ปัจจัยที่มีผลต่อการตัดสินใจติดตั้งระบบผลิตไฟฟ้าด้วยแสงอาทิตย์สำหรับบ้านอยู่อาศัยของผู้บริโภคในจังหวัดเชียงใหม่

Abstract

This study aimed to examine factors affecting decision to install a solar power system for residential homes of consumers in Chiang Mai Province. Samples of this study were identified to 400 people who were interested in and owned decision-making authority to install solar power system for homes in Chiang Mai. Data were analyzed by the descriptive statistics: frequency, percentage, mean, and standard deviation (S. D) and the inferential statistics: T-test to compare differences between the means of two sample groups and One- Way Analysis of Variance: ANOVA to compare means of more than two groups of variables. The findings presented that most respondents were female aged under 30 years old and worked as employee/ private employee. Their education background was bachelor's degree or equivalence. They held the status as an owner of single-attached three story house and there were 3- 4 members residing in the house. They mostly used electricity during 18.00-24.00 hrs. Results of the study showed that in an overview, service marketing mixed factors, which affected decision- making of customers in Chiang Mai province towards installing home solar power system at the highest level and on which they paid the highest level of concern were price, place, product, physical evidence, promotion, people, and process, respectively.