隨著人類科技不斷的開發與創新，地球環境也因為人類的經濟活動而受到嚴重汙染，而如何去改善科技進步對於環境所帶來的問題。首先會想到再生能源，而再生能源又有太陽能、風力、水力與地熱等等，以上這些乾淨的能源當中，又屬太陽能最為節省空間，且轉換效率最佳，太陽能不太風力發電機體積如此龐大，因此可以讓一般家庭作為家庭供電來源，又配合政府之政策，可以將多餘的電力以一定價格，讓台電收購。因此本研究要深入探討，消費者對於太陽能發電系統的購買意圖 與後續之購買行為。過去學者探討了許多影響購買行為之因素，而依計畫行為理論推導，態度、主觀規範與知覺行為控制會影響購買意圖 再進而影響到後續之購買行為，而意願與行為之間， 又會受到實際控制的影響。本研究將實際控制做為購買意圖 與購買行為之間的調節變數，推導出本研究之架構。
本研究以全台灣之消費者為研究對象，發放時間為 2017 年 2 月 22 日至 2017年3月20日，為期一個月的發放時間，回收之有效樣本為211份。研究結果顯示態度、主觀規範與知覺行為控制會正向影響購買意圖，且購買意圖 會產生後續購買行為，最後實際控制會正向調節購買意圖 與購買行為之間的關係。
理論上有了新的貢獻，確定實際控制為調節變數；而實務上則是發現消費者會受到價格補貼或政府推廣之影響而購買太陽能發電系統，但本研究發放問卷未考慮到縣市日照天數的不同，因此縣市日照天數為本研究之研究限制。

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.

目錄
第一章　緒論 　　　　　　　　　　　　　　　　　　　　　　　 　1
第一節　研究背景 　　　　　　　　　　　　　　　　　　　　　　　1
第二節　研究動機 　　　　　　　　　　　　　　　　　　　　　　　2
第三節　研究問題 　　　　　　　　　　　　　　　　　　　　　　　3
第四節　研究流程 　　　　　　　　　　　　　　　　　　　　　　　4
第二章　文獻探討 　　　　　　　　　　　　　　　　　　　　　　　7
第一節　各國太陽能市場 　　　　　　　　　　　　　　　　　　 　 7
第二節　計畫行為理論(TPB)與購買行為(Purchase Behaviors) 15
第三節　態度(Attitude) 　　　　　　　　　　　　　　　　　　 20
第四節　主觀規範(Subjective Norm) 　　　　　　　　　 21
第五節　知覺行為控制(Perceived Behavioral Control) 　23
第六節　購買意圖(Purchase Intention) 　　　25
第七節　實際行為(Actual Control) 26
第三章　研究方法 　　　　　　　　　　　　　　　　　　　　　　 31
第一節　研究對象 31
第二節　研究變數之定義與衡量 31
第三節　資料分析方法 37
第四章　研究結果 39
第一節 敘述性統計分析 39
第二節　信度分析 43
第三節　效度分析 45
第四節 結構方程模型分析 51
第五節 小結 57
第五章 結論與建議 61
第一節 研究貢獻 61
第二節 研究限制及未來建議 65
參考文獻 67
中文文獻 67
英文文獻 68
網路資料 79
附錄 81

表目錄
表2- 1 TRA、TPB、TAM整理 19
表3- 1研究變數之操作型定義 31
表3- 2變數之衡量題項(態度) 32
表3- 3變數之衡量題項(主觀規範) 33
表3- 4變數之衡量題項(知覺行為控制) 34
表3- 5變數之衡量題項(實際控制) 35
表3- 6變數之衡量題項(購買意圖) 36
表3- 7變數之衡量題項(購買行為) 37
表4- 1樣本結構人口統計變向 （N=211） 41
表4- 2樣本結構人口統計變向 （N=211） 續 42
表4- 3各個構面之信度分析表 44
表4- 4相關效度建議值 46
表4- 5各個構面之因素負荷量、平均萃取變異量與組合信度 47
表4- 6平均萃取變異平方根與相關係數 49
表4- 7 KMO 與 BARTLETT 檢定表 50
表4- 8轉軸後的成分矩陣 51
表4- 9本研究模型配適度指標 55
表4- 10本研究模型配適度指標（續） 56
表4- 11假說驗證結果 57
表4- 12研究結果摘要 61

圖目錄
圖1- 1 104年台電系統裝置容量占比 2
圖1- 2本研究之流程 5
圖2- 1近10年太陽能裝置總量變化圖 9
圖2- 2全球太陽能光電累積裝置容量歷史趨勢與推估 10
圖2- 3德國2000-2014年EEG補貼總額與每度電所負擔再生能源附加費用之變化 11
圖2- 4德國1990-2012年再生能源發電量變化圖 12
圖2- 5德國2004-2010年再生能源業之就業貢獻 13
圖2- 6 2010年日本各能源發電量占比 15
圖2- 7理性行為理論(TRA)架構圖 16
圖2- 8計畫行為理論(TPB)架構圖 17
圖2- 9科技接受模式(TAM)架構圖 19
圖2- 10計畫行為理論(TPB)架構圖 29
圖2- 11 本研究之架構圖 30
圖4- 1路徑係數圖 58

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