- 學位論文
無時無刻連網時代的文化消費-探討大學生使用智慧型手機之日常生活與溝通
Cultural consumption in the web age： College students’uses of smartphones in daily lives and communication
摘要
本研究以 iPhone 為例，欲從消費者身上進行深入探討的部份為二：大學生使用智慧型手機及無時無刻連網的生活型態為何？智慧型手機的文化消費內涵為何？經過與 13 位受訪者的深度訪談之後， 研究發現如下: 一.當iPhone轉化成消費市場中的主流，使用iPhone象徵個人與社會並進，社群成員之間透過交流和互動對彼此產生社會影響的作用，當iPhone變成必要的分享話題時，非iPhone使用者將倍感身份不同的壓力，而趨於改變。 二.使用iPhone扮演一種提醒的角色，促使人們對社群認同的需求更為強烈，但同時間，相比起獨特個人色彩，人們更重視透過消費行為替自己找到社群的歸屬感和認同感，所以在炫耀性消費的需求上積極拓展屬於社群歸屬的版圖。 本研究認為，iPhone的選擇是社群的一種文化消費現象，以作為彼此溝通及認同存在相互影響的關係。
並列摘要
This research is aim to analyze the behavior and influences of smartphones usage based on iPhone users in two sections. 1. The college students' uses of smartphones in daily lives and communication. 2. The value of smartphones to consumers. Based on 13 interviews, it was found that iPhone does not just become the mainstream product of smartphones, but also represents the status of identity. It also has an influence on our social life. As the topics of our daily conversations are involved around iPhone, non iPhone users may feel themselves out of tune. From the interviews, instead of the uniqueness, it was also found that users seek the similar identification with the mainstream usage of smartphones from of their conspicuous consumption behavior. This research shows that iPhone plays an important role on the consumers' orientation towards smartphones, as it to allows them to communicate and identify themselves with others.