A study on embarrassment associated with product use.

User interactions with products or systems can produce positive feelings, e.g. pleasing, encouraging or challenging; or negative ones, e.g. annoying, depressing or even abusive. This study attempted to explore reasons for negative emotions associated with product use by probing into the embarrassing emotions aroused in a product-use situation. The results showed that the embarrassment associated with product use was caused by two constructs: losing control of the product and inappropriate operation. Both of the two constructs have impacts on embarrassing emotions; however, the structural model showed that for the embarrassment associated with product use, inappropriate operation stands out as a more significant construct than losing control of the product. Users tended to blame themselves for the embarrassing situation, believing that the embarrassment was a result of their improper use of the product or carelessness.