隨著資訊科技的日新月異，各式各樣的3C產品推陳出新並日益普及，使得市場的競爭日趨白熱化。因此，在消費者需求不斷改變之際，企業如何有效掌握消費者的需求與喜好，進而提供滿足顧客需求的新產品及服務，成為企業決勝之關鍵。
本研究以整合性科技接受模式(UTAUT)為理論基礎，結合產品創新性構面並納入人口統計變項為調節變項，希望進一步探討影響使用者採用3C新產品行為意圖之因素，以期能做為未來3C產業者開發新產品之參考依據。經由網路問卷及書面問卷調查，共回收364份有效問卷，以迴歸分析方法檢定本研究架構之因果關係假設，並利用階層式迴歸分析方法探討人口統計變項之調節效果，經過實證分析後發現：(1) 整合性科技接受模式及產品創新性皆能有效地預測消費者使用3C新產品之使用意圖，亦即「績效預期」、「心力耗費預期」、「促成條件」、「主觀規範」與「產品創新性」此五大因素可用來解釋和衡量消費者使用3C新產品所重視之因素。(2) 性別對五大構面與使用意圖之間無顯著調節效果。(3) 年齡對促成條件與使用意圖之間具有影響，其中以31到40歲使用者之影響較為顯著。(4) 月平均所得對心力耗費預期、促成條件與使用意圖之間具有影響，其中以月平均所得50,001元以上之使用者最為重視心力耗費預期與促成條件。

With the ever-changing information technology, a wide range of 3C products are innovated and popularity has rapidly risen to bring up intensified market competition. How to effectively catch the needs and preferences of consumers, thereby providing demands to meet consumer becomes the key to success.
In this study, Unified Theory of Acceptance and Use of Technology (UTAUT) is the basic model theory to combine product innovative dimensions into demographic variables as the adjustable variables in order to further explore impact of user behavioral intentions towards 3C new products and furthermore as reference for future 3C industries. The study used online survey and questionnaire investigation. The totals of 364 valid questionnaires were collected. By employing regression analysis to verify causal relation supposition in the study and hierarchical regression analysis was adopted to explore moderating effect between factors.
After empirical analysis found that: (1) Unified Theory of Acceptance and Use of Technology (UTAUT) can predict user intentions in 3C new products by five dimensions of “Performance Expectancy”, “Effort Expectancy”, “Facilitating Conditions”, “Subjective Norm”, and “Product Innovativeness” to explain and measure the important factors affecting users in 3C new products. (2) No significant effects of genders between the above five dimensions and behavioral intentions. (3) Age contributed between factors of facilitating conditions and behavioral intentions. (4) Average income contributed between factors of effort expectancy, facilitating conditions, and behavioral intentions.

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