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After 90 years of 20th century, customer value, especially customer perceived value(CPV), has become a focus in marketing scholars and managers of corporates, and has been widely studied. Now, facing to the increasingly competition, more and more corporates have made CPV a new source of gaining competitive advantage, and an engine which can keep corporates growing sustainablly.Scene(Scenario) theory is an important theory of Consumer Behavior. When studying how to inscrease CPV, many scholars and entrepreneurs have found that factors of scene, especially factors of purchase scene, are important drivers for CPV, and they can affect the way customers recognizing products. In spite of this, when reading reviews, I have found that recent researches of the relationship between factors of purchase scene and CPV aren’t comprehensively. For example, many scholars, at present do studies on the relationship between brand or price and CPV, while less scholars have studied how the whole factors of purchase scene affect CPV. Base on this, this paper put customers under the whole purchase scene, and hope to make sure how the whole factors of purchase scene affect CPV.Aiming to analysis the effect of purchase scene to CPV, firstly, this paper has made a review of theoris of CPV, scene, purchase sceneand ralationship between them.Secondly, based on earlier studies, this paper has contructed a conceptual model of purchase scene affects CPV, and rised related hypothesis. In order to test the model and hypothesis, this paper has picked up colour TV as a empirical object, then designed a measurement scale of CPV for colour TV according Sweeney’s; on the same time, after studying the definitions of purchase scenes defined by Del I. Hawkings and Roger J. Best, this paper has given a measurement scale of purchase scenes which occoure when buying colour TV.Finally, in the Empirical part, this paper will use Statistical software SPSS to do factor analysis, reliability analysis. By doing this, a raw questionair would be given. After this, based on sample data gained by greater scale survey, this paper has used AMOS to test how diffent factors of purchase scene affect deffent demisions of CPV on earth, then test the hypothesis.
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