Does Beneficiaries’ Satisfaction Enhance Their Trust in State Grid for Solar PV Adoption? – An Evidence From PAPs in Rural China

Abstract

Background: Photovoltaic Poverty Alleviation Projects (PPAPs) have been implemented in Chinese rural areas since 2014. As a new energy policy, PPAPs have played an important role in alleviating rural poverty. However, the adoption of solar PV faces multiple barriers from the perspective of beneficiaries. Therefore, this study basically aims to discuss and analyze factors affecting beneficiaries’ satisfaction and their trust in State Grid, promoting the adoption of solar PV. Methods: Based on the integrated American Customer Satisfaction Index (ACSI) and Unified Theory of Acception and Use of Technology (UTAUT) model, this study uses the Structural Equation Model (SEM) to reveal how the beneficiaries’ satisfaction enhance their trust in State Grid. The data were obtained from a survey of 928 PPAPs’ beneficiaries by stratified and random sampling in Chinese rural areas. Results: The results confirm that environmental perception in this study positively impacts on beneficiaries’ satisfaction. And perceived quality also has a positive effect on beneficiaries’ satisfaction and trust in State Grid, however, social influence has a negative impact on beneficiaries’ satisfaction; behavior expectation can directly promote beneficiaries’ satisfaction, while indirectly propel their trust in State Grid. Conclusions: This study constructs an integrated customer satisfaction model from the perspective of beneficiaries and proposes relevant measures to promote the adoption of solar PV that can be applied to poverty reduction of other developing countries worldwide.