Lorraine Yuen Tai Yeung. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1992. / Includes bibliographical references (leaf 28). / ABSTRACT --- p.i / TABLE OF CONTENTS --- p.ii / LIST OF FIGURES --- p.iv / ACKNOWLEDGEMENTS --- p.v / GLOSSARY --- p.vi / Chapter CHAPTER 1 --- INTRODUCTION --- p.1 / Chapter 1.0 --- Description of Personal Computers --- p.1 / Chapter 2.0 --- IBM Notebook Computer --- p.8 / Chapter 3.0 --- Objective and Significance of the Research --- p.19 / Chapter CHAPTER 2 --- LITERATURE REVIEW --- p.21 / Chapter 1.0 --- Competitive Environment --- p.21 / Chapter 2.0 --- Strategies of Major PC Manufacturers --- p.23 / Chapter 3.0 --- Hong Kong Market --- p.25 / Chapter 4.0 --- Hong Kong PC Market Segmentation by Industrial Applications --- p.26 / BIBLIOGRAPHY --- p.28 / Chapter CHAPTER 3 --- METHODOLOGY --- p.30 / Chapter 1.0 --- Exploratory Projects --- p.30 / Chapter 2.0 --- Trade Survey --- p.34 / Chapter CHAPTER 4 --- KEY FINDINGS --- p.36 / Chapter 1.0 --- Findings on Buyers' Reactions to the Notebook Computers --- p.36 / Chapter 2.0 --- Retailers and Dealers --- p.41 / Chapter CHAPTER 5 --- CONCLUSIONS AND RECOMMENDATIONS --- p.46 / Chapter 1.0 --- Conclusions --- p.46 / Chapter 2.0 --- Recommendations --- p.54 / APPENDICES / Chapter I --- An Example of Radio Networking / Chapter II --- PC Unit Sales in Hong Kong: 1989 - 1995 / Chapter III --- 1990 Hong Kong PC Market Shares by Dollar Volume / Chapter IV --- The IBM Notebook Computer Specifications / Chapter V --- The IBM Notebook Computer Advertisement / Chapter VI --- The IBM Notebook Computer Sales Volume / Chapter VII --- Notebook Computer Competitive Information / Chapter VIII --- Questionnaire Part 1 / Chapter IX --- Questionnaire Part 2 / Chapter X --- Focus Group Discussion Guide / Chapter XI --- Retailers and Dealers Interview Guide / Chapter XII --- Demographic Information of Participants / Chapter XIII --- Detailed Information on the Survey Findings / Chapter XIV --- The IBM Notebook Computer Direct Mail Advertisement / Chapter XV --- Media Placement of the IBM Notebook Computer Ad (as shown in Appendix V)

Ho Chi Fun, Edward. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1992. / Includes bibliographical references. / ABSTRACT --- p.i / ACKNOWLEDGEMENT --- p.iii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Title of the project --- p.1 / Literature Review --- p.1 / Effectiveness of Nude Models --- p.2 / Statement of the Problem --- p.6 / Purpose of the Study --- p.6 / Objectives --- p.6 / Justification --- p.7 / Scope of the Study --- p.7 / Hypotheses --- p.8 / Methodology --- p.9 / Types of Data --- p.9 / Primary Data --- p.9 / Sources --- p.9 / Sample Design --- p.9 / Sampling Plan --- p.9 / Advertising Agents --- p.10 / Female Magazine Readers --- p.10 / Large Scale Questionnaire Survey --- p.10 / Procedure --- p.10 / Chapter II. --- INTERVIEW WITH THE WRITERS IN CREATIVE DEPARTMENT OF ADVERTISING AGENTS --- p.13 / Interview with a Senior Writer in DDB --- p.13 / Interview with a Writer in DMB --- p.15 / Chapter III. --- QUANTITATIVE QUESTIONNAIRE SURVEY --- p.17 / Basic Analysis of the Responses from Questionnaires --- p.18 / Some Statistical Results of