Spreading of Disorder.
Pavlou, P. A., & Fygenson, M. (2006). Understanding and Predicting Electronic Commerce Adoption: An Extension of the Theory of Planned Behavior. MIS Quarterly, 30(1), 115-143. doi:10.2307/25148720
Stavros P. Kalafatis, Michael Pollard, Robert East, & Tsogas, M. H. (1999). Green marketing and Ajzen’s theory of planned behaviour: a cross-market examination. doi:10.1108/07363769910289550
Taylor, S., & Todd, P. A. (1995). Understanding Information Technology Usage: A Test of Competing Models. Information Systems Research, 6(2), 144-176. doi:10.1287/isre.6.2.144
Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: four longitudinal field studies. Management Science, 46(2), 186-204.
Westaby, J. D. (2005). Behavioral reasoning theory: Identifying new linkages underlying intentions and behavior. Organizational Behavior and Human Decision Processes, 98(2), 97-120. doi:http://dx.doi.org/10.1016/j.obhdp.2005.07.003
陳怡辰,《以計畫行為理論和科技接受模式探討知識分享》,國立成功大學,企業管 理學系碩博士班,碩士論文,台灣台南,2007。
郭裕元,《以科技接受模式探討影響消費者使用智慧電動車意圖之要素》,國立成功大學,工學院工程管理在職專班班,碩士論文,台灣台南,2013。
郭裕元,《以科技接受模式探討影響消費者使用智慧電動車意圖之要素》,國立成功大學,工學院工程管理在職專班班,碩士論文,台灣台南,2013。
熊震宇,《以理性行為理論、擴充科技接受模型探討從眾行為對APP遊戲使用行為之影響以Candy Crush為例》,國立成功大學,工學院工程管理在職專班班,碩士論文,台灣台南,2014。
四、 網路資料
1、 經濟部-太陽光電單一服務窗口，網址：https://www.mrpv.org.tw/
2、 內政部建築研究所綠建築資訊網，網址：https://smartgreen.abri.gov.tw
3、 工業技術研究院，網址：https://www.itri.org.tw/chi/index.aspx
4、 陽光福伏特家，網址：https://www.sunnyfounder.com/
5、 台灣電力公司 http://www.taipower.com.tw