綠色科技接受模式之認知分析：以家用太陽能光電設置意願爲例

爲了打造綠能屋頂美化市容景觀，建立分散式自發自用乾淨能源，改善空污，帶來更良好的生活品質，本研究針對如何提升民衆設置太陽能光電之意願，以及其影響因素進行探討。並以社會判斷理論驗證對科技接受模式的理論效度。本研究首先應用科技接受模式建構影響使用太陽能光電的構面。再依修正式德菲法（Moditied Delphi）篩檢出提升民衆設置太陽能光電意願之重要代表因素。進一步將所蒐集到的4個重要因素「節省電費的金額」、「設置流程的時間」、「鄰居推薦的比例」以及「全額售電政策的年限」為判斷線索，設計社會判斷理論（Social Judgement Theory,SJT）問卷，分別對「一般民眾」、「太陽能光電業者」等當事人群體實施問卷調查，進行量化分析，探討不同受測者關於太陽能光電內在的判斷對策，並了解各受測者群體之間的認知衝突。本研究並要求受測者以李克特量表對各項線索的重要性逕行評分，以了解受測者主觀的外顯態度。 SJT研究成果顯示，不論是太陽能光電業者還是一般民衆針對民衆設置太陽能光電的意願，各受測者群體最重視「節省電費的金額」，其次是「全額售電政策的年限」，接下來是「設置流程的時間」，最後是「鄰居推薦的比例」。在李克特量表的排序方面，整體而言，與SJT的排序大致相同。但也發現受測者會因群體、年齡、性別、婚姻、收入與設置狀態的不同，對某些線索的重要性判斷有顯著的差異。但以SJT分析所得的線索權重進行分析，則均無顯著差異。顯示受測者對這些線索的重要性內隱的認知差異其實比他們所自以為的更小。在SJT函數圖形方面，4個參考因素正相關的看法居多，顯示「節省電費的金額」愈多、民衆設置太陽能光電的意願愈高；「設置流程的時間」愈短，民衆設置太陽能光電的意願愈高；「鄰居推薦的比例」愈高，民衆設置太陽能光電的意願愈高以及「全額售電政策的年限」愈長，民衆設置太陽能光電的意願愈高。因此，經濟動機是推動太陽能政策的主要推力，政府與太陽能光電公司可以針對此結果發展推動策略。本研究最後依據SJT分析結果，希望藉由政策整合為方向研擬因應之道，以提供政府及太陽能光電公司之參考。

關鍵字

太陽能光電；德菲法；社會判斷理論

並列摘要

In order to develop a green energy city environment beautifying, individually cleaning energy and purifying air for better life quality. This research focuses on how to improve the public's willingness to install solar panel and its influencing factors. And use social judgment theory to verify the theoretical validity of technological acceptance model (TAM). This research first applies the technological acceptance model (TAM) to construct the aspects that influence the use of solar panel. Then, use the modified Delphi method to creened out the important representative factors that increase people's willingness to install solar panel. Furthermore, 4 factors as social judgment theory clue questionnaire: “ the saving electricity fee”, “ the due time of the full electricity sales policy", “rate of recommendation from neighborhood” and “the time to set up the process” , questionnaire survey was conducted on the "general public", "solar panel industry" to conduct quantitative analysis, explore the judgment and countermeasures of different people group on solar panel, and understand the cognitive conflicts between people groups. This research also requires the subjects to score the importance of various clues on the Likert scale to understand the subjective and exterior attitudes of the subjects. SJT’s research results show that both the solar panel industry and the general public pay the most attention to the “ the saving electricity fee” for the people’s willingness to install solar photovoltaics, followed by the “the due time of the full electricity sales policy”, and then “the time to set up the process”. Finally, the "rate of recommendation from neighborhood". In terms of the ranking of the Likert scale, on the whole, it is roughly the same as the ranking of SJT. However, it is also found that the test subjects will have significant differences in the judgment of the importance of certain clues due to differences in group, age, gender, marriage, income and setting status. However, there is no significant difference between the clue weights obtained from SJT analysis. Shows that the subjects’ implicit cognitive differences on the importance of these cues are actually smaller than they think.In the SJT function, 4 reference factors are positively correlated. Showing that The more “ the saving electricity fee” , People have more motivation to join. And Shorter “the time to set up the process", higher “rate of recommendation from neighborhood”, longer “the due time of the full electricity sales policy”all of them do help the motivation. As a result, the government and solar panel companies could take advantage of these factors to set up a strategy. Economic motivation is the main thrust to promote solar policy. Finally,This research is based on SJT, Hoping the government and solar panel companies could refer this research as a direction to promote green energy policy.