the Responses on Selected Advertisements --- p.20 / Advertisement 1 : Frederique French Beauty Salon --- p.21 / Advertisement 2 : Claris Paris (Skin Care Product) --- p.23 / Advertisement 3 : Palmer's FadeCream (Skin Care) --- p.24 / Advertisement 4 : Triumph Daily (Undergarment) --- p.25 / Advertisement 5 : Outspan Grapefruit --- p.26 / Advertisement 6 : Ferre Fragrance --- p.27 / The Summary Table of Mean Scores on Different Construct --- p.29 / "The Results on the most Favourite, least Favourite and the most Striking One" --- p.29 / The Difference in Opinion among Students From Different Faculties --- p.30 / The Summary Table for Opinion among Students from Different Departments --- p.32 / Chapter IV. --- T H E RESEARCH IMPLICATIONS AND RECOMMENDATIONS --- p.33 / Implications from the Contrast of Opinion --- p.33 / The Conclusion on Hypotheses --- p.34 / Recommendations for Future Research --- p.36 / Limitations --- p.36 / Recommendations --- p.37 / Chapter V. --- MARKETING IMPLICATIONS --- p.38 / APPENDIX --- p.39 / BIBLIOGRAPHY --- p.86 / QUESTIONNAIRE --- p.88

by Tang Kit-mei. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1990. / Bibliography: leaves 128-129. / ABSTRACT --- p.ii / ACKNOWLEDGEMENTS --- p.iv / TABLE OF CONTENTS --- p.v / LIST OF TABLES --- p.vii / LIST OF FIGURES --- p.ix / CHAPTER --- p.1 / Chapter I. --- INTRODUCTION --- p.1 / Chapter II. --- A REVIEW OF THE HONG KONG BREWERY INDUSTRY --- p.3 / Slackened growth in beer market --- p.3 / Potential in Female Market --- p.7 / Chapter III. --- OBJECTIVES OF THE STUDY --- p.10 / Management Objectives --- p.10 / Research Objectives --- p.11 / Operational Definitions --- p.11 / Chapter IV. --- THEORY OF ATTITUDE ---A LITERATURE REVIEW --- p.13 / Definition of Attitude --- p.13 / Tri-component View of Attitude vs. Attitude as Affect --- p.14 / Fishbein Behavioral Intentions Model --- p.17 / Chapter V. --- EXPLORATORY RESEARCH --- p.20 / Methodology --- p.20 / Results --- p.22 / Chapter VI. --- RESEARCH DESIGN OF QUESTIONNAIRE SURVEY --- p.32 / Questionnaire Development --- p.34 / Sampling Design --- p.37 / Chapter VII. --- RESULTS OF THE QUESTIONNAIRE SURVEY --- p.41 / Accuracy of Research Results --- p.41 / Demographic Characteristics --- p.42 / Beer Consumption Behavior --- p.43 / Attitude Component in Fishbein Behaviorial Intentions Model --- p.45 / Intention to drink beer --- p.46 / Ideal Beer --- p.47 / Intention to Drink Ideal Beer --- p.48 / Subjective Norm in Fishbein Behavioral Intentions Model --- p.49 / Findings in relation to Research Objectives --- p.50 / Summary of Results of Hypothesis Testing --- p.80 / Chapter VIII. --- LIMITATIONS OF THE STUDY --- p.81 / Limitations regarding the Focus Group Discussions --- p.81 / Limitations regarding the Questionnaire Survey --- p.82 / Chapter IX. --- CONCLUDING COMMENTS --- p.84 / Importance of Subjective Norms in Determining Female Beer Consumption Intentions --- p.84 / Change Strategies to Increase Beer Consumption Intentions --- p.85 / Topics for Future Research --- p.102 / APPENDICES --- p.103 / BIBLIOGRAPHY --- p.128

by Yeung Kwan Pui, Edward. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1988. / Bibliography: leaf 85.

