Abstract

This study aims to examine consumer acceptance and satisfaction with the use of solar rooftop technology in Surat Thani Province, as well as to explore the relationship between personal factors and satisfaction, and between acceptance and satisfaction with the technology. A quantitative research approach was employed, utilizing an online survey questionnaire distributed to 107 consumers who had already adopted solar rooftop technology. The findings indicate that consumers exhibit a high level of acceptance and satisfaction with the technology, with mean scores of 4.262 and 4.248, respectively. The highest level of acceptance was observed in intention to use (4.296), while perceived value for use recorded the highest satisfaction (4.274). Hypothesis testing revealed that among the 11 demographic factors examined, only monthly income and source of information significantly influenced satisfaction. Specifically, consumers with an average monthly income of less than 15,000 THB reported lower satisfaction levels than those with higher incomes. Additionally, individuals who received information from television/radio exhibited lower satisfaction than those who obtained information through online media or word-of-mouth. Moreover, a moderate to strong positive correlation was found between technology acceptance and satisfaction (r = 0.496 to 0.696), particularly between perceived ease of use and intention to use and satisfaction with perceived value for use. These findings provide valuable insights for solar rooftop service providers in developing marketing strategies and service models tailored to different consumer segments. In particular, efforts should be directed toward enhancing services for lower-income groups and communicating the ease of use and cost-effectiveness of solar rooftop technology through online channels to encourage adoption and enhance long-term satisfaction with clean energy solutions.