ASSUMPTION UNIVERSITY OF THAILAND

Graduate School of Business

MBA Digital Fast Track Program

FACTORS INFLUENCING THAI PEOPLE INTENTION TO USE HOME

SOLAR CELL ROOFTOP IN BANGKOK (THAILAND)

PRESENTED BY Narakorn Luangin 6439030

Advisor ： Dr. Nathaya Pupat

 Generalities of the study

Literature review

AGENDA Research framework

Research methodology

Presentation of data and

critical discussion of results
Summary , conclusion and
recommendations
Generalities
of the study
 Global context
The market for solar PV panels was estimated at
USD 146.08 billion in 2021, and from 2022 to 2030,
it is expected to grow at a CAGR of 7.8%.

It is projected that the market would be driven by

the rising usage of solar panels in the European
area, notably in countries like Spain and Italy,

The United States replaced Canada as North

America's largest market in 2021. The U.S. is one of
the top nations in the world for PV panel adoption
as a result of its growing PV panel usage.
 Asian Context
Natural energy is renewable energy. Not all
kinds of information may be disseminated often.
The three types of energy that make up days are
wind, water, and geothermal energy.

Additionally, solar energy will contribute to the use

of renewable energy.

Its output is expected to increase by up to 600

gigawatts, the highest amount of any renewable
energy source.
 Thailand context
Thailand is one of the countries where the
demand for energy has risen dramatically over the
past 20 years due to its ongoing economic growth.

According to GDP (Gross Domestic Product) growth,

the industrial sector accounts for around 50% of all
energy consumption

In the first 10 months of 2019, electricity usage

increased 4.1% year over year, which is somewhat
higher than the 3.5% average recorded since 2015.
 Statement of the Problem

Consequently, a source of renewable energy is

discovered. This form of energy, sometimes referred to as
renewable energy, is utilized to supplement the rapidly
depleting fossil fuel supply. Because it minimizes emissions
of pollutants, greenhouse gases, and carbon dioxide,
renewable energy is considered clean energy. and can aid
in environmental protection.

The study focuses on the factors influencing Thai people

intention to use home solar cell rooftop in Bangkok
(Thailand). The dependent variable is an intention to use
home solar cell rooftop, and the independent variables are
ease of use, convenience, system quality and usefulness.
 Research Objectives & Questions
Research Objectives
1.To study the factors influencing the
intention to use home solar cell rooftop in
Bangkok (Thailand).
2. To identify the significant factors
influencing the intention to use home solar
cell rooftop in Bangkok (Thailand).
3. To use the finding result to create the
strategy to make Thai people use solar cell
Research Questions
1. What are the factors influencing the
intention to use home solar cell rooftop in
Bangkok (Thailand).
2. What is the significant factors on the
intention to use home solar cell rooftop in
Bangkok (Thailand)
3. What is the importance result to create
the strategy to intention to use home solar
cell rooftop in Bangkok (Thailand)
 Scope & Limitation of The Study

Scope of study Limitation of study

In this study, there was a limitation of
The research is to study factors
time in collecting data, thus choose only
influencing the intention to use home solar
target population of people who live in
cell rooftop in Bangkok (Thailand).
Bangkok (Thailand) the result can’t
Moreover, the researcher will apply the
represents the external validity in different
questionnaire data collection method from
area. The selected variables might not be
400 respondents to get the result from data the whole possible as expected.
collection methodology.
Literature
review
 TAM is the most often utilized model for the acceptance of new services and technical
Technology development. TAM shows how particular attitudinal views may be used with a given service or piece
of technology. Perceived usefulness (PU), which is defined as "the degree to which a person believes
Acceptance that using a particular system would enhance his or her job performance," and perceived ease of use
(PEU), which is defined as "the degree to which a person believes that using a particular system
Model(TAM) would be free of effort," are the predictors of the TAM.

