在科技不斷高速變遷的時代，3C產品的市場近年來大幅躍進，是個不可忽視的市場。近年來台灣3C產業已逐步由傳統直營商、代理商轉變成連鎖的通路商，消費者購買3C產品的選擇考量，除了品牌考量外，在購買前的評估與採用階段，則大多仰賴口碑(Bayus,1985;Richins,1983）。本研究利用網路口碑、來源可信度、訊息信任、購買意願四個構面，以大台北地區內四所大專學院的學生為研究對象，探討大學生對高科技產品的認知，共計發放230份問卷，有效樣本為200份。並運用敘述分析統計、信度分析、Pearson積差相關分析及迴歸分析等資料分析方法。其結果如下：(一)訊息信任對購買意願具有顯著的預測力。(二)來源可信度對購買意願具有顯著的預測力。(三) 來源可信度對訊息信任具有顯著的預測力。(四) 訊息信任與來源可信度對購買意願具有顯著的預測力。本研究就分析結果做出結論，並針對3C業者的訊息管理與後續研究者提出的建議，以提供未來研究參考。

In an era characterized by rapid technological changes, computer, communication, and consumer electronics (3C) product market has made significant strides, making it a market worthy of great attention. However, in recent years, the Taiwanese 3C industry has evolved from direct suppliers and agents to chains of distributors. When selecting, assessing, and purchasing 3C products, consumers consider not only the brand of the products, but also other people’s word of mouth (Bayus,1985;Richins,1983). The study utilized the four factors(electronic word-of- mouth, source credibility, message trust and purchase intention) to explore college student’ perception of high tech products. The research samples were the four college students in the north of Taiwan. 230 questionnaires were distributed and among them 200 completed questionnaires were returned. The quantitative data were analyzed by descriptive statistics, reliability test, Pearson correlation and multiple regression. The results of the analysis suggest that 1.Message trust has significant prediction power on purchase intention. 2.Source credibility has significant prediction power on purchase intention. 3.Source credibility has significant prediction power on message trust. 4.Message trust and source credibility have significant prediction power on purchase intention. It is hoped that this study will provide some references and suggestions for 3C owners and successive researchers engaged in related topics.