當企業推出新創產品，為的是能讓消費者眼睛一亮並產生需求，但往往消費者的反應與企業的期待不相符，消費者有時候會抗拒使用新創產品。追究其背後原因，經常是因為新創產品過於獨特新穎，導致消費者無法理解產品的價值或操作有所困難，這樣的情形即為新產品與消費者對產品原先的基模(schema)不一致，而會有這種認知差異的產品稱之為不一致性產品。以往的研究多著重於如何消除產品不一致性或者消費者偏好何種程度的不一致性，較少針對消費者解析不一致性的過程做探討，所以本研究主要想探討消費者理解不一致性產品的途徑。根據先前的研究發現產品類型可能是重要的影響因素，而消費者解析後所產生的產物也會是影響其對產品的評價，因此採用體驗情感(experiential emotions)及自我效能(self-efficacy)的變化進行探討，體驗情感為消費者解析產品後所產生的情緒變化，而自我效能為消費者對自身能否掌握產品的評估，探討消費者是否會依據產品的類型，採取體驗情感或自我效能的路徑來影響對產品的評價。 本研究使用線上實驗方式進行施測，發現消費者於解析不同類型之不一致性產品時，會產生的不同偏向的情緒，享樂性不一致性產品(hedonic)會比功能性(utilitarian)不一致性產品產生較正面的體驗情感；而解析不同類型之不一致性產品後，所產生的自我效能並無太大差異，雖產品類型對自我效能沒有影響，但體驗情緒與自我效能對於產品的評價卻都是有所影響的。 Companies introduces new innovative products in order to catch consumer’s eye and make demand, but sometimes the responses of consumers are different than what enterprises think. Consumers are reluctant to use the new product at times. The reason why customers don’t use the new product is that the innovation is too unique that they hardly to know the value of it and have difficulties to control it. It is because that the schema of the new product is different than the schema that customer originally have. We define this difference in cognition as incongruity.Researchers on incongruity in the past put their emphases on how to eliminate the incongruity of the product or which level of incongruity does customers prefer. Seldom discussed the outcome of customer understand the incongruity product. In this paper we discuss the route that customers take when comprehend the incongruent product. We argue that the resolution will trigger experiential emotion response and change customers’ self-efficacy. Our research explains how the product form influence the route of resolution and does the emotion and self-efficacy have effect on product evaluation.Our result shows that customer will have diverse emotions when resolve different type of incongruent product. After the resolution of incongruent products, the hedonic incongruent products will trigger more positive emotions than the utilitarian incongruent products. There is no difference in self-efficacy between hedonic and utilitarian incongruent products. Although the product type has no effect on self-efficacy, but the experiential emotion and self-efficacy still affect the evaluation of incongruent product.
