This study referenced the original structure of the TAM to explore consumers’ perceptions regarding the BAPV. The study included three new external variables as latent variables to analyze the modified model. Thus, the model proposed by this study aims to find out: (1) the effects of the TAM model, with consumers’ green awareness as the mediator and perceived safety (PS) as the moderator; (2) the effects on the new model, with the electricity price trend as the latent variable.
2.2. Technology Acceptance Model (TAM)
Davis [
18] originally formulated the Technology Acceptance Model (TAM) in an attempt to understand if people are willing to accept a new technology system, and why. The model is based on the Theory of Reasoned Action (TRA) [
17] and the Theory of Planned Behavior (TPB) [
19].
TRA was first proposed by Fishbein and Ajzen, and was based on the theory of social psychology [
18]. The model assumes that the individual performs an action or make a decision with their mind. Igbaria et al. [
20] believed that people made the decision to take action rationally. Besides that, it is used to predict how individuals will present themselves based on their pre-existing attitudes and behavioral intentions. Therefore, the theory is widely used to investigate the relationship between intentions and actual behavior. According to this framework [
18], as shown in
Figure 1, both beliefs and evaluations affect Attitude toward behavior (AT) either positively or negatively. Normative beliefs and motivation to comply affect subjective norms (SNs) positively or negatively. The model predicts the actual behavior by behavior intention (BI), which consists of attitude toward behavior (AT) and subjective norm (SN). In addition, the behavior intention (BI) is used to measure the intentional strength of the individuals for particular actions. Attitude toward behavior (AT) means that the individuals perform an objective behavior with either positive or negative feeling. Subjective norm (SN) refers to the individuals’ feelings toward the public perception. Dulany [
21,
22] found that subject of behavior is based on the cognitive effect of the interactive object regarding their knowledge, belief, consciousness, and so on. In the TRA model, the higher the SN, the higher the AT, and vice versa.
TPB was proposed by Ajzen and based on the TRA [
18,
19,
23,
24]. The model, as shown in
Figure 2, was based on the TRA with an added dimension. Attitude toward behavior (AT) and subjective norm (SN) are reused from the TRA model. Behavioral beliefs link the behavior of interest to expectations, and then positively affect the AT. Further, the social interaction generates normative beliefs, and turns to SN. In addition, Perceived Behavioral Control (PBC) was a new variable. The PBC model is defined as the degree of difficulty perceived by individuals as specific behavior [
23]. It was a concept extending behavior from rational control to irrational control. The autonomous control perception that was taken from Social Cognitive Theory (SCT) will be affected by control beliefs, as they consist of cognitions of opportunities, resources, difficulties, or barriers [
25,
26]. Synthesizing the above point of views, we can conclude that the TPB model consists of behavioral action, the social environment, and self-efficacy. The TPB model showed that the individual’s behavior intention (BI) is influenced by AT, SN, and PBC. In addition, both behavioral control and behavioral intention directly affect the individual’s actual behavior. From the theoretical evolution of the TRA model to the TPB model, we can see the extension of simply investigating a specific behavior to exploring social interpersonal interaction, before including the complex relationship between behavior intention and actual behavior.
The purpose of the TAM model is to predict and explain user acceptance of new information or technology systems [
16]. Due to its simple conceptual model, it was first used in information systems (IS). We can utilize the TAM model to find out whether the public will accept a particular new technology or not [
27]. After that, many studies have developed extended models based on the TAM model, such as the Unified Theory of Acceptance Use of Technology (UTAUT) [
28]. The TAM model replaces and merges the attitude measures and behavioral elements of the TRA model and the TPB model. The core dimensions of the TAM model are perceived ease of use (PEOU) and perceived usefulness (PU). Davis [
16] defined PEOU as the degree to which a person believes that using a particular system would be free from effort, and the PU as the degree to which a person believes that using a particular system would enhance his or her job performance. This study postulates that the perceived ease of use (PEOU) positively affects the PU, and both variables will positively affect the AT. Besides, this study also posits that the external variables will affect the PEOU and PU. Moreover, as shown in
Figure 3, the AT will directly affect the BI, and the BI will affect the use of the actual system.
Davis (1989) adopted multiple regression models to expend on more complex analytical methods. In the research background, the model was first used for Learning Management Systems [
29] or an educational e-Learning Management system [
30]. In recent years, the model has been used to explore people behaviors, new invention technology, and time-change thought. Chuah et al. [
31] extended the TAM model to wearable technologies, and identified usefulness as one of the drivers to smartwatch adoption. In addition, Kardooni et al. [
32] investigated the factors that influence renewable energy technology acceptance in peninsular Malaysia, and attempted to show the impact of cost and knowledge on the TAM model. Yet, some of the studies’ hypotheses were not proven, while some of the dimensions or variables were improved in order to better suit the research subjects [
33]. Results have shown that PEOU does not significantly affect BI and the actual system use at 50% and 36%, respectively. Thus, as shown in
Figure 4, by eliminating high ratios of non-significant dimensions, we propose the following hypothesis:
Hypothesis 1 (H1). Perceived ease of use (PEOU) positively affects perceived usefulness (PU).
