Why iphone upgrade users pay, ipad not

Compared with the IPhone6, the next generation of ipad released a quiet, in the absence of only a small amount of technological progress, consumers do not have the impulse to update rapidly. This is because, in essence, the iphone represents a consumer identity, and the ipad remains more at the level of technology equipment.

First, the psychological changes produced by the iphone user before and after use are like an educated process

From the economic point of view, the social economic operation depends on the law of supply and demand to maintain, people generally known as the need, so there is supply. But the constant change of social form makes the supply of demand not absolute, because the society begins to show manufacturing supply, to create the phenomenon of demand. In the insights of this study, the advent of smartphones is a new supply in the consumer society, creating an urgent need for consumers, or even a strong substitute for the status of traditional mobile phones. The trend could be cited as a way of proudly showing his forefinger and thumb two fingers to everyone present at the iphone release. Tell us: "Let's not use that touch pen anymore, the iphone's multi-touch screen needs better touch equipment, and that device is on us, It's the 10 fingers we have with our bodies. We use our fingers to touch the screen, and you will find that your fingers are magical as magic. "In this consumer society, consumers continue to be educated, to discover their abilities, and to demand more."

When demand is constantly being created, consumers have already placed themselves in the category of growing demand. The psychological level of consumption has become increasingly important. So there are many new consumer studies in the field of consumer science, such as "Hedonic consumption" (Hedonic consumption), which means that consumer behavior focuses on the full range of senses, happy imaginations, and emotional stimuli that people can bring to interact with the purchase. Subsequently, the study found that people do not simply for the function of the object of consumption, but also pay attention to the personal significance of objects, even social significance. In the past, the consumption behavior is mainly to solve the basic needs, the acquired objects are necessities of life (consumable hereby), and the consumption form appealing objects as symbols so that people can through consumer behavior and their own links, and give meaning.

Globalization has opened up the boundaries of everyone's access to information, whether you accept the information you receive or not, the point is that we are being provided with such a perfect channel, so this will aggravate the need to explore the so-called psychological growth. However, whether the demand will be satisfied or whether the demand will be catalyzed as a necessary part of life and habits is the result of the common education of people's inner and external factors. At first, non-iphone users, through their own cognitive knowledge and their own experience and observation, are generally skeptical about the iphone's consumption: The price of the product, the operation and use of the product, and the necessity of life to the point where the need for a living is a majority, unable to produce an identity for the iphone. However, the whole consumer society is unlikely to be in the same direction to practice their consumption behavior, so when the community began to use the iphone, people's perspective will start to produce a different perspective, the study that this is a demand-induced start. Gradually, people began to be interested in the design of the outer type, and the situation around the use of people to provide a close observation, or even trial opportunities, society began to educate people into the era of smartphones, consumers began to educate themselves about the use of smartphones. Later, prolonged exposure and use will catalyze the user's emotional connection to the product, so the study found that many of the consumers who had been unable to identify themselves to 1 years, or more, admitted that the iphone was fully integrated into every detail of their life, and that many of the functions never imagined became an essential habit of life.

The concept of consumption is more than a purchase, and the use of the purchase is also defined as a part of consumption. Thus the consumption behavior defined alternately in the two periods of time in people's daily life. Consumption can not be seen only as a market trading behavior. Scholars believe that consumption is not only a consumer of modern consumer society, social Research is more concerned about product ownership and use represents the implied symbolic meaning. Therefore, consumption is not produced according to the Law of supply and demand, consumption in life is not equal to social practice, more accurately is one of the most common practices in social practice, and people in the process of continuous learning to understand their own ability and needs, such as many users will say that the iphone to make their own feelings and have become different from before, There is a sense of superiority with the times. For the brand, now is the consumer become active society, so the brand must uphold a more proactive attitude, every initiative education is to explore the possibility of demand.

