MZ세대의 아이폰 소비 경험의 이해와 소비 의미에 관한 질적 연구: 소비자의 내러티브 사례분석을 중심으로

초록

This qualitative study explores the meanings of iPhone consumption experience among the MZ Generation, a cohort of digital natives. In contemporary consumer society, the iPhone functions beyond a smartphone as a medium for identity expression and social relationship formation, particularly as a symbolic consumption object for the MZ Generation. Using an interpretive narrative approach, this study analyzes autobiographical consumer narratives from ten individuals with more than three years of iPhone usage experience. The findings show that iPhone consumption embodies an ambivalent coexistence of individuality and conformity, through which personal identity expression extends into socially recognized identity. In addition, the iPhone facilitates hyperreal everyday experience by blurring the boundaries between reality and the digital world, while strengthening user-to-user, device-to-device, and relational connectivity within the Apple ecosystem. Furthermore, the iPhone functions as a cultural icon beyond its technological role, contributing to the reconfiguration of lifestyles and generational identities in contemporary consumer society.

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