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中文摘要：
本文选择手机消费进行实证分析。在问卷调查的基础上，借助探索性因子分析和确认性因子分析，优化并检验了儒家价值观和顾客感知价值的量表。随后作者对中国传统儒家价值观、顾客感知价值与顾客购买行为间的关系进行了结构方程模型检验。研究发现：中国传统的儒家价值观直接影响中国消费者消费行为；顾客感知价值直接影响中国消费者消费行为；中国传统的儒家价值观间接通过顾客感知价值影响中国消费者消费行为。通过研究作者为企业进行产品和市场定位提供了一种新的角度和方法。
英文摘要：
The empirical research has been conducted in the context of mobile phone markets in Shanghai. On the basis of large-scale questionnaire survey, through exploratory and confirmatory factor analyses, two measurement scales of Chinese Confucian values and customer perceived values are developed and validated. The relationships of Confucian values, customer perceived values and Chinese consumer behavior are tested in the structural equation model. Findings indicate that Confucian values and customer perceived values have direct influences on consumer behaviors; Chinese Confucian values have indirect influence on consumer behavior through its impact on customer perceived values. Based on the research results, the author proposes a new CPVS （Confucian values and customer Perceived Values Segmentation） market segmentation method, which will help marketers design and position their products, and develop and implement their marketing strategies more effectively.
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