Abstract: This research aims to investigate the influences of customer perceived values on Chinese consumer behaviors 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, the measurement scale of customer perceived values are created and validated The relationship of customer perceived values and Chinese consumer behaviors is tested in the structural equation model and the influences of all the factors of customer perceived values on Chinese consumer behaviors are discussed in details Based on the research results, the author proposes a new market segmentation method from the perspective of customer perceived values aiming to help marketers design and position their products, and develop and implement their marketing strategies more effectively

Key words: mobilephone, customerperceivedvalues, consumerbehaviors, structuralequationmodel