The current study attempted to examine the roles of product functions and form in consumers¡¦ mind when they encounter a new product with state-of-the-art technology. Also, the study tried to explore and understand the moderating effects of consumption schema and using situations on technology acceptance. The research picked e-book reader as the experimental product, while used qualitative research method with phenomenological approach. There were 12 key informants participating separately in the in-depth interviews. Eleven of them are foreign graduate students in the NSYSU. The phenomenological one-to-one interviews were conducted in three phases in different days and with particular aspects of technology acceptance, that is, reading schema, technology beliefs, responses to e-book reader, and the using situations. Findings of the study revealed that positive beliefs and affective connection with the product emerge once consumers find the conformity between product functions, form and their reading schema expectations. Regarding specific situations, consumers have certain goals to be fulfilled. Questions in the survey scale of acceptance confirmed people¡¦s adoption when they see the products meet their goals.