For the purpose of elucidating the link between behavior and attitudes in many contexts and
Theory of across various domains, the TRA is an intention theory that was developed based on research in
attitude theories, persuasion models, and social psychology (Ajzen, I.; Fishbein, M). According
Reasoned to TRA, a person's behavioral intention to show particular behaviors determines how they will
Actions(TRA) behave when performing a particular activity

Theory of The theory of planned behavior (TPB) expands the theory of reasoned action (TRA) to take into
consideration circumstances in which people do not have full control over their behavior. A
Planned further variable, perceived behavioral control (PBC), is employed in TPB to expand on the TRA
Behaviour(TPB) hypothesis. PBC, which refers to people's perceptions of their capacity to accomplish specific
behaviors (e.g., "doing X would be easy/difficult"), is a notion akin to Bandura's self-efficacy
 Research
framework
Theoretical Framework

Source: Nripendra P et al.(2014). FACTORS INFLUENCING

Source: Yoojung, K. & Hyung, L.(2014). A study of THE DECISION TO INSTALL SOLAR CELL/ SOLAR
households’ intention towards solar panel installation case ROOFTOP OF CONSUMERS IN METROPOLITAN AREA
study: villagers of the northern regions of Iran
Theoretical Framework

Source: Muhammad, H., Victor, R., & Prybutok, I. (2008).

Factors Affecting Photovoltaic Solar Technology Usage
Intention among Households in Malaysia: Model Integration
and Empirical Validation
Theoretical Framework
Research Hypothesis
 Research
methodology
 Demographic: Frequency &
Percentage

General variables: Mean &

Standard Deviation

Quantitative
Research

Using the Descriptive

Research method to analysis
the demographic information
from the target population
Respondents and sampling procedure

Target People
The target population of this study is
Thai people who intention to use rooftop
solar cell

Sampling Size
The sampling size of this study is 400 valid
responders of Thai people who intention to use
rooftop solar cell in Thailand (Bangkok)
Research Instrument/ Questionnaire Design and pilot test
Presentation of
data and critical
discussion of
results
Reliability Analysis of Research Instrument
Summary of the pilot test Cronbach’s Alpha Coefficient value of Home Solar cell rooftop variables
Descriptive Analysis of Demographic Data
Descriptive Analysis of Mean and Standard Deviation
 Hypothesis Testing Result
Summary of Simple Linear Regression Analysis for Hypotheses 1 and 2
 Hypothesis Testing Result
Summary of Multiple Linear Regression Analysis for Hypotheses 2,3 and 4
Summary Hypothesis Results
Summary Hypothesis Results
Strengths of factor influenc
Multiple Linear Regression Analysis

Simple Linear Regression Analysis

 Summary ,
conclusion and
recommendations
Summary , conclusion and recommendations
Cost of Solar energy, Attitude and Intention to use

Base on the hypothesis 1 and 2. This study found that cost of solar energy had a
supportive and significant relationship with Attitude. The important factor of
cost of solar energy and attitude is 0.586 that mean the method's consistency
to get cost of solar energy had a significant contribution to the attitude

Government Policy and Intention to use

Base on the hypothesis 3. This study found that Government Policy had a
supportive and significant relationship with Intention to use. The important
factor of Government Policy and Intention to use is 0.283 that mean the
method's consistency to get Government Policy had a significant contribution
to the Intention to use
Summary , conclusion and recommendations

Perceived Benefits and Intention to use

Base on the hypothesis 4. This study found that Perceived Benefits had a
supportive and significant relationship with Intention to use. The important
factor of Perceived Benefits and Intention to use is 0.371 that mean the
method's consistency to get Perceived Benefits had a significant contribution
to the Intention to use
 Recommendations
Discover more about the impact aspects of
positive effect on intention to use home solar
cell rooftop

To understand the impact factors that are good for

their intention to use solar cells on the roof of the
house should consider knowledge and other
factors that affect Intent to use home solar cell
rooftop
 Further Study
Suggests to study further if there are any
factors that affect the intention to use or install
a home.

The study of other variables It may produce

better research results and produce different
results.
ASSUMPTION UNIVERSITY OF THAILAND
Graduate School of Business
MBA Digital Fast Track Program

THANK YOU
PRESENTED BY Narakorn Luangin 6439030

Advisor ： Dr. Nathaya Pupat