Abstract: Convergent products, such as the Smartphone, can be defined as a platform which integrates functions from different categories. Due to the development of electronic technology and the drive of consumer needs, convergence has gradually become the main pattern of high-tech products. When facing various convergent products, how consumers make evaluations is an important research question. Through the process of literature review, we intensively discuss the mechanism of how consumers evaluate convergent products and investigate the factors that influence this process from two aspects: product features of convergent products and individual characteristics of consumers. In this research, we propose a new theoretical framework including 11 propositions, by integrating variables of base-product characteristics, features of additional functions, relations between base-product and additional functions, consumers’ previous experience, cognitive resource, and construal level. This framework provides theoretical basis for future research in this field.

Key words: convergent product, base product, additional function, individual characteristic, consumer evaluation