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.