Abstract
Customer value theory's discovery has established to take customer and even customer value as the center position for research of marketing, which is good progress of marketing theory. However, in the past researches for customer value emphasized customer perceived value, there was no good answer on which customers perceived with what scale. This paper states that customer perceived value is established in value transmission mechanism of its rear, which is based on the role of consumption values. With a market environment's change, and the strength of consumer's sovereignty consciousness, especially when personal consumption is identified and developed to become a mainstream consume culture in nowadays society, the role of the transmission is increasingly in evidence. Studies of consumeption values are to deepen customer value theory.
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