Consumer Behavior Research On Solar Water Heater Of Wenzhou Rural Residents

China is a major traditional energy-consuming country,with the traditional energy consumption brought about soil erosion,vegetation destruction,air pollution and other issues.The country is actively promoting solar water heater in the vast rural areas which is increasingly favored by rural residents with its good performance and low cost.This paper first describes the domestic and international energy use and current research of solar water heaters promotion,reviews the domestic and foreign solar water heater industry development,analyzes China solar water heater industry development status,clarifies the current opportunities and challenges of China solar water heater industry,and proposes the development trend.Secondly taking Wenzhou as an example,through field questionnaire investigation obtains local rural residents' consumer information on solar water heaters.Major survey of those installed solar water heaters to information way,choice of reasons,select brand,acquisition,length and frequency,satisfaction.Meanwhile survey of those uninstalled solar water heaters to reasons of unselect solar water heaters,advantages of awareness,future purchase intent and acceptable price.Thirdly based on the results of investigation concludes the affected 5 factors of solar water heaters consumption on rural residents are family and surrounding communities,income levels,national policies,product quality performance and infrastructure and the housing structure.Finally from the State,enterprises,rural residents' perspectives on rural development of the solar water heater market to provide relevant policy recommendations.