Evolution of consumer information preferences with market maturity in solar PV adoption
Evolution of consumer information preferences with market maturity in solar PV adoption
复制标题
随着太阳能光伏采用市场的成熟，消费者信息偏好的演变
DOI：
--
复制
发表时间：
2017
期刊：
影响因子：
--
通讯作者：
R. Margolis
中科院分区：
文献类型：
--
作者：
D. Reeves;V. Rai;R. Margolis
在联邦、州和地方各级政策举措的支持下，太阳能光伏发电 (PV) 的住宅应用正在迅速普及。潜在采用者在采用过程中要应对日益复杂的决策环境。人们对太阳能光伏扩散的个体层面的驱动因素了解很多，这些驱动因素引导采用者完成这一过程，但随着太阳能光伏市场的成熟，这些驱动因素的演变却知之甚少。通过了解新兴太阳能光伏市场随时间的演变，太阳能光伏推广的利益相关者可以提高政策有效性并降低成本。该分析使用调查数据来比较两个相邻市场的一系列相关特征，然后通过将市场成熟度与采用者行为相关的理论与事件历史技术相结合，对本地与国际信息源的重要性变化进行建模。早些时候，在较年轻的市场中，与对国际化信息源的偏好相关的创新采用比预期更为普遍，这表明对太阳能光伏的需求受挫，从而导致采用与旧市场中类似的采用同时存在的本地信息偏好所推动的采用。分析最后提出了政策建议，以随着市场的成熟利用不断变化的消费者信息偏好。
Residential adoption of solar photovoltaics (PV) is spreading rapidly, supported by policy initiatives at the federal, state, and local levels. Potential adopters navigate increasingly complex decision-making landscapes in their path to adoption. Much is known about the individual-level drivers of solar PV diffusion that steer adopters through this process, but relatively little is known about the evolution of these drivers as solar PV markets mature. By understanding the evolution of emerging solar PV markets over time, stakeholders in the diffusion of solar PV can increase policy effectiveness and reduce costs. This analysis uses survey data to compare two adjacent markets across a range of relevant characteristics, then models changes in the importance of local vs cosmopolitan information sources by combining theory relating market maturity to adopter behavior with event-history techniques. In younger markets, earlier, innovative adoptions that are tied to a preference for cosmopolitan information sources are more prevalent than expected, suggesting a frustrated demand for solar PV that segues into adoptions fueled by local information preferences contemporary with similar adoptions in older markets. The analysis concludes with policy recommendations to leverage changing consumer information preferences as markets mature.