Identity And Consumption:Study On Productive Behavior Of Apple Fans Group

"Fan culture" research has gradually become an important part of the study of popular culture. This paper selects the current popular " Apple fans groups " as the research object. Through the studying, the author gives the key definition standard of Apple fans—identity. On this basis, in accordance with the division of Apple user group level to show fans during product using behavior, divided them into primary Apple fans (owner/user), intermediate Apple fans (followers/master) and senior Apple fans (fan producer/rescuer).When Apple fans gather in large numbers, they build Apple fans group. Apple fans group use Apple products and modern media on the Internet, creat group features out of the ordinary with other fans:The first significant feature is that Apple fans at constant construction segment, create their own lost territory, including the unique design using Apple products were separated by itself, the recognition of Apple fans identity segmentation and by comparing the highlights of segmentation and other products of different. Second remarkable characteristic is in the object of their fans, shows the perceptual and rational mixed, diverse infatuated with motivation. This diversified infatuated with motivation, before a change to crush the fans emotional and irrational, changing people’s traditional understanding of fans groups.The most important features of Apple fans group is productivity. The characteristics of productivity can be divided into three types:symbol productivity, productivity and technology productivity statement. The third production technology is the most advanced. They can use the new technology of production technology. Production technology can be divided into ing technical share, technical assistance and technical creation. Different production technology is created by different level of fans, and different levels fans show the interactive behaviorApple fans are closely related to the consumer behavior:Apple products in the production and marketing process, certainly by the Apple Corp solely dominant, the Apple fans are in passive status of consumers. But when Apple fans get apple products, they begin to fight back. They change from passive to active, use the side has some resources affect the Apple Corp in the production and sale of services. While Apple fans and Apple Corp has become a microcosm of contemporary science and technology society, fan culture and industrial culture interweave together, efforts to promote electronic science and technology development.