Hypothesis 2 (H2). Perceived usefulness (PU) positively affects attitude toward using (AT).
The BI means the individual’s anticipated or planned behavior in the future [
34]. It represents an individual’s expectations about a particular behavior in a given setting, and can predict the likelihood of action [
19]. Moreover, actual system use is defined as a form of external psychomotor response that is quantified by individual users’ real actions [
16]. Purchasing behavior is the decision processes and acts of people related to buying products [
35,
36,
37]. According to the above definitions, this study defined the purchasing behavior as behavioral intention (BI) and actual system use. Therefore, intention is determined by the person’s positive or negative attitudes toward the decision, it is expected that:
Hypothesis 3 (H3). Perceived ease of use (PEOU) positively affects purchasing behavior.
Hypothesis 4 (H4). Perceived ease of use (PEOU) positively affects attitude toward using (AT).
Hypothesis 5 (H5). Attitude toward using (AT) positively affects purchasing behavior.
Legris et al. [
20] explored several cases of TAM models, and found an important conclusion: the most important variable of the external variables is system quality [
38,
39,
40]. The system quality is the preposition variable for the PU, and the PEOU and will positively affect these two variables [
41]. Thus, it is conceivable that system quality will affects consumers’ evaluation of the usefulness and ease of use of the BAPV equipment. In addition, numerous articles have pointed out that the system quality is an important indicator for power equipment [
42,
43]. The operational definitions of the system qualities are system integration, system flexibility, and system security [
44,
45]. Thus, the study chooses one dimension of system qualities, system security, as it is most relevant with the consumer. We named it perceived safety (PS). Therefore, we propose the following:
Hypothesis 6 (H6). Perceived safety (PS) moderates the relationship between perceived usefulness (PU) and perceived ease of use (PEOU).
2.3. Green Awareness
The Intergovernmental Panel on Climate Change shows that the global average temperature has increased by more than 1.5 °C per year [
46]. The leading contributor to global warming is greenhouse gas. The primary greenhouse gases in the Earth’s atmosphere are water vapor, carbon dioxide, methane, nitrous oxide, and ozone. Without these greenhouse gases, the Earth would be too cold to sustain any life. However, too many greenhouse gases will cause the temperature to rise, melting polar ice caps, causing the extinction of species, and other catastrophes. The Environmental Protection Agency reported that energy production and use (including fuels used by vehicles) represent the largest source of greenhouse gas emissions around the world, followed by agriculture [
47]. This means that people should reduce their use of power resources, and then maybe we can halt the rate of global warming. Several research studies have indicated that the threat from global warming has increased and requires more attention [
48]. Roughly 6.4 million refugees around the world have been displaced because of global warming [
2]. Lehne et al. [
4] pointed out that the number of people displaced by climate conflict has now risen above 65 million, and the study estimated that the vast majority lack of clean water, safe places, and secure energy services. Besides that, higher temperatures will cause the Arctic ice to melt. The large-scale melting of these Arctic ices will lead to rising sea levels and cause islands or coastal countries, such as Hong Kong and Singapore, to disappear. Recognizing the terrible catastrophe in the future, countries are trying to strike a balance between economic development and sustainable development. Governments from many developed countries are starting to take green consciousness seriously; for example, the Copenhagen Agreement is a climate change accord that delegates at the Conference of Parties to the United Nations Framework Convention on Climate Change [
49] agreed upon. Green awareness is the consumer awareness of green products. The adoption of renewable energy is a socially-oriented process in which individuals’ perceptions play a key role [
50]. Green awareness has been widely promoted in various countries. Many researchers have looked into this issue, and a number of them have examined consumer preferences for related products or services [
51,
52]. Moreover, many studies have explored the relationship between green awareness, green energy consumption, and purchasing behavior [
53]. Green purchase intention refers to an individual’s inclination to buy and use products [
54]. Consumer green marketing awareness is achieved when customers gain confidence in the BAPV equipment, which would then influence their green product purchase behavior [
55,
56]. That is, people who perceive the system as useful and also have green awareness will change their purchasing behavior, meaning that people with a higher green awareness will show a higher attitude toward using. In addition, there is a growing awareness of environmental protection in the consumer market nowadays, so green awareness may affect the attitude of consumers’ purchasing behavior [
57,
58,
59]. Therefore, we propose:
Hypothesis 7 (H7). Green awareness mediates the relationship between perceived usefulness (PU) and attitude toward using (AT).