在今日全球化趨勢的經濟環境下，高科技產業較著重於技術的領先，進行新產品的開發；相對的，對於顧客的需求及期望的比重，也顯得薄弱。近幾年來，隨著技術、研發人才不斷的出現，相同產業間，彼此的技術差異愈形縮短。除了強調擁有高科技的技術外，企業更必須以積極的態度及創新的精神，對消費者有更深入的瞭解，未來才能持續在業界擁有強勢的競爭力。
本研究應用紮根理論進行質化的研究，並以深入訪談的方式，對愛好使用蘋果（Apple）桌上型電腦系列產品的消費者進行訪談。訪談結果發現，消費者使用蘋果電腦的時間長短，與其產品的年代及使用背景有相當程度的關係。因此使用者的習慣，也成為是否繼續使用該產品的影響因素。在功能需求上，消費者期望能滿足其認知的功能需求。在作業系統上，受訪者認為與傳統個人電腦（PC）作業系統的差異日益縮短。在視覺介面上，受訪者認為蘋果電腦的作業平台介面，優於其他作業平台的視覺介面。蘋果電腦產品的使用者，心理上有別於一般消費大眾的優越感。受訪者對蘋果品牌的愛好及支持的程度，遠遠超過其他品牌。受訪者在使用蘋果電腦產品時，整體感覺是享樂且愉悅的。

Nowadays, the hi-tech industry relies heavily on technological advances for new product development rather than customer need and expectation in a globalized economic environment. However, technological difference between companies in the same business sector becomes closer because of the emergence of research and development personnel in recent years. In order to retain strong competitiveness in the business sector, a company needs to emphasize on not only high-tech but also aggressive attitude and innovative spirit towards deep understanding of consumers.
The grounded theory was used in this research for qualitative study and in-depth interview was used to interview Apple computer lovers. The results indicated that the duration of using an Apple computer was correlated to the era and background of the product. Users’ habits would influence their continuation of using the product. As for functional requirements, consumers expected the satisfaction of recognized functional requirements. As for the operating system, interviewees believed that differences between an Apple computer and a traditional PC were gradually shortened. As for the visual interface, interviewees believed that an Apple computer’s operating platform interface was better than any other operating platforms’. Apple computer lovers felt superior to any other consumers. Interviewees were enjoyed and supportive for Apple more than any other brands. Interviewees felt pleasant and joyful while using Apple products.

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