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。 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.
