Based on the cognitive evaluation theory and using experimental research methods, the paper examines the internal and external factors influencing competence and autonomy, and possible moderating effect under consumer involvement in innovation experience. The findings are as following: in the activity process of consumer involvement in innovation experience, the competence is always higher and the autonomy is always lower when pictures instructions are provided. Perceived complexity of consumer is significantly related to autonomy, but it is not significantly related to competence. Consumer personality plays a moderating role in the relationship between operation instruction and perceived competence.%以认知评价理论为基础,采用实验研究方法探讨了消费者参与创新体验情境下影响胜任感与自治感的关键因素以及可能存在的调节效应.研究结果表明,在消费者参与创新体验的活动过程中,当提供图像说明时,消费者的胜任感水平更高,自治感水平却更低;消费者对目标任务的感知复杂性会对自治感产生积极影响,但对消费者胜任感的影响不显著.消费者个性对操作说明与感知胜任感之间的关系具有调节作用.
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