by Chi-heng Chan. / Thesis (M.Phil.)--Chinese University of Hong Kong, 1996. / Includes bibliographical references (leaves 70-71). / Chapter 1 --- Introduction --- p.4 / Chapter 1.1 --- Existing models on purchase intentions --- p.4 / Chapter 1.2 --- Objective --- p.7 / Chapter 2 --- Modelling --- p.9 / Chapter 2.1 --- Beta Distribution --- p.9 / Chapter 2.2 --- Beta-binomial Distribution --- p.16 / Chapter 2.3 --- A new model without the binomial assumption --- p.17 / Chapter 2.3.1 --- Difficulties of the binomial assumption --- p.17 / Chapter 2.3.2 --- A new measure of stated purchase intentions --- p.18 / Chapter 2.3.3 --- Modelling the True purchase intention --- p.19 / Chapter 3 --- Methodology --- p.21 / Chapter 3.1 --- Two Approaches of Estimation --- p.21 / Chapter 3.1.1 --- Least Square Approach --- p.21 / Chapter 3.1.2 --- Maximum Likelihood Approach --- p.23 / Chapter 3.2 --- Estimation Procedures --- p.24 / Chapter 3.2.1 --- Least Square Estimation --- p.26 / Chapter 3.2.2 --- Maximum Likelihood Estimation --- p.27 / Chapter 3.2.3 --- Difference between DUNLSF and DUMPOL --- p.27 / Chapter 3.2.4 --- Evaluation of the Two approaches --- p.28 / Chapter 3.3 --- Results --- p.28 / Chapter 3.4 --- Simulation Study --- p.37 / Chapter 3.4.1 --- Procedure --- p.37 / Chapter 3.4.2 --- Simulation Results --- p.37 / Chapter 3.4.3 --- Evaluation of performance --- p.41 / Chapter 4 --- An Example --- p.42 / Chapter 4.1 --- Review on Usage of survey --- p.42 / Chapter 4.2 --- The Survey --- p.43 / Chapter 4.2.1 --- Details of the survey --- p.44 / Chapter 4.2.2 --- Results and Findings --- p.45 / Chapter 4.2.3 --- Interpretation --- p.47 / Chapter 5 --- Discussions and Conclusions --- p.51 / Chapter 5.1 --- Discussions --- p.51 / Chapter 5.2 --- Further Implications --- p.52 / Chapter 5.3 --- Conclusion --- p.54 / Chapter A --- Beta Distribution --- p.55 / Chapter B --- Programmes of estimation --- p.57 / Chapter B.l --- Minimization of (??) by the algorithm DUNLSF --- p.57 / Chapter B.2 --- Minimization of (??) by the algorithm DUMPOL --- p.60 / Chapter C --- Programmes of simulation --- p.63 / Chapter C.1 --- Simulation 1 (Refer to P.39) --- p.63 / Chapter C.2 --- Simulation 2 (Refer to P.40) --- p.67 / Chapter C.3 --- Simulation 3 (Refer to P.41) --- p.67 / Chapter D --- Programmes for figure drawing --- p.68 / Bibliography --- p.69

by Chan Chi Chuen, Lee Wing Yiu, Vivian. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2000. / Includes bibliographical references (leaves 52-57). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF ILLUSTRATIONS --- p.v / LIST OF TABLES --- p.vi / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Introduction --- p.1 / Problem --- p.2 / Objective of Study --- p.3 / Chapter II. --- BACKGROUND --- p.4 / Internet Banking Worldwide --- p.4 / Background of Retail Banking and the evolution of Internet banking in Hong Kong --- p.7 / Internet Usage in Hong Kong --- p.9 / Chapter III. --- LITERATURE REVIEW --- p.11 / Previous Research --- p.11 / Conceptual Framework - Theory of Reasoned Action --- p.12 / Behavioral Intentions --- p.14 / Attitude --- p.14 / Subjective Norms --- p.16 / Conceptual Model --- p.18 / Decomposing Attitudinal Belief Structure --- p.18 / Decomposing Normative Belief Structure --- p.20 / Research Model --- p.21 / Research Hypotheses --- p.22 / Chapter IV. --- METHODOLOGY --- p.25 / Research Design --- p.25 / Questionnaire Design / Operationalization --- p.25 / Convenience --- p.26 / Superior Information --- p.26 / Reasonableness of