The influence of society promotes the era of flaunting and identity sharing

People's consumption motivation is varied, and the richness of consumption culture cannot be discussed and expounded in detail in this paper. The following is only based on the view of conspicuous consumption and symbolic consumption, to focus on the impact on the use of ethnic groups if the popularization of commodities, and the relevance of community identity in the consumption process. Conspicuous consumption is the act of emphasizing individual exclusivity: gold and silver jewellery and extravagant activities are the tools of the upper aristocracy to demonstrate wealth and identity, to compare and to suppress the lower classes. In other words, consumers do not attach importance to consumer goods and the emotional connection between themselves, to create their own unattainable prominent position is the purpose of consumption; among them, consumers do not care about the excessive display of attitude brought about by the negative perception, after all, the social circumstances allow such a development.

Today's consumer society does not seem to emphasize alone gorgeous personal color, consumers pay attention to the operation and maintenance of social relations. In particular, consumers will gain a personal sense of superiority over the iphone, but if the situation is maintained on his own, the superiority will retreat to loneliness and may even make the consumer feel isolated. The study found that the sharing behavior and identity of the group could make it more meaningful for consumers to show off their consumption. Instead of highlighting the uniqueness of the ego, people pay more attention to conspicuous consumption to meet the needs of belonging, so, when consumers in consumer behavior to meet partners, the meaning of consumption is easy to resonate, that is, the cause of the community.

Consumers tend to see that showing off is a performance that can be shared collectively, therefore, the uniqueness and exclusivity of the conspicuous product should be discarded by the consumers because of the conspicuous display of the present social situation, the purpose of which is the recognition of others, so that the promotion of identity is equal to the rise of the conspicuous feeling. As some buyers cheerfully say they can be part of the iphone community, it is a matter of pride, a symbol of being a social molecule in a new era of technology. The social context in which consumers are situated is a vast community in which the norms and values of the community directly affect consumers. As the concept of global internationalization, the free flow of information in the world will also promote the expansion of social boundaries, so when the individual values can not be shared with the values of the intersection, people's growth and social needs will be flawed. Therefore, the external social norms make consumers aware of the negative values that show off, as well as the impact on their personal image, and the internal influence of the community will make people more specific needs for the sense of belonging and community identity.

Third, the iphone popularization and consumer identity is the relationship between the impact

For users, the iphone has not diluted the value of its products after the popularization, but instead attaches importance to the group of consumers think that the expansion of the use of ethnic groups can represent the extraordinary achievements of the brand, and as a member of the user seems to be able to feel the sense of honor. The findings add additional room for thinking about the definition of a conspicuous product in the attribute, the study said. Consumer Society's awareness of conspicuous products always has some established nature: like its more expensive price, the necessities of life, as well as the scarcity of quality or quantity, and so on, so the market is still flooded with a limited number of marketing strategies, by the amount of less to promote the price of sales. And the more complex the meaning of ostentation and luxury, many studies have found that brands in luxury markets are experimenting with the limits of luxury in the past, hoping to expand the number of products they sell. This is a balance that luxury brands are striving to maintain, and a sign that the need for unique rarity is gradually being lost in the concept of luxury.

The conspicuous nature of the product or consumer behavior is no longer a fixed accepted concept; on the contrary, luxury by the "indulgence of Life Attitude" with the Times changes and updates have been different annotation, the characteristics of luxury by people to give meaning, is the result of social interpretation. The significance of consumption behavior is whether it conforms to the standard of social situation, and the significance of showing off is whether it can resonate in the community of life, and build a solid community identity by sharing. Thus, the social norms exerted by the outside world will indirectly remind people of the changing trend of the times, when the iphone is transformed into the mainstream of the consumer market, and then dominate people's lives, the use of the iphone symbolizes the identity of individuals and society; When the iphone becomes the necessary sharing topic, non-users are more able to feel the pressure of different identities and tend to change as they begin to have a social impact on each other through communication and interaction. On the whole, the obvious popularity of the iphone is a reminder of the role of the community, and then promote the need for community identity is more intense, because when they deviate from the social track, themselves and others will lose the recognition of personal identity, but at the same time, compared to the unique color, People pay more attention to consumer behavior to find their own community sense of belonging and identity, so in the conspicuous demand on the exclusion of exclusive characteristics, on the contrary is to actively expand the territory of ethnic groups. So there is an interplay between the popularity of the iphone and community identity.