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Thesis (MDF (Development Finance))--Stellenbosch University, 2008. / ENGLISH ABSTRACT: This study focuses on the level of acceptance, awareness, and willingness to pay for a solar water heater in Cape Town. When referring to 'acceptance' the study is referring to a respondent's preparedness to adopt the use of a solar water heater and to have one installed at his/her home. When referring to the respondent's 'awareness', reference is made to the degree of knowledge a respondent possesses about the use and basic functioning of solar water heaters. The 'willingness to pay' is an indication of a respondent's preparedness to pay for a solar water heater and how much he/she is prepared to pay. This research was initiated because it was felt that more households in the middle and upper-income sector should be making use of solar water heaters in Cape Town in an effort to reduce their electricity consumption. Furthermore, it is in this income sector that we find the greatest consumption of electricity for the sale purpose of heating water. A questionnaire was compiled to gauge the knowledge, opinion and acceptance of solar water heaters in Cape Town. These questionnaires were distributed in various suburbs within Cape Town, and focused on middle-income to upper-income groups. The middle and upper-income households would install solar water heaters if they received an incentive such as state subsidies. These households also need further education in relation to solar water heaters because their knowledge in this regard seems limited. Aesthetics and costs also seem to influence whether the middle and upper-income group would install solar water heaters, and income may also play a role in group affiliation. / AFRIKAANSE OPSOMMING: Hierdie navorsing fokus op die aanvaarding, bewustheid en bereidheid om vir sonkrag waterverhitters te betaal in Kaapstad. Die verwysing na 'aanvaarding' dui op die respondent se gewilligheid om die sonkrag-waterverhitter te gebruik en om een in sy/haar huis te installeer. Die verwysing na die respondente se 'bewustheid', dui op hulle kennis oor die basiese werking van 'n sonkrag-waterverhitter. Die 'bereidheid' om te betaal is 'n aanduiding van die respondent se bereidheid om te betaal vir 'n sonkrag-waterverhitter en hoeveel hy/sy bereid is om daarvoor te betaal. Hierdie navorsing is onderneem omdat die gevoel bestaan dat nie baie huise in die middel- en hoe-inkomste huishoudings gebruik maak van 'n sonkrag-waterverhitter om hul elektrisiteitsverbruik te verminder nie. Die huishoudings in hierdie inkomstesegment is die grootste verbruikers van elektrisiteit slegs vir die verhitting van water. 'n Vraelys is opgestel om die kennis, opinie, en aanvaarding van sonkrag-waterverhitters in Kaapstad te bepaal. Die vraelyste is in verskeie woongebiede in Kaapstad versprei, met 'n fokus op die middel- en hoë-inkomste huishoudings. Die huishoudings in die middel- en hoë-inkomstesegment sal sonkrag-waterverhitters installeer as hulle 'n aansporing kry soos 'n staatsubsidie. Die respondente van die middel en hoë-inkomste huishoudings het verdere opvoeding nodig rakende sonkragwaterverhitters, want hul kennis in die verband is min. Dit blyk of estetiese en koste-oorwegings die middel- en hoë-inkomste huishoudings beinvloed met betrekking tot die installasie van sonkrag-waterverhitters, en inkomste mag ook 'n rol speel ten opsigte van groepaffiliasie.

過去網站設計相關研究大多強調網站介面設計、導覽設計或消費者使用之易 用性…等，較少研究關注於視覺設計對消費者態度之影響，但學者Gitte, Gary, Cathy & Brown(2006)研究發現，一般瀏覽者在接觸到網頁的0.05 秒內就已經對 於網頁設計的好惡下了決定其實，因此，留住消費者網站的第一印象非常重要。 Holter(2006)認為以動畫組成的片頭首頁(Splash page)就好像是網站的封面，不但 能呈現出網站整體之基本元素與風格，還能表現出網站整體之策略，更是表現企 業創意的最佳所在。因此，本研究主要是探討網站設計中片頭首頁(Splash pages) 之有無、生動性程度與時間長短對消費者態度之影響。 本研究採用實驗法，以2x2x2(實驗組)+1x2(控制組)之多因子設計，主要的 自變項為「片頭首頁有無(有vs.無)」、「片頭首頁生動性(高vs.低)」和「片頭首 頁時間(10 秒vs.20 秒)」；依變項是「消費者態度」，其中又分為「片頭首頁態度 度」、「網站態度」和「品牌態度」；調節變項是「網路使用目的(目標導向vs.經 驗導向」。研究結果發現： 1. 片頭首頁之有無，不會影響消費者對網站及品牌態度之偏好。 2. 片頭首頁生動性高低，不會影響消費者對片頭首頁、網站及品牌態度之偏好。 3. 片頭首頁時間長短，不會影響消費者對片頭首頁、網站及品牌態度之偏好。 4. 消費者網路使用目的之差異，不會影響消費者對片頭首頁、網站及品牌態度 之偏好。 5. 片頭首頁生動性與時間長短之間具有交互效果：當消費者在瀏覽高生動片頭 首頁時，10 秒片頭首頁比20 秒片頭首頁會有較高的品牌態度偏好。