price --- p.26 / Risk --- p.27 / Approval from the others --- p.27 / Subjective Norms --- p.27 / Attitude --- p.28 / Intention --- p.28 / Sample and Sampling Procedure --- p.28 / Data Collection Method --- p.29 / Data Analysis --- p.30 / Chapter V. --- FINDINGS AND ANALYSIS --- p.32 / Factor Analysis --- p.33 / The Original Conceptual Model --- p.33 / Measurement Model Fit --- p.33 / Reliability of the Measurement --- p.34 / Validity of the measurement --- p.35 / Structural Model Fit --- p.37 / Overall Model Fit --- p.37 / Chi-square (x2) --- p.37 / Other Fit Indices --- p.38 / The Modified Conceptual Model --- p.40 / Reliability of the Measurement --- p.41 / Validity of Measurement --- p.41 / Structural Model Fit --- p.43 / Overall Model Fit --- p.43 / Chi-square value (x2) --- p.43 / Other Fit Indices --- p.43 / Chapter VI. --- CONCLUSION --- p.47 / Managerial Implication --- p.47 / Limitations --- p.50 / Future Research Directions --- p.51 / BIBIOGRAPHY: --- p.52 / Books --- p.52 / Periodicals --- p.52 / Internet Websites --- p.56

Ng, Wai Hung Thomas. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2002. / Includes bibliographical references (leaves 103-112). / Abstracts in English and Chinese ; questionnaires in Chinese. / ABSTRACT (ENGLISH) --- p.i / ABSTRACT (CHINESE) --- p.iv / ACKNOWLEDGEMENT --- p.vi / TABLE OF CONTENTS --- p.vii / LIST OF TABLES --- p.ix / LIST OF FIGURES --- p.x / Chapter CHAPTER I --- INTRODUCTION --- p.1 / Chapter CHAPTER II --- LITERATURE REVIEW --- p.6 / Service Quality (SQ) --- p.6 / Conceptualizing SQ --- p.9 / SQ Perception Discrepancy between Employees and Customers --- p.14 / SQ Conceptualization Discrepancy / Discrepancy in Psychometric Properties of SQ scale / SQ Evaluation Discrepancy / Measurement Equivalence/Invariance(ME/I) --- p.19 / Testing Configural Invariance / Testing Factorial Invariance / Testing Unique Variance Equivalence / Testing Factor Variance Equivalence / Testing Intercept/Scalar Invariance / Testing Factor Correlations Equivalence / Testing Latent Means Equivalence / Chapter CHAPTER III --- OBJECTIVE --- p.25 / Chapter CHAPTER IV --- CONCEPTUALIZATION --- p.27 / SQ Conceptualization --- p.27 / Difference in Conceptual Model / Difference in Manifestation of Constructs (Dimensions) / Psychometric Properties of the Scale --- p.31 / Difference in Magnitude of Random Error / Difference in Perception Dispersion / Difference in Baseline Perception / SQ Evaluation --- p.35 / Difference in Interrelationships among Dimensions / Difference in Perceived SQ level / Summary --- p.39 / Chapter CHAPTER V --- METHODOLOGY --- p.41 / Data Collection --- p.41 / Survey Instrument / Interview / Method of Analysis --- p.42 / Testing Difference in Conceptual Model / Testing Difference in Manifestation of Constructs / Testing Difference in Magnitude of Random Error / Testing Difference in Perception Dispersion / Testing Difference in Baseline Perception / Testing Difference in Interrelationships among Dimensions / Testing Difference in Perceived SQ level / Other Methodologies in Examining ME/I --- p.51 / Chapter CHAPTER VI --- RESULTS --- p.56 / SQ Conceptualization --- p.59 / Difference in Conceptual Model / Difference in Manifestation of Constructs / Psychometric Properties of the Scale --- p.68 / Difference in Magnitude of Random Error / Difference in Perception Dispersion / Difference in Baseline Perception / SQ Evaluation --- p.75 / Difference in Interrelationships among Dimensions / Difference in Perceived SQ level / Summary of Results --- p.77 / SQ Conceptualization / Psychometric Properties / SQ Evaluation / Chapter CHAPTER VII --- DISCUSSION AND CONCLUSION --- p.85 / Managerial Implications --- p.85 / Using Employees Information / Training / Methodological Merits --- p.90 / Measurement Non-invariance as a Source of Information --- p.92 / Future Direction: / Application of the Multiple Forms of Discrepancy --- p.94 / Conclusion --- p.95 / APPENDIX --- p.96 / Chapter 1A. --- Employees Survey Questionnaire --- p.96 / Chapter 1B. --- Customers Survey Questionnaire --- p.99 / Chapter 2. --- Item Patterns of Three Testing Models --- p.102 / REFERENCES --- p.103

Shu Yin Man. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2002. / Includes bibliographical references (leaves 70-75). / Abstracts in English and Chinese. / ACKNOWLEDGEMENTS / ABSTRACT / LIST OF ILLUSTRATIONS / LIST OF TABLES / Chapter CHAPTER I --- INTRODUCTION / Chapter 1.0 --- Overview --- p.1 / Chapter 1.1 --- Background --- p.1 / Chapter 1.2 --- The Research Objective --- p.4 / Chapter 1.3 --- The Conceptual Model --- p.4 / Chapter 1.4 --- Significance of This Study --- p.5 / Chapter 1.5 --- Outline of This Paper --- p.7 / Chapter CHAPTER II --- REVIEW OF THE LITERATURE / Chapter 2.0 --- Overview --- p.8 / Chapter 2.1 --- Review of Relevant Past Studies --- p.8 / Chapter 2.2 --- The Conceptual Framework --- p.9 / Chapter 2.2.1 --- The more contemporary view of attitude model --- p.9 / Chapter 2.2.2 --- Rational appeals for reducing risk that consumers perceive --- p.12 / Chapter 2.2.3 --- Emotional appeals for changing consumer's feelings towards an attitude object --- p.14 / Chapter 2.3 --- The Conceptual Model --- p.15 / Chapter 2.4 --- The Causal Relations Among Constructs and Hypothesis --- p.18 / Chapter 2.4.1 --- "The Causal Relations between Information, Feelings and Beliefs" --- p.18 / Chapter 2.4.2 --- "The Causal Relations between Feelings, Beliefs and Attitude towards the service performed by disabled service staff" --- p.20 / Chapter 2.4.3 --- The Causal Relations between Attitude towards the service performed by disabled service staff and the Intention to use such service --- p.22 / Chapter 2.4.4 --- The moderating effect of types of Job --- p.23 / Chapter 2.5 --- Summary --- p.25 / Chapter CHAPTER III --- RESEARCH DESIGN AND METHODOLOGY / Chapter 3.0 --- Overview --- p.26 / Chapter 3.1 --- The Research Design --- p.26 / Chapter 3.2 --- The Sample and Sampling Procedure --- p.27 / Chapter 3.3 --- Data Collection Procedures --- p.28 / Chapter 3.4 --- Manipulations --- p.30 / Chapter 3.5 --- Operationalization of Constructs --- p.31 / Chapter 3.6 --- Data Analysis --- p.34 / Chapter 3.6.1 --- Manipulation Checks --- p.34 / Chapter 3.6.2 --- MANOVA analysis --- p.35 / Chapter 3.6.3 --- MANOVA by Structural Equation Modeling --- p.36 / Chapter 3.7 --- Research Activities --- p.37 / Chapter 3.7.1 --- Focus Group Interview --- p.37 / Chapter 3.7.2 --- Pretest --- p.38 / Chapter 3.7.3 --- The Main Study --- p.39 / Chapter 3.8 --- Summary --- p.39 / Chapter CHAPTER IV --- ANALYSIS AND RESULTS / Chapter 4.0 --- Overview --- p.40 / Chapter 4.1 --- Manipulation Checks --- p.40 / Chapter 4.2 --- MANOVA analysis --- p.41 / Chapter 4.3 --- MANOVA by Structural Equation Modeling --- p.46 / Chapter 4.3.1 --- The Original Conceptual Model --- p.46 / Chapter 4.3.2 --- Structural Equation Model Results --- p.49 / Chapter 4.3.3 --- The Modified Conceptual Model --- p.51 / Chapter 4.3.4 --- Structural Equation Model Results --- p.54 / Chapter 4.4 --- Discussion --- p.59 / Chapter 4.5 --- Summary --- p.60 / Chapter CHAPTER V --- CONCLUSION / Chapter 5.0 --- Overview --- p.61 / Chapter 5.1 --- Summary of the Research --- p.61 / Chapter 5.2 --- Contributions of the Study --- p.62 / Chapter 5.2.1 --- Theoretical Contributions --- p.62 / Chapter 5.2.2 --- Managerial Implications --- p.64 / Chapter 5.3 --- Limitations of the Study --- p.66 / Chapter 5.4 --- Directions for Future Research --- p.67 / Chapter 5.5 --- Summary --- p.68 / REFERENCE(S) --- p.70 / APPENDIX(ES) --- p.76

