FACTORS INFLUENCING THE DECISION TO USE ELECTRICITY TRADING PLATFORM FOR RENEWABLE ENERGY PURCHASING IN THAILAND
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Abstract
At present, the electricity demand has increased dramatically. The Thai government plans to support the production and use of renewable energy. One of them is an energy trading platform. This research aims to study various factors influencing the decision to use renewable energy trading platform, with demographic factors as the moderator variables. This study employed both the qualitative and quantitative research methodologies. The researcher used the methods of interviewing the sample group and collecting data by distributing 463 questionnaires via online channels. The valid data were analyzed with descriptive and inferential statistical analysis methods including the analysis of moderator variables. The research results revealed that the factors affecting the decision to use the platform are perceived usefulness, awareness and attitudes toward renewable energy, and perceived ease of use of the platform. As for the moderator variables, it was found that income affected the relationship between perceived usefulness of financial benefits and decision-making to use the platform; age affected the relationship between the image and decision-making to use the platform; and age also affected the relationship between attitudes towards renewable energy and decision-making to use the platform.
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