Wong King Yin. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2006. / Includes bibliographical references (leaves 79-83). / Abstracts in English and Chinese; questionnaires in Chinese. / Abstract (English) --- p.2 / Abstract (Chinese) --- p.3 / Dedication --- p.4 / Acknowledgements --- p.5 / Table of Contents --- p.6 / Chapter Chapter 1 --- Introduction --- p.8 / Chapter 1.0 --- Overview --- p.8 / Chapter 1.1 --- Background --- p.8 / Chapter 1.2 --- Research Objectives --- p.11 / Chapter 1.3 --- Expected Contributions --- p.11 / Chapter 1.4 --- Organization of the Thesis --- p.12 / Chapter Chapter 2 --- Literature Review & Research Model --- p.14 / Chapter 2.0 --- Overview --- p.14 / Chapter 2.1 --- Literature Review on Embarrassment --- p.14 / Chapter 2.1.1 --- Embarrassment and Its Antecedent --- p.14 / Chapter 2.1.2 --- Embarrassment and Its Subsequent Behavioral Tendency --- p.24 / Chapter 2.2 --- Conceptual Definitions --- p.35 / Chapter 2.2.1 --- Consumer Embarrassment --- p.36 / Chapter 2.2.2 --- Cross-selling --- p.37 / Chapter 2.2.3 --- Helping Behavior --- p.38 / Chapter 2.3 --- Hypothesis --- p.40 / Chapter Chapter 3 --- Research Methodology --- p.44 / Chapter 3.0 --- Overview --- p.44 / Chapter 3.1 --- Research Design --- p.44 / Chapter 3.2 --- Pretest --- p.45 / Chapter 3.2.1 --- Embarrassing Product --- p.46 / Chapter 3.2.2 --- Scenario Development --- p.47 / Chapter 3.2.3 --- Questionnaire Development --- p.48 / Chapter 3.2.4 --- Experimental Setting --- p.51 / Chapter 3.3 --- Main Study --- p.52 / Chapter 3.3.1 --- Participants --- p.52 / Chapter 3.3.2 --- Materials --- p.52 / Chapter 3.3.3 --- Scenarios --- p.53 / Chapter 3.3.4 --- Manipulation Checks --- p.54 / Chapter 3.3.5 --- Dependent Measures --- p.56 / Chapter 3.3.6 --- Procedures --- p.56 / Chapter Chapter 4 --- Results And Discussion --- p.58 / Chapter 4.0 --- Overview --- p.58 / Chapter 4.1 --- Reliability of Scales --- p.58 / Chapter 4.2 --- Manipulation Checks --- p.59 / Chapter 4.3 --- Hypotheses Testing --- p.60 / Chapter 4.4 --- Discussion --- p.62 / Chapter Chapter 5 --- Conclusion --- p.64 / Chapter 5.0 --- Overview --- p.64 / Chapter 5.1 --- Contributions --- p.64 / Chapter 5.1.1 --- Theoretical Contribution --- p.64 / Chapter 5.1.2 --- Managerial Contribution --- p.66 / Chapter 5.2 --- Limitations --- p.67 / Chapter 5.3 --- Future Research Directions --- p.68 / Chapter 5.3.1 --- Embarrassing Product Typology --- p.68 / Chapter 5.3.2 --- Coping Strategies to Embarrassment and Fear of Embarrassment --- p.69 / Chapter 5.3.3 --- Coping Strategic Inclinations to Embarrassment --- p.70 / Chapter 5.4 --- Conclusion --- p.71 / Appendices --- p.73 / Appendix I - Booklet for Main Study --- p.73 / Appendix II - Booklet For Manipulation Checks --- p.76 / References --- p.79

Community solar is a renewable energy practice that's been adopted by multiple U.S. states and is being considered by many more, including the state of Oregon. A recent senate bill in Oregon, called the "Clean Electricity and Coal Transition Plan", includes a provision that directs the Oregon Public Utility Commission to establish a community solar program for investor-owned utilities by late 2017. Thus, energy consumers in Portland will be offered participation in community solar projects in the near future. Community solar is a mechanism that allows ratepayers to experience both the costs and benefits of solar energy while also helping to offset the proportion of fossil-fuel generated electricity in utility grids, thus aiding climate change mitigation. For community solar to achieve market success in the residential sector of Portland, ratepayers of investor-owned utilities must socially accept this energy practice. The aim of this study was to forecast the potential social acceptance of community solar among Portland residents by measuring willingness to participate in these projects. Additionally, consumer characteristics, attitudes, awareness, and knowledge were captured to assess the influence of these factors on intent to enroll in community solar. The theory of planned behavior, as well as the social acceptance, diffusion of innovation, and dual-interest theories were frameworks used to inform the analysis of community solar adoption. These research objectives were addressed through a mixed-mode survey of Portland residents, using a stratified random sample of Portland neighborhoods to acquire a gradient of demographics. 330 questionnaires were completed, yielding a 34.2% response rate. Descriptive statistics, binomial logistic regression models, and mean willingness to pay were the analyses conducted to measure the influence of project factors and demographic characteristics on likelihood of community solar participation. Roughly 60% of respondents exhibited interest in community solar enrollment. The logistic regression model revealed the percent change in utility bill (essentially the rate of return on the community solar investment) as a dramatically influential variable predicting willingness to participate. Community solar project scenarios also had a strong influence on willingness to participate: larger, cheaper, and distant projects were preferred over small and expensive local projects. Results indicate that community solar project features that accentuate affordability are most important to energy consumers. Additionally, demographic characteristics that were strongly correlated with willingness to enroll were politically liberal ideologies, higher incomes, current enrollment in green utility programs, and membership in an environmental organization. Thus, the market acceptance of community solar in Portland will potentially be broadened by emphasizing affordability over other features, such as community and locality. Additionally, I explored attitudinal influences on interest in community solar by conducting exploratory factor analysis on attitudes towards energy, climate change, and solar barriers and subsequently conducting binomial logistic regression models. Results found that perceiving renewable energy as environmentally beneficial was positively correlated with intent to enroll in community solar, which supported the notion that environmental attitudes will lead to environmental behaviors. The logistic regression model also revealed a negative correlation between community solar interest and negative attitudes towards renewable energy. Perceptions of solar barriers were mild, indicating that lack of an enabling mechanism may be the reason solar continues to be underutilized in this region.